Retail B2C Buy-flow Funnel Redesign

Appreciating Competitor Feature/Functions Supporting common Checkout Flows

I conducted a quick competitive analysis not to copy cat what other retailers were doing but to identify gaps, opportunities and patterns that were common in the retail check out space.

This investigation led to discussions around future-state feature/functions like the introduction of a Wish List and Email Your Cart capabilities. These items were considered important to the business and were added to the product roadmap and sprint backlog.

Buy Flow Analysis: Sampling competitor buy flows and UI/IxD patterns

Dooney’s existing checkout flow was considered a single page checkout (no Review page prior to final submit) and was the only checkout flow sampled that offered a single page checkout experience.

There was some debate and considerations made to the “comfort” a Review page offers some users. Moreover, the presence of a Review page can aid in lowering product returns and customer service phone calls. Conducting an A/B Test with and without a Review page could be a healthy exercise.

We also used these workshops to discuss the pros and cons of other various interface patterns supporting popular checkout flows. The result often inspired ideas around which patterns would make the Dooney checkout experience unique. In the end, we focused on those options that we felt would promote the user’s forward momentum towards successfully completing a purchase.

Red Route Analysis: Checking in on Feature/Functionality Popularity

A checkout flow is often comprised of many other feature/functions. For example, users can engage with DooneyPay (a no-interest, installment payment option), apply multiple gift cards to a purchase and more.

We used two years of purchase trend data and analytics to evaluate which feature/functions of the checkout flow were most popular to Dooney users. We then used this information to make hard choices about future-state design tweaks. For example, we realized it was very rare that users touched the quantity drop down during checkout so we decided to chop the quantity control ability from the checkout flow interface. 

Additionally, we also discovered that users were likely using the Shopping Bag as a mechanism for comparing products. The future state solution will tout the ability to add items to a Wish List where product comparisons could be accommodated as a sub feature.