Cutting checkout drop-off by simplifying a 7-step booking flow into three clear screens.
Fieldnote's booking flow worked, but it took seven screens and an average of four minutes to complete — and a quarter of users dropped off before finishing.
Session recordings showed people re-entering the same information twice and losing their place when they backed out to double-check a detail, which was the single biggest source of abandonment.
The redesign consolidated the flow into three screens organized around decisions rather than data fields, with a persistent summary so people never lost track of what they'd already chosen. Drop-off fell from 25% to 9% within the first month after launch.