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Fluz: Diagnosing Funnel Friction

Problem

Declining gift card transaction completions with unknown drop-off points in the purchase funnel.

Solution

Multi-method research blending FullStory funnel audits, usability testing, and user interviews.

Impact
72% Drop-off
Pinpointed & Diagnosed
Role

UX Researcher

01 — Research

Multi-Method Approach

Executed a comprehensive research program to diagnose where and why users were abandoning the gift card purchase flow.

Method A

FullStory Funnel Audit

Mapped session recordings and heatmaps to identify exact drop-off points in the purchase flow.

Method B

Usability Testing

Moderated sessions with active users to surface friction points around fee visibility and confirmation steps.

Method C

User Interviews

In-depth interviews with both active and lapsed users to understand motivational and trust barriers.

02 — Findings

Key Insights

Drop-off Location
72%
Between amount selection → confirmation screen
Fee Transparency Preference
84%
Preferred full fee transparency upfront
Baseline Conversion
19%
Confirmed purchase conversion at study start
User Trust Signal
67%
Cited hidden fees as primary trust barrier
03 — Results

Final Analysis

A

Friction Pinpointed

FullStory data confirmed 72% of users abandoned between the amount selection and the confirmation screen — the highest-friction handoff in the flow.

B

Fee Transparency Recommendation

84% of participants preferred upfront fee disclosure. Recommended a redesign of the confirmation screen to surface all costs before commitment.

C

Conversion Roadmap Delivered

Research package delivered to product and design including prioritized friction points, user quotes, and a phased improvement roadmap targeting conversion uplift.