Design strategy, UX/UI
Design exploration and strategy, redefining the checkout process for Marks & Spencer, for the mobile web.
The current checkout flow was cumbersome, and not optimised for the mobile web user. Users were ordering to the wrong delivery address and there were new delivery options which were adding to a confusion over the best way to make a purchase.
Step 1 - The basics
I went away and researched the very best knowledge around checkout. Google Conversions was a really great resource. I tried to synthesise all this into a deck called 'Checkout Intelligence'. The purpose of this was to frame where we needed to be. Am not a fan of competitior analysis, all you are really looking at is what those companies did 18 months ago. If you want to lead then you need to be bold and look at the overarching principles and best practices, not what your competitors are doing
Step 2 - Experience Principles
Is important to frame what your experience needs to align to, your core values and what you simply want to achieve. This necessitates a simple 1-2 day workshop with your stakeholders, the output being a solid set of experience principles that help steer you in the right direction, as well as help you to filter out ideas and processes that dont align.
Step 3 - Design
I tend to design around simple principles, simplicity, familiarity, intuitive and accessible to all. I added to this the following insights:
Reduce effort required to purchase something. Single step checkouts: lower effort for each step. All information in one step can be overwhelming. Reduce the number of actions required to achieve the goal; split process into single steps; manage visual presentation by visually grouping elements,
Make it easier for people to make decisions using ratings and social proof.
When we see/hear a statement repeatedly, we tend to rate it as more likely to be true (Regardless of whether we remember having seen it before)
Step 4 - Delivery
Most of the work was presented as principles and design theory to inform the wider team and the new design system and its pattern library.