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Shoppers keep products in the cart rather than place order. How to enhance checkout process becomes the major topic in Business Department's mind.
The company: As Rakuten Taiwan's core business was e-commerce, the goal for this project was increasing GMS and conversion rate by improving checkout process.
Responsibilities: I was a senior UX designer, redesign the checkout process base on tracking data analysis and user research reports from researcher. I also provided suggestions on project planning to further fulfill the requirements from Business Department and user needs.
Performance Result of Checkout Section Enhancement
Performance Result of Checkout Section Enhancement
GMS grows 233% ⬆︎
Number of campaigns increase 152% ⬆︎ (Created by merchants)
(Nov. 2020 vs. Oct. 2020)
Understand Shoppers' Journey: Dive into quantitative data
Understand Shoppers' Journey: Dive into quantitative data
Since we had user reports in hand, to find out what have shoppers been through during their checkout journeys, I used analytics tools to understand shoppers' flow and created the context overview mapping of checkout process.
Web Site Purchase Behavior
Incentive circulation on website - fill cart from same shop.
App Purchase Behavior
Goal orientation flow on App - focus on checkout process.
Bottom Up of Purchase Journey
Since Checkout process is the funnel end of shopping journey, enhance checkout process means enhance from the funnel top - shop section.
How Might We Provide A Better Purchase Journey
How Might We Provide A Better Purchase Journey
Enhance experience of Product Page - start point of purchase journey.
Enhance Shop section - data analytics reveals shoppers behavior on B2C platform.
Simplify information over checkout process and support a better purchase judgement.
Challenge One
Challenge One
Leverage between business requirement and shoppers' need. As adding top AD banner was the requirement from business side and suggested to display payment method related promotion from product side.
Challenge Two
Challenge Two
Leverage between fixable campaign rule and information display. And considering about adding new campaign combination rule. Redesign for this new rule or a chance to optimize checkout experience.
This mapping diagram helps to indicate the connection between information flow and user flow during the purchase journey.
Original Cart Page
Original Cart Page
Scroll to explore
Tap to view analysis demo
New Design Cart Page
New Design Cart Page
Scroll to explore
Tap 'discount label' or 'shipping campaign info'
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