Ecommerce
Service Design
Unified Checkout
Project
mindfulness
With over seven different checkouts there was a need to have one “supreme’ checkout. It was a chance to solve customer service issues and speed up the experience.
Method
service_toolbox
I spent time exploring all the existing checkouts, working with product and customer services and running user research sessions. I then set out which components were needed and how we could remove steps from the journey. There were multiple rounds of prototypes, and we tested on mobile, tablet and desktop. I worked with visual designers on different brands and with developers on a daily basis.
Outcome
Elevation
Validation through a limited roll out in the Spanish and Portugal markets.
Increased overall conversion by, on average, 1%.
A reduction of checkout time by half for the majority of customers.
Unification of multiple checkouts reducing development needs.
This is one version of the checkout showing a card approach for Photobox. We created the UX to work across multiple brands.
There were multiple checkouts to review and combine. We found multiple clashes and issues as we mapped things in detail.
The Axure RP tool allowed for functioning prototypes to explore different scenarios and usability testing.
The flow for the checkout was carefully improved to simplify existing and future purchase flows.
As part of the checkout unification we created the bones of a design system. This was to allow for multiple brands.
Colour and other elements formed the brand definition independent of component definitions.