Team & Role
Team: Universal Design System scrum team (Engineers, Designers, Product Managers)
Role: Senior product designer
Our goal was to redesign checkout experience as part of overall design refresh, along with building design system.
Among the various flows that I had to re-design at Intersport, the one that really stands out for me is the checkout experience. Multiple payment methods across countries, ability to try an item in store, extended forms and so on contributed to complexity of the challenge.
User testing
Results with early adopters: Checkout completion rate increased by 2.44%
From here we can take a closer look into the factors that caused friction and continue with the optimisation.
Results
The Problem
Hypothesis & Goals
Input validation
Guest vs Registered flow
Pick up in store
Schedule delivery
Intersport used to have a multi page checkout flow, where each page (url) is assigned to a specific task for the user to complete. While it has its advantages (focused attention when en entire page is dedicated to one task), I saw a lot of frustration in customer's feedback around not being able to proceed to the next page due to some hidden errors in forms or just dropping off due to connectivity issues.
- Make it clear where in the form an error occurred
- Clear connection between ordering online and picking up in a brick and mortar store
- Update delivery methods
- Gift card and promo code fields should be improved and have a better visibility
Inability to find where an error occurred prevented users from going to through the Checkout process. I worked on defining how we indicate missed fields, do inline validation and request missing information. This essentially was added to the design system so there is a consistent experience with input fields across the entire platform.
During customer interviews, I noticed how many of our customers would prefer to complete their purchases in stores, so it was extremely important to make online to offline experience as smooth as possible.
Scheduled delivery is known for reducing costs and drastically improving customer satisfaction. I researched and designed a delivery scheduling tool inside the checkout flow. Depending on a specific carrier in an adopting country this flow can be slightly tweaked to ensure a timely and satisfying delivery.
I participated in and conducted user tests, which helped to identify opportunities as well as get some direct feedback on what was created. One of the most interesting discoveries was around types of items and delivery methods customers choose.
Since this requires the customer to interact with a map, it was also important to align this experience with other instances where a map is used, such as Store locator or Check availability.
Adding one page fluid checkout flow will improve customers' experience, which will result in an increased checkout completion rate.
Some of the key takeaways:
Having a combination of an online shopping and "try in store" experience is quite important
Sustainable delivery options matter
Account creation might be too hidden
Adding gift card number or promo code is very easy
Cancelation flow could be accessed more easily
Currently I'm working on Checkout adoption in multiple countries and trying to navigate cases, where some of the initial designs have to slightly adapt to realities of technical possibilities. Although all the components, flows and UIs stay the same, some tweaks are required. For example, while working with adopting Checkout in Hungary, I had to find a new place for the Billing address information, since it was impossible to keep it in the Payment step.
Adoption
After some research I identified that majority of Intersport customers prefer to enter checkout as guest, which is definitely something the re-design should cater for. However, what if the Registered customer experience was so much better that it could help to convert more Guest customers into Registered ones? With that in mind, I started working on a simplified flow, which would significally reduce time spent on Checkout.
