We identified a critical challenge impacting sales: a high abandonment rate at checkout. Tasked with addressing this issue, I spearheaded a project to overhaul Deadstock's checkout process. This case study delves into the methodologies employed, findings from extensive user research, and the innovative solutions implemented to transform the checkout experience.
We identified a critical challenge impacting sales: a high abandonment rate at checkout. Tasked with addressing this issue, I spearheaded a project to overhaul Deadstock's checkout process. This case study delves into the methodologies employed, findings from extensive user research, and the innovative solutions implemented to transform the checkout experience.
Introduction
12
12
Weeks
Lead
Product
Designer
Lead
Product
Designer
5
5
UX
Designer
UX
Designer
90
90
Users Contributed
in our different
user tests.
Users Contributed
in our different
user tests.
Figma
Usertesting.com
Google Analytics
Figma
Usertesting.com
Google Analytics
Deadstock, while thriving in diverse product offerings, faced a stumbling block in converting cart additions into completed purchases. Preliminary data suggested that users were dropping off at various stages of the checkout process, signaling a need for a comprehensive overhaul to make the checkout journey as frictionless as possible.
Deadstock, while thriving in diverse product offerings, faced a stumbling block in converting cart additions into completed purchases. Preliminary data suggested that users were dropping off at various stages of the checkout process, signaling a need for a comprehensive overhaul to make the checkout journey as frictionless as possible.
Background
Initial Findings and Decision to Act
After gathering significant data, as the main product designer I orchestrated a stakeholder meeting using storytelling to present the facts to key individuals from product management, development, and marketing.
After gathering significant data, as the main product designer I orchestrated a stakeholder meeting using storytelling to present the facts to key individuals from product management, development, and marketing.
Deadstock's checkout abandonment rate was alarmingly high at 70%, well above the e-commerce industry average of 60%.
70%
48% of users surveyed mentioned the complexity and length of the checkout process as a primary reason for abandonment.
48%
31%
31% of users expressed concerns about the security of their personal and payment information
I highlighted critical issues such as high abandonment rates and user frustrations against industry benchmarks, making it clear that enhancing the checkout process was crucial for both user experience and business success. The presentation was compelling, leading to a unanimous decision to overhaul the checkout experience through a phased strategy, beginning with comprehensive user research followed by iterative design and testing. I was assigned to form a cross-functional team to drive this initiative forward.
I highlighted critical issues such as high abandonment rates and user frustrations against industry benchmarks, making it clear that enhancing the checkout process was crucial for both user experience and business success. The presentation was compelling, leading to a unanimous decision to overhaul the checkout experience through a phased strategy, beginning with comprehensive user research followed by iterative design and testing. I was assigned to form a cross-functional team to drive this initiative forward.
Aim to significantly lower the percentage of users leaving their carts without completing a purchase. Improve the overall user experience during checkout, ensuring it is smooth, intuitive, and hassle-free. By simplifying the checkout process, encourage more users to complete their purchases, thereby increasing the platform's conversion rate.
Aim to significantly lower the percentage of users leaving their carts without completing a purchase. Improve the overall user experience during checkout, ensuring it is smooth, intuitive, and hassle-free. By simplifying the checkout process, encourage more users to complete their purchases, thereby increasing the platform's conversion rate.
Project Goals
Methodology
Using Google Analytics for gathering user journey data, including funnel visualization techniques to see where drop-offs occurred during the checkout process. We conducted a thorough analysis of Deadstock's web analytics to establish a baseline abandonment rate before the redesign. This involved tracking the number of users who entered the checkout process compared to those who completed it.
Based on our resources we use user research, usability testing and competitive analysis.
Using Google Analytics for gathering user journey data, including funnel visualization techniques to see where drop-offs occurred during the checkout process. We conducted a thorough analysis of Deadstock's web analytics to establish a baseline abandonment rate before the redesign. This involved tracking the number of users who entered the checkout process compared to those who completed it.
Based on our resources we use user research, usability testing and competitive analysis.
Interview
Interview
Support Data
Support Data
Tag Design
Tag Design
We began with a comprehensive user research phase, using support chat information and interviews to gather insights from our target demographic. The objective was to pinpoint the pain points users encountered during checkout. The tag design method emerged around perceived security concerns, the complexity of navigation, and the overall time required to complete a purchase.
We began with a comprehensive user research phase, using support chat information and interviews to gather insights from our target demographic. The objective was to pinpoint the pain points users encountered during checkout. The tag design method emerged around perceived security concerns, the complexity of navigation, and the overall time required to complete a purchase.
User Research
Trust Signal
Trust Signal
Flow Compare
Flow Compare
A competitive analysis of other leading retail platforms helped identify industry standards and innovative practices in checkout design. This analysis informed our approach by highlighting features that could enhance user trust and streamline the checkout process.
A competitive analysis of other leading retail platforms helped identify industry standards and innovative practices in checkout design. This analysis informed our approach by highlighting features that could enhance user trust and streamline the checkout process.
Competitive Analysis
Heatmap
Heatmap
Task Analysis
Task Analysis
Next, we conducted usability testing sessions with participants from our target audience. These sessions provided valuable insights into how users interacted with the current checkout process, highlighting areas where users faced confusion or frustration.
Next, we conducted usability testing sessions with participants from our target audience. These sessions provided valuable insights into how users interacted with the current checkout process, highlighting areas where users faced confusion or frustration.
Usability Testing
Design Iteration
Armed with insights from our research, we moved into the design phase. Initial wireframes and prototypes focused on simplifying the checkout flow, minimizing the number of steps, and incorporating clear, reassuring messaging around security and privacy.
Armed with insights from our research, we moved into the design phase. Initial wireframes and prototypes focused on simplifying the checkout flow, minimizing the number of steps, and incorporating clear, reassuring messaging around security and privacy.
A/B Testing
Finally, we conducted A/B testing on the redesigned checkout process against the original. We tested various elements, including the number of steps in the checkout process, the placement and wording of security reassurances, and the visibility of customer support options.
We chose the option, which was highly consistent with Deadstock's branding, over the minimally designed one. This decision was based on several key factors:
Consistent-version enhanced user trust by maintaining brand consistency throughout the checkout process, which is crucial for transactional security.
Also leveraged the emotional connection established through consistent brand elements, enhancing the overall user experience and engagement.
User testing indicated a preference for Consistent-version, with feedback highlighting greater confidence and comfort due to the familiar brand aesthetics.
Finally, we conducted A/B testing on the redesigned checkout process against the original. We tested various elements, including the number of steps in the checkout process, the placement and wording of security reassurances, and the visibility of customer support options.
We chose the option, which was highly consistent with Deadstock's branding, over the minimally designed one. This decision was based on several key factors:
Consistent-version enhanced user trust by maintaining brand consistency throughout the checkout process, which is crucial for transactional security.
Also leveraged the emotional connection established through consistent brand elements, enhancing the overall user experience and engagement.
User testing indicated a preference for Consistent-version, with feedback highlighting greater confidence and comfort due to the familiar brand aesthetics.
Final Design Screens
Following extensive design iterations, A/B testing, and usability assessments of our concepts, we developed the template presented below. Designed as a non-intrusive popup, it ensures that our customers remain undistracted, with all pertinent information concentrated on a separate screen for enhanced focus and interaction.
Following extensive design iterations, A/B testing, and usability assessments of our concepts, we developed the template presented below. Designed as a non-intrusive popup, it ensures that our customers remain undistracted, with all pertinent information concentrated on a separate screen for enhanced focus and interaction.
Results: How we solve it
Checkout Process
Reduced the number of steps from 5 to 3.
Implemented a more intuitive form design and autofill capabilities.
Reduced the number of steps from 5 to 3.
Implemented a more intuitive form design and autofill capabilities.
Post-implementation surveys indicated a 18% increase in user trust regarding payment security.
Post-implementation surveys indicated a 18% increase in user trust regarding payment security.
Enhanced Security
Introduced clearer security badges and encryption information.
Partnered with well-known payment gateways to build trust.
Introduced clearer security badges and encryption information.
Partnered with well-known payment gateways to build trust.
There was a 20% reduction in users citing hidden fees and unclear delivery times as reasons for abandonment.
There was a 20% reduction in users citing hidden fees and unclear delivery times as reasons for abandonment.
Transparency
Transparency
Upfront disclosure of all fees and taxes before the final checkout step.
Implemented a dynamic delivery date calculator to provide users with clear timelines.
Upfront disclosure of all fees and taxes before the final checkout step.
Implemented a dynamic delivery date calculator to provide users with clear timelines.
The checkout abandonment rate decreased to 55%, reflecting a significant improvement in user experience.
The checkout abandonment rate decreased to 55%, reflecting a significant improvement in user experience.
Lesson Learned
The lessons of "Never Underestimate User Research" and "Iterate and Test" have been pivotal in guiding this checkout experience redesign. These principles have ensured that our design efforts were both user-informed and empirically validated, leading to a checkout process that not only meets but exceeds user expectations, driving better engagement, satisfaction, and conversion rates.
The lessons of "Never Underestimate User Research" and "Iterate and Test" have been pivotal in guiding this checkout experience redesign. These principles have ensured that our design efforts were both user-informed and empirically validated, leading to a checkout process that not only meets but exceeds user expectations, driving better engagement, satisfaction, and conversion rates.
Future Step
As we move forward with improvements to Deadstock's checkout experience, our focus will be on enhancing brand partnerships, increasing convenience, and boosting trust. To make the checkout process more accessible and user-friendly, we plan to integrate popular payment options like Apple Pay and Samsung Pay. Recognizing the importance of customer trust, we'll aim to comply with better brand standards and transparency. Additionally, we will revamp our return policy to be more favorable to customers, ensuring it's clear, flexible, and prominently communicated during the checkout process. These steps will not only enhance user satisfaction but also solidify Deadstock's reputation as a customer-centric and trustworthy platform.
As we move forward with improvements to Deadstock's checkout experience, our focus will be on enhancing brand partnerships, increasing convenience, and boosting trust. To make the checkout process more accessible and user-friendly, we plan to integrate popular payment options like Apple Pay and Samsung Pay. Recognizing the importance of customer trust, we'll aim to comply with better brand standards and transparency. Additionally, we will revamp our return policy to be more favorable to customers, ensuring it's clear, flexible, and prominently communicated during the checkout process. These steps will not only enhance user satisfaction but also solidify Deadstock's reputation as a customer-centric and trustworthy platform.
