I’ve started by investigating previous attempts that aimed to improve the checkout experience. I reviewed previous checkout usability studies conducted by other UX experts from the THG. 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.
What I've learned was that to reduce checkout abandonment, we need to start from product and basket pages. However, the current focus is checkout and due to technical reasons amending product and basket pages should be considered as a separate project.
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.
А clip from usertesting.com.
UX researcher Loc Phan provided me with a list of competitors for three categories: Wellness, Beauty and Luxury (overall nine competitors). I and Loc designed scenario and tasks for the remote unmoderated comparative usability study. Formative usability study aimed to gain insights into our checkout in comparison with competitors. We recruited 7 participants where we asked them what would they expect to see and what questions they expect being asked during checkout.
It was interesting to hear participants saying that the first thing they expect to see is product summary, however looking at BigQuery data I noticed a typical behaviour for people with lower order value that the first thing they actually search for is the price of the delivery.
Current order summary which isn't informative enough for users because they want to see the item name along with the image, as well as delivery details.
During the formative usability study, people were complaining about that they can't find the order summary during checkout. People want to see the item name and image and full price breakdown. Current checkout doesn't display full order summary. Things get worse on mobile version where order summary is presented at the last step of the checkout process.
Overall comparative usability study showed that participants rated the current checkout process as the best comparing with competitors.