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UX design and review

Find the step where your customers give up.

A booking or checkout that someone abandons halfway sends you nothing, not even the reason. A UX review goes through yours the way a customer would, finds the step where they stop, and gives you a short list of fixes in order of effect.

See one flow, fixed ›

A2G Tech / Services / UX review

Booking a visit on a phone: seven screensAn illustrationServiceTimeAccountDetailsExtrasPriceConfirmOf ten who start, who gets past each screenleft at this screenScreen 3An accountbefore bookingFix: book first,account afterScreen 4Eleven fieldsto typeFix: ask for three,with autofillScreen 6The price,at the endFix: show it onthe first screen

Why you never hear about it

Seven in ten online shopping carts are abandoned.

That’s the average of 50 studies collected by the Baymard Institute, which researches online checkouts: 70.22% at its last update, in September 2025. Leaving out people who were only browsing, 18% of the US online shoppers it surveyed had abandoned an order because the site wanted them to create an account, and 17% because the checkout was too long or complicated.

Those figures are about online stores, but a booking page or a quote form loses people the same way, and the person who gets stuck sends you nothing. Finding that step is what a UX review is for. UX is short for user experience: what it’s like to get something done with your site or app.

70%of online shopping carts are abandoned: 70.22% on average, across 50 studies
18%of US online shoppers had abandoned an order because the site wanted an account
17%had abandoned one because the checkout was too long or complicated
23.48fields, boxes and menus in the average US checkout. Baymard finds 12 to 14 can be enough

One flow, fixed

One booking, from seven screens to three.

  1. 1 · MapThe flow as it isWe go through your booking on a phone and write down every screen and everything it asks for. Here: seven screens before a visit is booked.
  2. 2 · FindWhere people give upCounting who finishes each step shows where they stop. Watching five people try it shows why. Here: an account, a long form, a late fee.
  3. 3 · RemoveThe account wall comes outPeople book first and are offered an account after. In Baymard’s survey, 18% had abandoned an order because a site wanted one.
  4. 4 · ShortenThe form asks for what it needsEleven fields become three. The phone field brings up the number pad, and the browser offers the name and number it already holds.
  5. 5 · Say it earlyPrice and length, up frontEach service shows its price and how long it takes on the first screen, so the total at the end is one they have already seen.
  6. 6 · MeasureThree screens, then counted againThe same booking in three screens. We count the same steps after the change and compare. Nobody can promise the result, so we measure it.
Booking a visit on a phoneAn illustration, not dataServiceTimeAccountAccountDetailsDetailsExtrasExtrasPricePriceConfirm1 · Service2 · Time3 · Book100 start88804633301916Of 100 people who start, how many finish each screen16of 100 who start end up with a visit bookedThe other 84 leave along the way, and nothingtells you at which screen.7screens in a row17fields to fill in1password to inventA review starts by writing the flow down as it is,one screen at a time, on a phone.−34−13−11AccountSign up before you can bookThey came to book and are asked to join first.−34DetailsEleven fields on one screenTyped with thumbs, on the wrong keyboard.−13PriceA fee shows up on screen sixThe first total they see has a fee added.−11Counting the screens shows where they stop.Watching five people try it shows why.Before: the third screenCreate an accountto continue with your bookingEmailPasswordPassword againSign upAlready a member? Sign inAfter: book first, account laterYou’re bookedCut · Thu 2:30 · 45 min · $40OptionalSave your detailsfor next time?Save themDoneNext visit: a code by email, or a saved passwordNothing to memorize, and pasting is never blockedBefore: eleven fieldsFirst nameLast nameEmailEmail againPhoneDate of birthAddressCityZIP codeHow you found usNotesAfter: three, on the booking screenNamePhoneEmailUse your saved name and number1234567890A phone number brings up the number pad. What the phone alreadyknows is offered, and nothing is asked for twice.Before: the price, on screen sixStep 6 of 7Your bookingCut$40Booking fee$6Total$46ConfirmAfter: on the first screenStep 1 of 3Pick a serviceCut45 min$40Color90 min$85Trim20 min$20Totals. Nothing is added later.Price and length beside every serviceThe number of steps left, on every screenThe total on the last screen is one they have already seen.Step 1 of 3Pick a serviceStep 2 of 3Pick a timeStep 3 of 3Your detailsCut45 min$40Color90 min$85Trim20 min$20Thursday9:0010:3012:002:304:005:15NextNextNamePhoneEmailCut · Thu 2:30 · $40Book? of 100choose a service? of 100choose a time? of 100finish the bookingCounted from your own visitors after the change, then setbeside the count from before. No number is promised.

Four quieter places people give up.

The account wall, the long form and the late price are the well-known ones. These four are easier to miss, and a review looks for them the same way: by going through the flow as a customer would and noting every place the next move isn’t obvious.

Two of them are written into WCAG 2.2, the web’s accessibility standard. A form shouldn’t make you type again what you already entered in the same process, with a few exceptions such as security. Signing in shouldn’t depend on remembering a password or solving a puzzle unless there’s help, such as the phone filling in a saved one. Google’s guidance for web developers says of typing an email twice that it may catch a few mistakes, and makes extra work for everyone.

All of this is about the steps between screens. How a single screen looks and reads is its own subject: interface design ›

Asked for the same thing twiceAsked once, and keptOne mistake, and start againTold which field, the rest keptA password to rememberA code, or a saved passwordA dead endA next stepEmailType your email againyou@example.comTyped once, then carried toevery screen that needs it.Something went wrongThe form comes back emptyThu 2:30 · Cut555 014one digit shortPasswordWrong passwordTwo tries left, then it locks.Code sent to your email419027or your saved password, one tapNo times this weekNothing else to tap.Next opening: Tue 9:00Book itor a text if one opens sooner

What you’d get

What a review leaves you with.

1

A map of the flow as it is

Every screen a customer passes through, in order, with what each one asks for and where people stop.

2

The fixes, in order of effect

A short list. Each line says what to change, why, and how much work it is, with the biggest first.

3

One screen, before and after

The worst screen redrawn the way it should work, so you see the change before you pay to build it.

4

Recordings of people trying it

Five people try to book while saying what they’re thinking. You get the moments where each one got stuck.

5

The numbers to watch

How many start, how many finish and where the rest stop, counted the same way before and after.

6

The fixes built, if you want

We can make the changes ourselves, with the scope, timeline and price in writing before any work starts.

The part nobody sees

A short flow looks like less work than a long one, and it takes more. Every question you stop asking has to be answered some other way, and every step has to be counted or the next drop goes unnoticed too. See what it takes ›

  • Every step counted, so a new drop shows up early
  • Fields labeled so the phone can fill them in
  • What’s typed is kept if the signal drops
  • Tested with a keyboard and a screen reader

How a project goes

  1. 1

    Talk

    A free call. You describe the problem in your own words, and we tell you honestly whether software is the answer.

  2. 2

    Proposal

    A written scope, timeline and price before any work starts.

  3. 3

    Build

    We design, code and test in phases. You see working software at the end of each one.

  4. 4

    Launch

    We put it live: app stores, hosting, domains, the lot.

  5. 5

    Keep it running

    Monthly maintenance if you want it: updates, fixes and regular reviews.

Before you ask

What is a UX review?

UX is short for user experience: what it is like for someone to get something done with your site or app. In a review we take one job, such as booking a visit or placing an order, and go through it the way a customer would, on a phone and on a computer. We note every place a person could get stuck, watch a few people try it, and give you a short list of changes in order of effect.

How do you find the step where people give up?

Two ways. If your site or app keeps visitor statistics, we count how many people reach each step; Google Analytics has a funnel report made for this. And we watch people try it. Nielsen Norman Group’s long-standing advice is to test with no more than five people at a time, because the first five find most of the problems, as long as they are similar kinds of customer. Five people give you reasons. The percentages come from the statistics.

Will the changes bring me more bookings or sales?

Nobody can promise that, and be wary of anyone who does. A review removes known reasons people leave, and then the result is measured: we count the same steps before and after the change, so you can see what happened in your own numbers.

Is a shorter flow always better?

Fewer screens is not the goal by itself. Baymard’s research on checkouts found that the number of steps matters less than the number of fields a person has to deal with. In the example on this page four screens go, but the larger change is 17 things to fill in becoming 3.

Do you also make the changes?

If you want. The review stands on its own, and the list is written so that whoever looks after your site or app can act on it. If you’d like us to build the fixes, you get a written scope, timeline and price before any work starts, and the code and the accounts are yours.

Related

Sources: Baymard Institute, Cart abandonment rate statistics (last updated September 22, 2025); Baymard Institute, 5 ways to minimize form fields in checkout (June 26, 2024); Nielsen Norman Group, Why you only need to test with 5 users (March 18, 2000); Nielsen Norman Group, How many test users in a usability study? (June 3, 2012); W3C, Understanding WCAG 2.2, 3.3.7 Redundant Entry; W3C, Understanding WCAG 2.2, 3.3.8 Accessible Authentication (Minimum); web.dev, Payment and address form best practices; web.dev, Sign-in form best practices; Google Analytics Help, Funnel exploration.

Tell us what’s slowing you down.

Two taps and your email. No call to book, no brief to write.

Prefer email? axel.r.diaz@a2g-tech.com

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