Kruidvat

Improve the checkout process to:

  1. Make it easier for users

  2. Either improve the current one or start from scratch

Role

UX/UI Designer

Competitive analysis, information architecture, user flows, content prioritization, sketches, GA research & analysis, wireframes, lo-fi, mid-fi, hi-fi, styleguide, creation of UI library.

Timeline

10 days

Deliverables

  • A new page based on the current user flow

  • Styleguide

  • UI library

Overview

This was a project part for my current ongoing full-time job in eLab, department of ASW Watson. I was asked to assess and provide consultancy on the business unit with ways to improve the current checkout process.

Design process

I started with a competitive analysis to get inspired. I looked into 3 competitors ASOS, Superdrug, Boots

1st Competitor Generation home

2nd Competitor Superdrug

3rd Competitor Boots

Analytics Insights

  • Our primary user is female 25-34

  • Primary device is desktop

  • Very small returning visitor rate 15,2%

  • Very small transaction rate

  • Biggest dropoff in the checkout is on payment

  • Most of the users leave in the first 10 seconds on shop by brand and homepage

  • The more times the users come the less time they spent we need to find ways to improve engagement

  • Most of the users are not close to transactions and have big drop out

  • Transactional funnel, 97,657 users left from cart to the final purchase

  • High Goal conversion rates


Usability Testing

I tested the checkout process I asked a non-biased user that meets the demographic criteria received from GA. From the homepage she mentioned, I don’t know what the website is for
Red and yellow remind me of a supermarket.
I never use the search bar to search for products I start with window shopping.
I love websites that are minimal it reminds me of elegance and expensive products, this looks cheap.
I will always look at related products but in this one, because it has so much info I don’t want to.
During the checkout process I didn’t understand the postage fees and if it’s free or how much I pay for a 1-day delivery
Why do I need to spend 15 euros? I will just go to cult beauty or look fantastic and buy what I want.
Generally easy to follow, but I felt frustrated that I was unaware of the delivery fees and I wanted more payment options, bigger letters as I couldn’t read, or maybe more bold, and more prominent customer service.

Analysis of current flow & Designer’s points

Difficulties & reflection

The access to analytics data was limited, sometimes the data provided is not adequate, it is critical to work around the sources you have and provide solutions with what you can and this is what I learned from this project.

Iterations

Design System - UI Library

Next steps

  • Some of the changes have been implemented and the company tracked them and saw that they have helped the user flow

  • Follow Google Analytics

  • Test the new design with usability testing and interviews

Previous

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