The creation of the Glowforge product page and checkout flow created an interesting challenge. How do you sell a premium product to novice users? Glowforge’s intentional positioning targets professional users, people like small business owners, that have little to no experience with laser cutters. So selling premium features to a user who doesn’t understand the purpose of those features was my biggest challenge.
Maintaining the brand style guide, I redesigned the checkout flow to highlight the individual products, separating Glowforge Pro into its own page and giving the user a full breakdown of the features as a standalone product. Bringing user reviews and feature highlights front and center to give social proof and set a customer at ease before making this large purchase.
The 20-week process began from scratch, creating presentations to propose the redesign, mapping the UX flow, making wireframe sketches, and creating an extensive design system. The real work came with building the responsive page in Figma before diving into VS code and piecing together the site for real. The site is coded from scratch in HTML and CSS and is entirely responsive for all screen sizes.
See the live prototype now. (No need to enter your info)
