Investigate a 10% conversion disparity between the mobile and desktop checkout journey.
Adopt the iterative design process which involves data analysis, user research, design testing, iterative design improvements, A/B testing and performance analysis.
Analysed analytics data to identify 'What' was happening in the checkout journey
- Identified 10% disparity between mobile & desktop conversion.
- Pinpointed task abandonment areas.
- Uncovered high volume of user errors.
Ran user testing sessions to identify 'Why' users were having difficulty in the checkout journey.
- Ran 30 exploratory user tests on mobile and desktop.
- The unmoderated user tests ran across 5 locales.
- Tests unveiled users missing fields, and having difficulty fixing field errors.
- Store phone number for return customers.
- Flag errors as soon as the user exits the field.
- Explain why the error happened and how to fix the error.
- Reduce exit rates by making the initial page view less daunting.
- Simplify delivery options...and more
- Mock solutions
- User test prototypes.
- Altered design for 'reducing content on initial page view' by removing a button action for revealing step 2 & 3, and applying action on completion of fields.
- Run A/B/(N) testing for all design changes.
4.2% average Checkout conversion uplift with UK mobile conversion rising over desktop conversion. Design process was showcased to a tech audience of 150 people at a Digex conference as a great example of data and user led design.