Shopbop, an Amazon subsidiary, is an online retailer offering fashion apparel and accessories.
01/ Overview
The Problem
Year-over-year decline in new customer conversion
My Role
Designed a streamline purchase experience to increase 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 the launch of phase 1
Timeline & the Process
02/ Research & Analysis
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.
Key Findings
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.
/01
No Guest Checkout
Users are required to create an account, causing friction and potential drop-off during checkout.
/02
Limited Payment Methods
Users seeking flexible payment methods may abandon their purchase.
/03
Expectation with Sign in with amazon
Users are required to create an account, causing friction and potential drop-off during checkout.
03/ Design & Iterations
Addressing UX Issues
Due to Amazon's technical limitations, we couldn't import customer payment and shipping data. Therefore, we prioritized the following two features for the EOY launch.
/01
Add Guest Checkout with Apple Pay
/02
Add Apple Pay & BNPL option in checkout for logged in customers
Design Challenges 001
Shipping vs. Checkout Speed
Concerned about costs associated with Apple Pay, executives wanted to encourage customers to log in with Amazon.
Design Challenges 002
Placement of Apple Pay Button
Placement of Apple Pay in checkout for should not disrupt the experience for existing customers.
Design Challenges 003
Incorrect Shipping Address
The speed of Apple Pay transactions can lead to users accidentally placing orders with incorrect shipping addresses.
Design Challenges 004
Gift Boxing & 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.
Design Challenges 005
Marketing Email Signup
Marketing was highly concerned about capturing guest customers, so we need a way to add signup for marketing emails during the checkout process.
