IMPROVED
CHECKOUT UX
results
14%
Order increase
3%
Average sale value increase
18%
Total sale value increase
*In the first 3 months post deployment
the previous checkout
This initiative was undertaken independently with the goal of enhancing the checkout process, rather than being a direct request from the client.
While interacting with the mobile site, I observed that the user journey from the "Basket" involved multiple paths. I proposed that these paths be consolidated into a single journey, to enhance usability, reduce confusion for the user, and to improve transaction completion rates.
As this was an unplanned UX improvement, there was no budget for more extensive user testing, so I carried out the testing myself. My findings were then presented in a simple slide that was shared with the client, highlighting areas of concern.
Key concerns:
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Contradictory/unnecessary CTAs in the basket.
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Additional, unrequired clicks within the checkout journey.
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Opportunity for users to miss actions required of them.
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Apply Discount - this can potentially lead customers away from the site.
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Feature continuity - some features are only available via one of the checkout paths.
See the image below.
Following the design phase, a prototype was developed and presented to the client for testing and review. Upon their satisfaction with the proposed solution, the new checkout system was deployed. As a result, my employer was able to generate more revenue, while the client experienced an uptick in their sales figures.