The core piece of UX design is the ability to let the 'why' inform the 'what'
To better understand users' problems, I’ve reached out to the broader team. I’ve involved researchers, data analysts, product managers and engineers. That helped me to answer the following questions:
- What obstacles users have?
- Why do users get confused or anxious, when they can no longer proceed?
- How do users behave, where do they stop and drop-off?
On mobile devices, the layout of the old platform was a traditional multi-step checkout and on desktop, it was a one-step long scrolling page. The biggest pitfall of one-step checkout is that when wanting to review the order data, users have to review what they’ve typed directly in the active form fields. Stats showed that the old checkout has a high number of errors in address fields and card filed.
A high-level overview of the journey.
I investigating previous attempts that aimed to improve the checkout experience. I reviewed previous checkout usability studies conducted by other UX designers. I’ve read checkout articles and reports by Baymard Institute. These articles are based on nine years of observations and test findings from usability research on e-Commerce checkout processes and abandonment rates. I watched talks and listened to podcasts to learn more about similar cases like Reinventing PayPal’s checkout by Bill Scott. I’ve participated in Google’s UX marathon to learn more about mobile checkout and forms UX best practices.
It was interesting to learn that going backwards in the flow to edit data is often a significant hassle both for guest users and existing account holders on other websites. And that Baymard Institute’s benchmark reveals that 90+% of multi-page checkouts have issues with either showing all steps in the checkout as process steps or turning them into links.
Working together with the UX researcher Loc Phan, we designed a scenario and tasks for the remote unmoderated usability study, to gain insights into how the platform compares with the nine biggest competitors. We recruited participants and asked them what would they expect to see during the checkout.
It was interesting to hear participants saying that the first thing they expect to see is a product summary. However, the BigQuery data showed that typically people with lower order value first look for the delivery cost.
А clip from usertesting.com.
During the usability study, people were complaining that they can't find the order summary. People want to see the name and image of an item and full price breakdown. The old checkout didn't display full order summary. Things got worse on mobile version where order summary was presented at the last step of the checkout.
The old order summary which wasn't informative enough for users because people wanted to see the item name along with the image, as well as delivery details.