PROBLEM
The main challenges in the current checkout:
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Inconsistent checkout experience with a high level of complexity (UX and UI)
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Low checkout-to-buy conversion of new customers
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Low cart-to-checkout conversion on mobile
Mobile Guest Checkout UI
[CDW is a leading multi-brand technology solutions provider to business, government, education and healthcare customers in the United States, the United Kingdom and Canada. A Fortune 500 company and member of the S&P 500 Index.]
PROCESS
My first step was to identify the business goal, customers, and possible problems with the current checkout flow experiences. This overall redesign, I had to address multiple checkout permutations, and the goal was to make sure to enhance the customer experience.
I reviewed a comprehensive eCommerce Usability - Checkout Report by Baymard Institute. However, since the Baymard report focused on the top 50 B2C online checkout flows in the US, I had to take most of the recommendations they offer, with a grain of salt, since CDW’s is mainly B2B. I identified multiple discrepancies with how some of the “UI/UX best practices” would affect CDW’s business customer base.
STRATEGY
To improve the new-customers checkout-to-buy conversion while making sure we do not negatively impact the return-customers conversion.
The aim was to focus on new users/customers who have never placed an online order.
Plus, introduce a new mobile solution for new users/potential customers – the current mobile checkout was missing a Guest Checkout.
It was clear from the data and user research that by requiring new mobile users to create a new account and sign-in in order place their first order resulted in a low volume of new mobile orders and lower conversion rate
UI style and error-handling inconsistencies in the current experience
Two different types of desktop checkouts (guest vs existing customers)
Returning customer checkout - user testing clip
Testing a feature enhancement for ‘selecting a saved address’. Most return customers have multiple addresses in their accounts, and both qualitative and quantitative data showed that this feature could be improved. Making it easier for existing customers to utilize the saved address (verses entering it every time they checkout) was one of the features optimizations I had tested. See the final design for that section below the ser testing clip.
Checkout redesign
An overall redesign of CDW’s checkout flows (desktop and mobile platforms)
Within the first three months, the new design doubled the volume of mobile orders, improving conversion by more than 5% and increasing total revenue by over 8%.
COMPANY
CDW (corporate, government, and Canadian sites)
ROLE
Senior product designer working in a cross-functional product team
TASK
User research, competitive analysis, user flows, workshop, wireframe, prototype, and usability test
DURATION
18 months
IMPACT
In the first quarter after the new checkout flows were launched the volume of mobile orders was doubled, checkout conversion on the desktop was improved by more than 5%, and total revenue increased by over 8%.