Context and main problem
The Press is delivering a number of different checkout experiences to its customers even if it is using the same backend platform making it difficult to develop a consistent user experience across its products and services. Thus, there is an opportunity to centralize the creation of user experience by making a global checkout used by all business functions of the Press.
Top customer pain points:
- Confusing and long user journey across discovery, purchase, and delivery.
- Unsecured feeling or the lack of trust when paying and giving information.
- Unclear information (e.g. pricing, book details).
- Not mobile-friendly.
- Limited payment options.
- No order tracking.
All of the amazing results below were made possible because of the great collaboration by the design and development team (Team Pacman):
- 40% sales increase (Aug-Sep 2018 vs Aug-Sep 2019).
- 90% increase in checkout response time (end-to-end journey from 2 mins to 6.67 secs).
- 34% decrease in cart dropout rate.
- 5% increase in conversion rate.
- 83% increase in web accessibility improvement.
- 171,000 more users from search engine (Jun-Jul 2018 vs Jun-Jul 2019).
- £149,625 paid orders from May—Jul 2019.
- 85% solved usability issues.
Sources: Head of Software Development (2019), Software Development Team Lead (2019), and me as the UX Team Lead (2019).
Approaching the project
In a blog post, I shared the story behind the project and my learnings from being a newly-transitioned UX designer in a "war room." Read more.