Checkout Redesign
Problem
The former checkout flow encountered challenges with slow performance due to its multi-step/page process, resulting in a high cart abandonment rate.
Solution
The issues of slow performance and a high cart abandonment rate in the former checkout flow were resolved by implementing a streamlined single-page checkout system. This enhancement optimized loading speeds, simplified the process into clear and intuitive steps, and improved the overall user experience. Progress indicators and guest checkout options were also integrated to further enhance the checkout process.
My role
• Collaborated with UX designers from a global team to ensure the design met international standards
• Coordinated with stakeholders in the APAC region to ensure the design meet local market requirements
• Conducted User Acceptance Testing (UAT) to gather feedback and to validate its effectiveness
SCOPE
May 2024 - Current
Project Overview
Goal
The goal of this project is to refresh cart and checkout design & functionalities:
- Styling/branding integrity
- UX upgrade, replaces multi-step/page checkout experience with Single page fast checkout.
- Optimize & include all APAC specific checkout features, Payment options and customizations
- KPI optimization
- Cart to Checkout CTR & Conversion
- Login and Registration rate
- Reduce Cart abandonment
- Mobile first optimized design
- Improved UX & Performance for linked omni-channel & integrated systems
- BOPIS
- BOSS/S2S
- Shipping method & EDD display
- Giftbox & message input
To evaluate the effects of the new design, we carried out usability tests through an unmoderated remote testing approach. Users were given a series of tasks to assess essential features and the overall user experience of the updated checkout process. Through concentrated qualitative interviews with real customers, we were able to receive high quality feedback that can work alongside quantitative data of a larger scale.
obsolete Ver.
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NEW Ver.
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To view the updated design, please refer to the live site for the most accurate representation.
Key Frames
Result
Through concentrated qualitative interviews with real customers, we were able to receive high quality feedback that can work alongside quantitative data of a larger scale.
In the Australian user group, 80% found the prototype easier to use.
- In general, the outcomes of the usability tests indicate that the prototype design notably enhances the user experience during the checkout process.
