Integrating a destination checker into the checkout flow

We introduced a destination validation step into the checkout process to reduce user uncertainty, improve decision-making, and increase conversion through added clarity.

A/B Testing

CRO

Microinteractions

Destination checker module in checkout flow displaying country-specific IDP requirements for Germany, Australia, Thailand, and Japan

My role

I acted as the design lead for this feature, overseeing the implementation and ensuring the final experience was clear and consistent. The hypothesis and wireframe were provided by a CRO specialist, while I focused on defining the UI logic, result states, and interaction flows. My role included supervising the design process, refining ideas, and reviewing all interface states for clarity and usability.

Old checkout screens showing IDP selection and form fields without destination validation

Before the changes

The original checkout flow lacked a way to verify whether an IDP would be valid for the user’s selected destination.This often led to confusion about which product type to choose, undermining user confidence and increasing the likelihood of returns.

We hypothesized that integrating a destination checker directly into the flow would increase users’ sense of clarity and relevance, reduce hesitation, and ultimately boost conversion rates while lowering refund requests.

The challenge

Main Objectives

Design a destination checker to guide users during checkout
Boost conversion rate by increasing clarity
Prevent refunds by improving product selection accuracy

The solution

A destination checker was added to the checkout to let users instantly verify if the product suits their destination — improving clarity without breaking the flow.

Destination checker design

The checker was designed to provide clear and immediate results, including support for multiple destinations in a single input. Based on the validation, the system automatically selects the most appropriate product further down the page — streamlining the decision process and helping users proceed with confidence.

Results

The integration of a destination checker significantly improved the checkout experience.
It increased buyer confidence, guided users to the right product, and reduced post-purchase uncertainty — all while driving meaningful business outcomes.