Make the cost and the next step obvious.
TableTurn POS is a self-initiated concept for a restaurant point-of-sale marketing site. The goal: make costs and next steps obvious within seconds and remove guesswork from sign-up. I defined the IA and key flows, sketched interactions, built a small component set, and produced mid- and high-fidelity screens.
Scan → scope → structure → prototype → validate
I ran a lean loop: benchmarked three vendors (Toast, Square, Flipdish), set success criteria (time-to-pricing, first-attempt sign-up), mapped flows, sketched interactions, built mid-fi screens, and refined into a hi-fi UI with accessible form patterns.
Where competitors add friction
Benchmarking showed pricing is easy to find in top-nav, but fees and terms are vague or split across pages. CTAs skew sales-first, and the self-serve path isn't consistently visible above the fold. Validation often waits until submit, and few trust cues ("No credit card", "Cancel anytime") sit near CTAs.
Three 20-minute think-aloud sessions confirmed it: participants reached pricing quickly but struggled to confirm processing rates and terms, and several forms surfaced errors only after submit.
Expose costs, choose a path, forgive forms
Hero: a primary "Start free" and secondary "Talk to sales", with a friction reducer beneath the primary CTA. Pricing: plan price and processing rates (card-present and online) above the fold, with contract terms and a monthly/annual toggle, plus short notes on each card.
Forms are forgiving: password rules on focus (live checklist), email validation on blur, inline errors as you type, and a submit-level error summary that steals focus for fast recovery.
A UI geared for conversion
The hero establishes hierarchy with a clear H1, the primary/secondary CTA pair and small trust cues. Pricing cards bring the numbers to the surface so users don't have to dig, and the monthly/annual toggle updates values without visual noise.
Clarity beat everything
Surfacing plan price + processing rate + contract note above the fold, pairing Start free with Talk to sales, and placing trust cues right beside CTAs reduced hesitation in quick tests. Form patterns mattered more than polish for first-attempt completion.
Next, I'd A/B the CTA order by audience, test pricing comprehension (can users state total cost in 10 seconds?), add a processing-fee estimator, and extend to mobile.
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