Web Payment Form

Premise: Harvest is a prototype network that connects farmers to consumers, including restaurants, wholesalers, and individual consumers on a website platform

Goal: Increase user conversion during the checkout process

Biggest Hurdles in Checkout Process

The number one reason for checkout abandonment is unexpected costs (shipping, taxes, fees) and the top 5 includes things like complicated checkout and trust issues.

Identifying Main Problems in "Harvest"

Because of the nature of the Harvest business, users sign up when they want to browse the details of the farm, eliminating the sign up wall in checkout. The main issues I will tackle with my design are: extra/hidden costs, complicated checkout process, and trust.


I rapidly prototyped 2 versions of a payment checkout page. They differ on the direction of workflow (horizontal vs vertical).