Iterating checkout experience to embrace superior delivery strategy
Through redesigning, we successfully adapted to the updated delivery strategy for the faster development of business, and also increased the finishing rate of checkout about 10%.
Context
Chunbo is a well-known online grocery service in China. As business grew, it became more necessary to establish additional warehouses at various locations to ensure efficient storage and delivery services. Therefore, the customers might receive multiple packages from different locations at different time after placing a single order.
Challenge
To make sure the customers can easily adapt to the new delivery strategy, we need to redesign the check-out experience to help them understand the upgraded service, and validate the new experience can work well.
Solution
For better understanding about the business, strategy, and user problems, I organised a workshop with colleagues from Storage, Delivery, and Customer Service Departments. Through close collaboration with other professionals, I quickly built multiple concept design and conducted user testing efficiently.
I implemented an A/B testing and collected user feedback to make sure that the iterated check-out experience works smoothly before launch.
Outcome
After a period of user testing, we could confirm that the redesigned check-out experience serves customers much better compared with the current version. Furthermore, it (iOS App) increased the finishing rate of check-out about 10%, and helped the company gain a better profit.
With the support from the Customers Service Department, I sent out a user survey to find what information of an order needs to be checked by customers during checkout:
Delivery address
Delivery date & time
Total price
Items in the order
Discount
The results helped me clarify what layout of checkout form can meet user's needs, and make sure they won't lose any important information.
Through A/B testing, the redesign work was validated being useful for users understanding the new delivery strategy, and finishing checkout task more efficiently. We rolled out the updated checkout experience to all the platforms soon after.
