Redesigned the checkout flow to reduce drop-offs at the payment stage

Redesigned the checkout flow to reduce drop-offs at the payment stage

Role: Primary product designer in this squad

Highlight: Research, problem definition, solution alignment, implementation support, and QA

Launch year: 2021

Key results

3.0%

Reduce checkout bounce rate

3.5%

Reduce customer contact rate

14.6%

Boost conversion rate

Problem

Many guests start shopping at a default store that doesn't match their local inventory, causing confusion when products aren't available. This leads to frustration, higher abandonment rates, lower customer satisfaction, and missed sales opportunities.

Context

When customers don’t share their location, the site automatically assigns them a default store. This lets them browse products without a blank page, but it may not reflect the correct inventory for their actual location.

Validate the problem

I conducted a test among different guest segments, and the sections highlighted in neon green are the most problematic.

Problem 1

Problem 1: 50% of users did not click the option to modify the postal code and remained on the default postal code L3T

Problem 2

During the checkout process, 20% of users experienced errors because certain items were unavailable based on the address they entered or the service model they selected.

Solution - assign the right store

For those who don't allow location access, we redesigned the workflow. Now, when a customer clicks "add to cart," a modal pops up asking for their postal code. We use this information to allocate them to the respective store.

For those who didn't click the add to cart button, we assume them as the browser, so we will not popup any modal to ask for more input, let them enjoy the browse.

Best balaced solutions

Why do we let people choose the service module after clicking the “Add to Cart”?

We are an omnichannel. When the user doesn't allow us to use the location, we will assign a default postal code – L3T to the user. In this way, we ensure to show everyone a rich assortment of online grocery websites in any scenario.

Any questions?

Say hello at liqing.chen0909@gmail.com
For more information, here's my resume