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Launching an MVP That Grew Mobile Checkout Conversion by 44%

iOS App

Background

Ora Organic offered a refined desktop experience, but their mobile web checkout suffered from high drop-off rates. Recognizing the need for a seamless mobile solution, Ora aimed to develop a native iOS app to enhance user engagement and reduce friction in the purchasing process.

Objective

Design and launch a MVP for iOS that would:

  • Decrease mobile checkout drop-off rates

  • Increase conversions for subscription products

  • Provide a delightful and consistent user experience aligned with Ora's brand

My Role

As product designer, I led product definition across three areas:

  • Checkout speed: Customers wanted to place new orders without any friction.

  • Shipment confusion: Many didn’t understand how or where to manage their upcoming shipments.

  • Unclear schedules: There was a disconnect between subscription and shipment and schedules didn’t always align with customer expectations.

Approach

The project started as a partnership with Ora's branding agency to wireframe the mobile experience and build an initial prototype for customer testing.

After our initial collaboration, I took over as the design lead for the project, working closely with Ora’s CTO to ensure alignment with business goals and product consistency. I conducted weekly walkthroughs with Ora’s leadership and customer teams to review progress and refine the core flows:

  • Browsing products

  • Performing one-time purchases

  • Subscribing to regular shipments

  • Managing upcoming shipments 

Ora’s web elements were translated into mobile-friendly patterns to create a cohesive design system across all platforms. I redesigned existing icons for consistency and legibility on high-density displays, contributing improvements upstream to Ora’s website.

Results

  • App Store Rating: Achieved a 4.5-star average rating

  • Conversion Increase: 44% boost in mobile checkout conversions

  • User Engagement: Consistent growth in daily active users over the first year

  • Business Impact: Reduction in checkout drop-off rates and increased subscription conversions led to successful funding rounds and expansion to Android via Google Play

Conclusion

The successful launch of Ora's MVP iOS app not only enhanced the mobile shopping experience for customers but also contributed to significant business growth and product expansion.