E-commerce Checkout

The checkout flow for this e-commerce website was facing high rates of abandonment and lots of user feedback about not being able to redeem their rewards, apply coupons and a long process to complete.

I led the competitive analysis, user stories, wireframes, and iterative design sessions with stakeholders.

To benchmark where the checkout process was at.

From the moment the user hit “Checkout” in their Cart, there was still 6 more steps to get through as a new customer.

Main User Issues

1. Forms were too long that the process was abandoned.

2. Users not able to apply rewards or coupons easily

3. Users were not able to easily add a payment method.

Main Business Needs

1. Reduce the amount of clicks needed in the entire cart to order confirmation flow.

2. Honor third party payment contracts with PayPal, Sezzle, MasterCard etc.

3. Account for multiple merchant shipments in one order. Items may ship from us or partner seller.

Competitive Analysis

Conducted research on several competitor websites such as Shopify, Amazon, Target, Walmart, and Nordstrom. Primarily focused on the main subjects:

  • Create an account, log in, or guest checkout. How these states are managed and how they influence the rest of the forms required in checkout.

  • Looked at any benefit or reward systems for having an account with these sites. Such as Cash Back, Digital Wallets, and shopper level programs.

  • Although our site services require specific form fields, it was important to note the order and organization of the details needed to checkout. This also was an area to ensure the fields have the correct elements, hints, and labels to meet accessibility standards.