Maximilian Feurer

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Checkout Experience

Checkout Experience

Redesigning the checkout experience to reduce cart abandonment and simplify purchasing for fabric shoppers.

Company

Amazon (Fabric.com)

Role

UX Designer

Industry

E-Commerce

Company Size

100 - 300

Checkout Experience

Redesigning the checkout experience to reduce cart abandonment and simplify purchasing for fabric shoppers.

Company

Amazon (Fabric.com)

Role

UX Designer

Industry

E-Commerce

Company Size

100 - 300

Increased conversion rate

14%

Decreased cart abandonment

40%

Decreased guest checkout

84%

System Usability Scale

Increased conversion rate

14%

Decreased cart abandonment

84%

System Usability Score

40%

Decreased guest checkout

Results

Gathering my questions

Gathering my Questions

I began by thoroughly reviewing all the collected notes and then started my process to document and compile any questions I had or could anticipate. Here is a few examples of some questions that I came up with

What is the current conversion rate?

What are the current amount of checkout steps to be completed?

What is the cart abandonment rate?

What's our biggest obstacle from a tech standpoint?

How many users created accounts vs used our guest checkout flow?

Looking at the data.

One thing that I really wanted to dive into first was to look at any current data points that I could find. We didn't have any software tracking this so I had to work closely with the dev team to get any info that I needed.

Connecting with our customers.

To this point in the initiative the only customer feedback had been from customer service pulling in any request or complaints that they had received. So I started to connect with some and dive deeper.

Analyzing industry standards.

Drawing on my previous experience in e-commerce, I knew some best practices on checkout experiences. I wanted to take that while also looking more at the fabric industry itself.

I encountered challenges in acquiring the necessary data and collaborating effectively with the development team to ensure its seamless integration. In previous roles, I either had direct access to the required software or worked alongside a team member specifically responsible for this aspect. However, this experience proved invaluable in deepening my understanding of how to better manage these tasks and honing my ability to collaborate more effectively with developers.

My Learnings

What Were My

Findings

After weeks of conversations and looking at as much data as I could get I felt as if I had the needed information to continue on with the process.

Things I validated

A long average time spent on checkout pages

Lower mobile conversations

Old UI confused customers

Not accessible

Too many distractions along the way

Things I learned

Far to many customers were using the guest flow because creating an account took to long

We didn't have the preferred payment method for some customers

Below 1% conversation rate

83% cart abandonment rate

What Were My Findings

Findings

After weeks of conversations and looking at as much data as I could get I felt as if I had the needed information to continue on with the process.

Things I validated

A long average time spent on checkout pages

Lower mobile conversations

Old UI confused customers

Not accessible

Too many distractions along the way

Things I learned

Far to many customers were using the guest flow because creating an account took to long

We didn't have the preferred payment method for some customers

Below 1% conversation rate

83% cart abandonment rate

Bring the Team

Bring the Team Together

Together

After collecting all my data points and wrapping up all of the customer calls I now bring the team back in. This is where I usually present a summary of the goals, number of customers interviewed and where ever else I got data from, summary of all of those findings (Current data points and pain points) and finally a rough version of what the roadmap would look like with how I see it. The purpose of this meeting is not for solutions but for understanding the findings and which areas need to be addressed.

Solving Aligned Areas

Know that the team has alignment on the key areas that need to be addressed we move forward to solving for those.

Working through timeline

After working through the timeline with leaders and my team I can now start putting it to action. I like to offset my usability schedules when working on multiple projects at once if possible, just to keep it more focused.

Communicating with Engineering & PO throughout

This is a practice that I have learned over time, keeping our dev's and PO looped in throughout the design and useability sessions keeps great continuity and saves time in the long run with any follow ups that may be needed.

Working through any challenges

Below are a couple of examples of challenges that I had to solve for along the way. In any project your going to have some challenges along the way and I want to give a little insight into how I managed to navigate them.

Challenges along the way

User vs Business Needs

A business ask from the start was to remove our guest flow and make users create an account. My recommendation after reviewing the data and talking with customers was to not remove the guest flow but make it more subtle and also to give the ability to create an account after their purchase.

Technical Limits

Another challenge that I encountered was the old framework our cart and checkout were built upon. This took a lot of collaboration and brainstorming with engineering. not remove the guest flow but make it more subtle and also to give the ability to create an account after their purchase. purchase.

Customer Relationships

One challenge I faced during the process was building customer trust and relationships. While relationships may not be as crucial in e-commerce as they are in B2B, they still add value. To foster this, I ensured that every customer touchpoint included an opportunity to engage with our product team for feature enhancements and improvements.

My Usability Sessions

Here are some key insights into how I ran my usability sessions in this project. I was the full stack designer at fabric.com so I did all my own research and usability sessions. Below tells how I set it up what my structure is and what I do with the results once I complete a round.

The Setup

The Structure

The Result

Results & Learnings

Key learning. Create an extensive design partners list to help build relationships and efficiency with customer calls.

Key learning. Customers have their own agendas so making sure that my sessions are well structured and focused is important.

Results. Overall this initiative was a success by the metrics that we had set out for. Bringing our conversion rate up by 3%, our cart abandonment rate down 14% and our guest checkouts decreased by 40%. This was all within the first 3 months of release.

maximilianfeurer@gmail.com - 772.539.1745