Checking out with ease.
Problem Statement
The existing checkout process faced several problems.
High Cart Abandonment, users abandoned their carts during the checkout process, indicating potential friction points or usability issues.
Lengthy and Complex Steps, making it cumbersome and time-consuming for users.
Lack of Transparency, unclear shipping information during checkout, and member information lead to frustration and distrust.
Understanding Pain Points
I along with the the customer experience team conducted various research activities to understand gaps.
Surveys
Online surveys were sent to existing customers to gather feedback on their checkout experiences, preferred payment methods, and any issues encountered.
Usability Testing
I set up remote unmoderated usability tests through usertesting.com with 10 different customers. These insights helped me understand not only how were interacting with the experience but how they felt about it.
Analytics Review
Collaborating with the data teams I analyzed website analytics to identify drop-off points in the checkout funnel and understand user behavior patterns, through google analytics and shopify.
Customer Journey
Based on the research findings, I developed detailed customer journey maps to visualize the user experience during the checkout process. Below is a summarized version of the customer journey addressing their steps and emotional journey.
Based on identified problems and research, I aligned with stakeholders on defining goals and setting KPI's
Reduce abandoned cart rate by 10% in 3 months. By streamlining the checkout process.
Improve transparency by providing clear membership information and displaying all costs upfront.
Decrease mobile bounce rates by 15% by introducing responsive design.
Increase AOV by 15% by introducing upselling and shipping progress bars.
Bringing it to life.
After doing a competitive analysis, I began to sketch and wire-frame. I made 3 versions to ask the engineering team what the capabilities were. Because it is a membership platform, I made different user flows for existing users as well as new users. The sketches helped with getting engineering and design aligned before going into actual design work.
Testing & Iterating
After our testing internally and with user testing we found that V.3 was the most intuitive choice. Collaborating with engineering, I then updated the design to add the membership model as an item in the cart and recommended an upsell feature and free shipping progress bar.
Transparency
Adding in the membership as an item in the cart, helped users understand what they were signing up for. As well as adding in a shipping bar to encourage a higher average order value.
One Page Checkout
Allowing customers to see their progress as they checkout. Reducing bounce rates with less steps.
Creating Connection
After every order the customer has a tree added to their order in their customer profile. As well as a link to the sustainability page.
Easier checkout
Reviewing stats at the first 30 days, 90 days and then at 6 months. I would provide results and updates to stakeholders on improvements. The key takeaway was the importance of usability testing and flows to better understand how our customers were actually using the product.
Reduced abandoned cart rate
in the first 3 months.
Increase in members
Staying on after the 2 week trial period.
Decrease in bounce rate
Going from 51% to 26% in mobile bounce rates at checkout.
Increase in average order value
Customers adding in extra items to get to the shipping threshold.