Trade in your phone
Role
Product Designer
Timeline
3 Sprints (6 weeks)
Platform
E-commerce
Deliverables
UX/UI Design, Strategy
Executive Summary
The Problem
High-friction evaluation forms kept trade-in attachments at a low 12% baseline.
The Solution
Streamlined screening flow with tactile pickers and persistent progress headers.
The Result
Boosted attachment rates to 36%—a 300% relative increase for a major launch.
By streamlining the flow and introducing strategic entry points, we increased trade-in attachments from 12% to 36% during a high-stakes product launch.
The Challenge
Trade-in attachments were stuck at 12%, missing the 16% KPI target. The user journey felt disconnected and valuable discounts were easily missed.
My Role
Sole Product Designer for e-commerce. I redesigned the end-to-end flow, collaborating closely with two cross-functional dev teams and Apple.
Visual Evolution
Behind the Redesign
UI Facelifts
Replaced rigid radio buttons with tactile pickers, expanding hit areas and encouraging natural exploration.
Frictionless Condition Flow
Added a simple screening question ("Any defects?"). If no, users entirely bypass tedious evaluation forms.
Strategic Entry Points
Moved the trade-in prompt from a late-funnel cross-sale step directly to the product page, keeping value top-of-mind.
Dynamic Partnerships
Integrated dynamic partner discounts. Copy adapts to user edge-cases to guarantee the right offer at the right time.
Exploring Beyond Constraints
Beyond original requirements, I advocated for a persistent header state. Progress is now stored locally, allowing users to explore via a global drawer or opt-in during checkout without losing context—eliminating repetitive steps and cognitive load.
User Validation
Evaluated via Think-Aloud interviews. Following minor terminology tweaks, the redesign achieved a flawless task completion rate.
Business Impact
Original Baseline
12%
After Redesign
36%
By simplifying the user journey and championing new entry points, we achieved a 300% relative increase in trade-in attachments.