Context#
Oen offers merchants a CRM-integrated platform to sell. It was architected as a marketplace for users to browse across multiple merchants in one hub, but usage and feedback indicated the need for a new flow.
Oen's product selling services started as a donation platform for nonprofits and political organizations. Donors could browse the products/perks offered by the the organizations they donated in the centralized marketplace. As the platform expanded to serve diverse merchants, user behavior shifted: people arrived at specific merchant sites with purchase intent, not to browse across merchants.
Flow modifications#
Merchant site
↓Product preview [Remove step with minimal info]
↓ (cross domain) [merchant → user]
Product detail
↓
Cart
↓ (cross domain) [user → merchant]
Checkout
↓
Complete
Solution#
Product detail redesign — Established two-column layout (images left, details right) providing meaningful content before purchase, replacing pass-through pages that only redirected to checkout
Embedded checkout — Redesigned flow to eliminate domain switching, keeping users within merchant brand context while maintaining Oen's payment infrastructure
Key decisions#
- Embedded flow over modal to maintain cart visibility and scrollability
- Single-page progression to reduce perceived complexity and form abandonment
- Persistent order summary to reinforce purchase details and build confidence
Impact#
- 15% decrease in purchase completion time across 2,000+ monthly transactions
- Restored complete analytics funnel, enabling merchants to optimize pricing and promotions
- Foundation for subsequent features: promotion codes, subscriptions, member-only products
Related features after launch#
- Member-only product
- Coupon code setting
- Bidding product
- Purchase limitation
- Subscription product
- Digital product
- Shipping fees setting
Team#
YuCheng Kuo (Design)
Hsiyuan Chou, Nyo Fang (Product)
Jaster Chang, Charlie Chang, Trista Wei, Calvin Chang (Engineering)