ABOUT PRESSED JUICERY
PRESSED JUICERY offers cold-pressed juices, and an array of wholesome plant-based foods to keep customers nourished throughout the day. It’s all part of the company's ongoing mission to make plant-forward living as convenient and delicious as possible.
PROBLEM OVERVIEW
Guest Checkout
The current guest checkout process is riddled with friction points, including unnecessary steps, a lack of clear information, and a suboptimal flow.
leading to:
• Increased bounce rates
• Abandoned carts
• Poor user experience
Unavailable Products
When a product becomes unavailable after being added to the cart, users are left with limited options and a lack of guidance on finding suitable alternatives.
leading to:
• User frustration and confusion
• Abandoned carts
• Inability to proceed with their intended purchases.
SOLUTION
Redesign and optimize the guest checkout user journey to eliminate friction points and enhance the overall shopping experience. Additionally, we aim to implement a user-friendly mechanism for suggesting and substituting unavailable products, ensuring that users can seamlessly proceed with their purchases even when certain items are out of stock.
Goals
• Increase conversion rates
• Reduce Abandoned carts
• Improve user experience
• Establish our checkout flow as a user-centric and reliable experience.
MY ROLE
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UX Designer
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User Research
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Visual Design
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Interaction Design
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Usability Testing
DELIVERABLES
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Competitive analysis
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UX Research database
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User Flow
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LF wireframes
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HF mockups and prototypes
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Usability tests and findings
DURATION
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8 WEEKS
TEAM
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Software Engineering
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Developers
DESIGN PROCESS
01. RESEARCH
My research included market research (Baymard) and competitive analysis to better understand the checkout user experience and best guidelines. Customer service feedback helped me identify the user pain points. Lastly, one-on-one interviews provided qualitative and emotional insight into key points of users’ journeys.
Findings
01. Lengthy and confusing forms that require excessive information can frustrate users, leading to potential abandonment.
02. The checkout process can be very confusing when is riddled with friction points, including unnecessary steps, a lack of clear information, and a suboptimal flow.
03. Users have limited options and a lack of guidance on finding suitable alternatives when products are unavailable for purchase.
02. STRATEGY
USER PERSONA
Two journey maps were created. One for "pickup checkout as a guest" and another for "delivery checkout as a member".
In this scenario, our persona expectations revolve around efficiency, convenience, clear communication, and safety. Meeting these expectations will likely result in a satisfied and loyal customer.
JOURNEY MAP
Two journey maps were created based on the personas profile. One for "pickup checkout as a guest" and another for "delivery checkout as a member".
This example of the journey map outlines the steps, channel touchpoints, user emotions, pain points, and potential opportunities when a user discovers that some items are unavailable for pickup during the guest pickup checkout process.
By mapping out this customer journey, the UX team could ensure that the process of finding unavailable items during guest pickup checkout is as smooth and user-friendly as possible. Addressing pain points and leveraging opportunities at each stage can lead to reduced friction, and increased customer satisfaction.
KEY TAKEAWAYS
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Ensure clear and timely communication regarding item availability.
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Offer alternative product suggestions when items are unavailable.
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Streamline the pickup process to respect her time constraints.
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Provide a user-friendly and glitch-free online shopping experience.
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Consistently maintain inventory accuracy to avoid disappointment.
03. DESIGN
Task Flow
Creating two task flows to help ensure a seamless and intuitive user experience by identifying potential obstacles, bottlenecks, and areas of confusion in the user journey.