Fair (acq. by Shift in 2022) was a mobile-first car subscription app that let users shop, qualify, and subscribe to a car without a lease or loan. Backed by over $500M in funding, the company aimed to modernize car ownership through flexibility and transparency. The checkout flow was a critical focus area for improving trust and reducing drop-off during the final steps of conversion.

Impact

• 86% task success rate for finding a specific make and model in early tests.

• 6/7 of user test participants described the redesigned flow as a significant improvement.