Fast and Easy Shopping

Get customers the products they want faster & easier.

A legacy checkout made it difficult for stakeholders to make impactful changes. With many barriers, we needed to get alignment on what to prioritize. The ultimate goal is to reduce user friction, and barriers and increase conversion.

Those of us who work on products know making something feel easy to use is HARD. It takes intentional focus, strategy, research, and close partnership with talented teams to execute.

mockupcart

Goal

Make checkout fast & convenient.

  • Increase conversion.
  • Reduce user frustration, confusion, and distraction.
  • Optimize flow, improve quick scanning, and remove barriers.

My responsibilities

  • Driving alignment on the vision across key leaders through a series of design workshops.
  • Cross-functional prioritization activities led to alignment and focus roadmaps.
  • Led team through journey map exercise. Identified and prioritized user needs. Insights were leveraged within squads.
  • Empowering teams to work on the highest impact areas with a unified vision.

Overview

USER GOALS
  • Fast, easy & convenient
  • I want to feel confident about when and how I will get my product
  • Help me work on autopilot
  • Help me get the best deal
  • Treat me like a person, not a transaction
BUSINESS GOALS
  • Reduce care calls
  • Increase revenue
  • Remove hesitation
  • Improve Buy Online Pickup In Store
  • Error reduction and contextualization
  • Promo language simplified, targeted, and optimized.
CONSTRAINTS
  • Legacy Checkout making it difficult to make changes
  • Few resources
  • Code changes are locked before prime shopping.
  • Team’s competing KPI’s agenda vs. holistic strategy.
  • Shifting priorities

We design the experience by understanding and connecting experiences across all touch points.

Good design starts with empathy

empathy map

Group Journey Mapping

(Stakeholders and customers)

  • Stakeholders and users were asked to buy a birthday gift on Hallmark.com.
  • Participants captured their touch points, motivations, pain points, and opportunities. They also built empathy for the user. I love it when a plan comes together!
  • Experiences were captured on a user journey map.
  • Started clustering like items.

Capture, organize and cross-functional ranking to prioritize and align on key areas. Reframed solutions into

How might we

organizing themes
  • Captured every post-it in a spreadsheet.
  • All ideas and opportunities were reframed as “how might we” statements with related potential solutions.
  • Added in any initial 2019 product road maps thinking, business-critical work, operational needs, etc.
  • The User Experience and Product Ownership teams scored each area of opportunity based on its impact on the user.
  • The opportunities with the highest scores were evaluated to help provide input for prioritization.

Then, we built the Roadmap based on human-centered themes.

Final Designs

organizing themes organizing themes organizing themes

Quotes from a customers, after the checkout improvement:

One of the quickest, easiest and most informative checkout process I have been through. It was well organized and easy to enter in my information. I appreciated visual elements of the shipping options and it was explained to me along the way why I was asked for personal information.

I like how easy it was to get through it. I like you separated the shipping and pickup. Delivery time buttons are great.

I really enjoyed the checkout experience. I like how they set up the shipping options and displayed the arrival dates for all items.

Conclusion

The results were shocking to the business but not to the teams making the decisions. We had the roadmap based on user needs. We had a holistic big picture vision of the problems to solve. The development team and I had a much bigger vision than we got to realize. Despite setbacks and constraints, we found ways to do goals with less. Our small, passionate team collaborated and worked in lock-step. We kept the goals of the user front and center and fine-tuned the solution. The solution changed over time but we never settled. When you have a dedicated, passionate team the sky is the limit. There were no heroes - we worked together to solve consumer and technical problems. We were empowered to make strategic decisions and amazing results happened!

One of your greatest strengths is your ability to emapthize with your audience, whether that be users, developers, or your product owner. - Mark Fairhurt, Product Owner