PSYCHLES
Designing for Improved Browsing and Checkout Experience
Role: UX / UI Designer | Duration: 10 Weeks
When it comes to e-commerce, a seamless and enjoyable browsing and checkout experience is key to success. That's why I was tasked with improving the mobile-web experience of an e-commerce app that was facing a high abandonment rate and low usability and conversion rates. My mission was to identify the root causes of these issues and create a solution that would improve conversion as well as customer experience.
The
Problem
The current app faced several challenges, including a poor mobile-web experience, complicated navigation, subpar product information and images, slow app performance, and inadequate checkout security. These roadblocks were driving customers away and preventing them from completing their purchases
Research
& Discovery
I carried out in-depth research on the best practices and trends in e-commerce app design. My research also involved analyzing the mobile checkout experiences of leading e-commerce companies to identify areas for improvement.
COMPETITIVE ANALYSIS
To further understand the industry, I conducted a competitive analysis of major e-commerce companies, including Amazon, Target, and Nike. I compared their problem-solving and conversion improvement strategies, UI/UX, mobile optimization, and marketing/advertising approaches. The analysis found that these companies use various methods such as data-driven decision-making, innovation, focus on customer experience, payment options, customer support, and personalized marketing to improve conversion. These companies also prioritize mobile optimization with well-designed UI/UX and clear customer support.
From my research, I found that design plays a crucial role in the user experience, as a clean and organized design can improve navigation and interaction with the app. Ease of navigation is also crucial for an e-commerce app, as it helps customers find what they're looking for quickly. App speed and performance is another important factor, as slow loading times can cause frustration and high abandonment rates. Checkout security is also critical, as customers want to feel confident and secure when making purchases.
INSIGHT 1:
The mobile-web experience for the e-commerce app had a high abandonment rate at the browsing and checkout stages, resulting in low usability and conversion rates.
OPPORTUNITY 1:
Users want an e-commerce app that redesigns the browsing and checkout experiences to be more user-friendly, intuitive, and efficient.
INSIGHT 2:
Factors such as design, ease of navigation, product information and images, app speed and performance, and checkout security can influence the browsing and checkout experiences of e-commerce apps.
OPPORTUNITY 2:
Users need an e-commerce app that addresses their pain points and roadblocks during the browsing and checkout process to provide a seamless experience.
INSIGHT 3:
Best practices for e-commerce app design include a clean and intuitive layout, easy navigation, high-quality product images and information, app speed and performance optimization, and secure checkout processes.
OPPORTUNITY 3:
Users need an e-commerce app that has optimal speed and performance to provide a smooth experience during the browsing and checkout process.
Design Phase
I started by redesigning the product pages, making them easy to navigate with clear and large product images, and well-organized information. I then optimized page loading times for a smooth browsing experience. To streamline the checkout process, I reduced the number of forms and steps required and made the process more convenient by offering pre-filled forms, saved payment information, and clear instructions. Live chat and phone support were also made available to address customer inquiries and concerns.
To cater to customer preferences, I offered a range of payment options including PayPal, Apple Pay, and traditional credit card payments. Special incentives and discounts were used to encourage customers to complete the checkout process.
DESIGN SYSTEM
USABILITY TESTING & RESULTS
Usability testing was conducted to gather valuable feedback and insights on the app's design. The results were overwhelmingly positive, but some areas for improvement were identified, including the search function and product images. Based on user feedback, I improved the search by adding the ability to upload a photo, enhanced product descriptions with more details, and ensured only high-quality images were used. I also introduced a personalized account creation feature, inspired by Nike's mobile app, which was highly favored by users.
IMPLEMENTATION & IMPACT
By bringing these solutions to life through wireframes and prototypes, I was able to validate my design decisions and make necessary improvements. The final result was a high-fidelity prototype that showed a significant improvement in the browsing and checkout experience and resulted in increased revenue for the e-commerce app. Data analysis and user feedback closely monitored and evaluated the changes, confirming their positive impact on the user experience.
Final Prototype
CONCLUSION
This project was a testament to the power of research, testing, and iteration. By understanding the target audience and their needs, incorporating industry best practices, and continuously testing and optimizing, I was able to deliver a solution that improved the customer experience and drove revenue for the e-commerce app.
REFLECTIONS
As a digital product designer, I know that the e-commerce world is constantly evolving and that's why continuous testing and optimization are key. I believe that by staying on top of the latest trends, monitoring user feedback, and consistently refining the app, I can ensure that the e-commerce app remains at the forefront of the industry and continues to provide an enjoyable and seamless browsing and checkout experience for its customers.