In 2018, the traditional American department store chain founded 130 years ago in Monroe, North Carolina has seen a significant sales decline primarily in their digital shopping space. The newly recruited leadership wanted to revisit their digital strategy to retain their loyal customers.
The sales team has reported that the cart abandonment rate is increasing at an alarming rate compared to their competitors. But they couldn't pin point the exact reason why.
Conrad, director of digital experience encouraged me to take ownership of increasing checkout conversion. Rachel, UX Lead gave me complete freedom and support to use any tools or research method internally to bring convincing evidence that can persuade leadership in creating an informed user experience.
Starting from Mobile
The UX dashboard indicated that more than 60% of customers are shopping in mobile compared to other device breakpoints; 35% desktop, 5% tablet.
I started conceptualizing the mobile concepts thinking from a user's mental model to see the essential information needed to finish the goal of checking out with ease.
Finding the root cause
I was clueless about what exactly was the problem that causes customers to drop out of the check out process. The customer dashboard I have set up The 5 step/page checkout process showed bounce rate gradually increased in each step. I deduced that the non-optimized mobile form led the customers to finish their checkout on desktop.
While doing competitor analysis, I came across Baymard's tremendous research on the e-commerce platform over decades analyzing top brands. They have created a benchmark for every aspect of e-commerce shopping starting from sign-up to checkout.
With limited user research capacity, Baymard's e-commerce benchmark standards helped me convince leadership with testimonials from top brands.
Empathizing with Guests
Peer testing the prototype
Even though I had not the capacity to conduct extensive user research and testing, I found some of my peers are already customers of Belk. So I chose a few of them that suit the primary persona to test the prototyped solution.
One-click Checkout 👆
Observing users going through the checkout process showed that they feel overwhelmed about providing all the information. I recommended the single-step checkout for the registered customer, removed the overhead of entering all the information.
Customers were delighted to skip to the review page and place an order in one click.