Shopbop Overview
Shopbop, an Amazon subsidiary, is an online retailer offering fashion apparel and accessories.
The Problem
Year-over-year decline in new customer conversion
Business Impact
Approximately a 10% annual decrease in new customer acquisition
My Task
Identify customer experience (CX) issues contributing to the decline in checkout conversions
Solution
Additional payment methods and a guest checkout
Results
Increase in new customer conversions within two months of launch of phase 1
My Role
Designed a streamline purchase experience to increase new customer conversion.
The Process & Timeline
Research & Analysis
I began my process by conducting an in-depth analysis of the current customer experience (CX) and identifying methods to gather data on customer pain points
Objective
The goal of the study was to to identify the reasons behind new customer abandonment during the checkout process.
Participants
15 participants, aged 25-40, who have never purchased from Shopbop but have previously bought from competitors.
Methodology
Observe 15 customers on UserTesting.com as they navigate the entire Shopbop checkout process, from selecting an item to order confirmation.
Task
Think about a particular fashion item you’ve been wanting. You will find it on the following website in your size and pretend to purchase it.
KEY INSIGHTS & PAIN POINTS
DESIGN & ITERATIONS
Design Challenges
1. Shipping vs. Checkout Speed
We are unsure whether customers prioritize faster shipping over a quicker checkout experience.
3. Incorrect Shipping Address
15 participants, aged 25-40, who have never purchased from Shopbop but have previously bought from competitors.
2. Impact on Existing Customers
Implementing full Apple Pay checkout for new customers should not disrupt the experience for existing customers.
4. Gift Boxing and Gift Cards Integration
The current integration of gift boxing and gift cards with the credit card flow prevents users from using them with Apple Pay.
