PROBLEM

Currently, this company is using out-dated software, alongside the design and system are dated, and many customers complain about it's not intuitive and inefficient shopping experience when it comes to checking out process. When their current multi-page checkout page refresh, the problem often find plenty of red asterisks indicated mistakes and information that already filled in had disappeared. According to that problem can decrease in sales and customers satisfaction.

 

THE CHALLENGE

Our goal was to improve the usability and visual of Shopping cart and checkout page, while at the same time, be able to provide proficiency in features which are likely to increase sales and customer loyalty and standpoint that previously overlooked.

OUR MAIN GOALS WERE TO

  1. Implement shopping cart page layout which customer can see all of their significant information in one glance, such as order summary, shipping address, shipping method, payment options, quantities, prices and even thing like promotional code. 
  2. Give customer time efficient when it comes to checking out by creating One PageCheck out. The process should be quick and easy and allows customers to have more confident that everything is correct or ready to be edited at any time while they are filling out information and more likely to complete their order.

 

MY ROLE

I led the design of the customer shopping cart and checkout experience, and I worked alongside with my project manager and developer on Shopping cart and One Page checkout. 

 

THE DISCOVERY

We tested the existing shopping cart and check out page with 3 participants, who they are our customers at our flagship store, in the most problematic online purchasing from start to finish. User testing sessions involve 3 participants, a computer or mobile device, and myself who provides the participants with details to complete.  For having an ability to make a rational judgment while they are shopping, I take lavish notes by keeping my eyes peeled of issued, observed their ability to measure how do they accomplish their goal as an online customer and what problem matter. 

FURTHERMORE, I HAVE COLLECTED CUSTOMER INSIGHTS FROM USER TESTING.

1. Creating an account

“I was annoyed when I had to fill out unnecessary information.”

 

2. Shopping Cart page

One participant tried to check out as a guest; something just doesn’t feel right. Intentionally the system brought her to create an account page instead of checking out. According to a system requirement, she had to fill out information, and later she's been waiting for 30 minutes to get the email confirmation, but nothing sent to her email inbox and spam inbox. It causes participant disconnected from the check out page.

“WAITING TO RECEIVE AN EMAIL CONFIRMATION AFTER CREATED AN ACCOUNT WAS TAKING SO LONG, IT MAKES ME FRUSTRATED. I CHECKED MY SPAM INBOX, BUT NOTHING."

 

3. Checkout page 

I was surprised by observing participants behaviors and the problems we found. When customers want to buy a product online, they want shopping and checking out process to be quick and easy, without any annoyance issues. So they expect the process to be more efficient.  If they were having trouble with our system, so the conversion rate will go down afterward, and sale will decrease gradually. 

“Apparently, When it comes to payment option, credit card fails to notice; PayPal option is obviously to see.”

Before I could jump into designing, I create user flow, define the problem to understand customer insight when they are shopping. So I take a screenshot  to understand the frustration that participants experience with our site. 

 

USER FLOW

HERE IS THE FINAL RESULT.