Designing a mobile focused checkout.
Improve mobile checkout experience to increase customer satisfaction and mobile conversion.
A more clear and streamlined checkout experience that is aligned with the brand aesthetic and values.
The best checkout experience is the one you never have. We set out to make mobile checkout experience on Everlane.com as invisible and easy as possible. Everlane site experience has distinct differences between platforms. With more than 50% of our users visiting our site on mobile, it was the time for us to take a step back and rethink mobile checkout. Besides usability and accessibility problems, the checkout UI looked out of sync with the brand aesthetic and values and felt outdated.
From the outset, it was important to keep different user segments top of mind and consider our decisions through the lens of those segments. During the discovery phase, we mapped out the current user journey and analyzed existing checkout interaction models to identify the right fit for our objectives. After weighing in the pros and cons of each model, we decided to go with the step-by-step guided checkout for the new users while removing extra screens for the returning users. During the implementation phase, we placed an emphasize on flexibility of the UI elements. This would allow us to adapt and scale checkout functionality in the future. After a series of iterations and reduction, we ended up with the most essential functionality that we can iterate upon in the future. We launched the new checkout as an A/B test to evaluate its performance and derisk negative impact on the business.
A new checkout experience
After launching the test in April and running it for 5 weeks, we saw a 2.3% increase in conversion and activation for new / unactivated users. Both the metrics remained flat for repeat users. The less tangible qualitative results were not as measurable but contributed to an overall better experience:
More clear information architecture and hierarchy