Mobile App: Cart Improvements
The Mobile App Team found out that our cart completion rate (customers who start checkout after visiting the cart page) is half of what it was on desktop. As part of our FY22 Q4 initiative the Mobile App Team wanted to redesign an improved mobile app cart experience in order to improve cart completion rate.
The mobile app cart completion rate was not performing as well as the desktop. Cart abandoned rate was much higher on the mobile app than on desktop.
Gathering Insights
As part of the cart improvement initiative, I conducted an unmoderated usability study on the current cart experience in the mobile app to obtain insights and feedback on user’s current experience. I defined and outlined various tasks for our users to perform in order to gain a full understanding of what the users thought of the current cart experience.
Scenario and Tasks
Scenario:
You are working on a bathroom remodel and looking to purchase a faucet.
Task 1:
Search for the Delta 35749LF faucet and add it to your cart. Once complete, view the cart page and without selecting anything please describe what you see on the page.
Scenario:
You realize you want to purchase 10 more of the same faucets.
Task 2:
Please show us how you would add 10 more of the same faucet to your cart. Please think out loud as you go through this step.
Follow Up Question:
How easy or difficult was it to add 10 more additional faucets to your cart?
Scenario:
You have a promo code for the faucet you want to purchase. You want to apply the promo code to your purchase.
Task 3:
Please explain how you would go through this process in order to apply a discount to your purchase. Use code TEST4VFJRD4 to test the coupon option.
Follow Up Question:
How easy or difficult was it to complete the task?
Scenario:
You aren’t ready to complete your purchase but want to save the faucets in your cart.
Task 4:
Please explain how you would go through this process in order to save the faucets for a future purchase.
Follow Up Question:
Was there anything you expected when trying to save the faucets for a future purchase?
Scenario:
You want to change the delivery date for one day delivery.
Task 5:
Please explain how you would go through this process in order to change the delivery date & time.
Follow Up Question:
How easy or difficult was it to complete the task?
Scenario:
You want to change the delivery location for your order.
Task 6:
Please explain how you would go through this process in order to change the delivery location.
Follow Up Question:
Was there anything you expected when changing the delivery location?
Results of Usability Test
Once the test was launched and completed I evaluated the results of the test and provided my design recommendations based on the participants’ feedback, aimed at increasing the cart conversion rate and improving the overall mobile cart experience.
Task 1 Results:
100% Success Rate
Task 2 Results:
100% Success Rate
Participant Quotes:
“I would say it was very easy because it clearly gave me the option to add or subtract the amount of items I needed. It was very obvious to go to the correct spot to add more items. It worked exactly as I expected it to.”
“It was pretty easy to press the + button but there was a weird lag that caused the number to go back down when I got to 10”
Task 3 Results:
100% Success Rate
Participant Quotes:
“It wasn’t clear in the code entry whether it would automatically accept my entry or whether I’d have to hit enter on my keyboard. Also there was no on-screen submit button for the code entry, which was a bit confusing.”
Task 4 Results:
100% Success Rate
Participant Quotes:
“I had to create a project in order to save but it was good I could do that even as a guest. Does it save it in the app without an account? It look like it does but I’m not sure.”
“I was expecting a more simple “save cart” option. The “save to project” tool is helpful, but perhaps a little unnecessarily complicated if I want to keep it simple and not deal with the extra steps of naming a project and so on. Also, I was expecting to see a button to save it somewhere on the cart page.”
Task 5 Results:
80% Success Rate, 20% Non Success
Participant Quotes:
“I couldn’t complete, it didn’t offer the one day option even when I clicked on my address or the delivery option”
“Easy, but not super intuitive. Seems like there should be a “delivery option” button, not just an estimate”
Task 6 Results:
100% Success Rate
Participant Quotes:
“I expected to be asked for a zip code and maybe a full address, then review the shipping options and pick one.”
Final Questionaire 1:
What is one thing you would like to add in the cart page?
Participant Quotes:
“A faster, more visible way to save the cart beyond the option hidden in the menu on the top right. Something like a “save cart” button for example.”
“The one thing I would add on the cart page would be to change the time frame in delivery.”
Final Questionaire 2:
How easy or difficult was it to navigate through the cart page?
Participant Quotes:
“Most tasks were easy, there was some lag adding products, and I couldn’t change the shipping date or enter my address”
“For the most part, pretty easy and simple, but there are some bumps I would nitpick. For example, lack of clarity around entering a coupon code and not seeing a button for submitting it.”
Additional Research
I conducted additional research to supplement our observations and findings in our usability test. I compared our current cart experience with our competition and other industry leaders and also benchmarked current industry standard UX practices through Baymard Institute to improve our cart experience.
Comparative Analysis
To aid in my research I also documented an Comparative Analysis chart in order to compare our cart features among different brands.
Wireframing
After concluding my initial research, I transitioned into the exploration, ideation, and conceptualization phase of the project. My first step was to create low-fidelity wireframes, strategically mapping out the enhanced user flow.
Mockups & Prototypes
After completing the wireframe ideation process, I designed high-fidelity mockups and a functional prototype. These assets were crafted to present to stakeholders and to prepare for another round of user testing.
