Review and Redesign of E-commerce Checkout Process

Original

Sign-In

• Text heavy page • Confusing display: a registration process, when one was expecting checkout process • Billing address asked before shipping (contrary to common checkout procedures) • Throughout all pages: links are not underlined; difficult to notice

Original

Shipping

• Confusing display. All information is duplicated: address, delivery method and gift card message • Page is introducing the concept of an “address book,” which should be used for registered and returning users only

Original

Discounts

• Text heavy page regarding discounts • Refers to “already redeemed a re-usable coupon,” but this is a first time shopper • Poor experience if one does not have a coupon

Original

Payment

• Fourth step and page in the process

Original

• • • •

Discounts

Very confusing note: “You’ve redeemed one or more coupons that will not be applied…” This is a first time user, they didn’t have or enter any coupons No indication in top graphic of step in the process; additional discounts page is out of sequence Introducing a new color scheme

Original

Order Summary

• Confusing editing links: “Change address” and “Use a different address” which should have the same editing function • Links are not obvious, especially on a background color

Redesign

Shipping Address

• Saves individual or multiple addresses for separate shipping destinations • Saved address list will be available to subsequent pages to select ship-to and bill-to addresses • Same module accessed from subsequent pages to edit existing or enter new addresses

Redesign

Shipping Method

• Can select one shipping address for entire order • Can select separate shipping addresses for each product • Add or edit ship-to addresses

Redesign

Gift Cards

• If available from the merchant and option selected, gift messages provided with order

Redesign

Payment Method

First Time Customers

• Enter new credit card • Designate billing address with payment type • Allow option to split order into multiple payment methods • More subtle display for discounts or coupons • Display invoice with shipping charges, discounts applied and order total

Redesign

Payment Method

Returning Customers

• Returning customers would select from credit cards saved on file or be able to enter a new card

Redesign

Order Summary

• Summary of order displayed by merchant • Links available to edit shipping or billing information

Redesign – Single Page

One-Page Checkout

• All functionality contained within one page • Forms to collect additional information (i.e. gift messages, coupons) presented in Ajax pop-ups.