Mobile Checkout Improvements

Owned by Laurie Allen, created
Last updated: Oct 21, 2020 by Aimeelyn Dineros
2 min read

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Overview

Requested by Joe Murphy, Conversion & Fulfillment on 10/13/2020

Description

Discover opportunities to improve the mobile checkout experience for m.ferguson.com. Weโ€™ll be conducting research on a new prototype, and the goal is for users to complete their purchase with little to no friction points upon checkout.

The scope of this research is from the Checkout page to Confirmation page.

What is the problem?

We need to have feature and design parity across our digital experiences, tailored for the device type. The study results for the mobile prototype will be applied to both m.ferguson.com and the mobile app.

Users have reported the following feedback:

  1. Friction points moving through the checkout forms when customer needs to edit or change details

  2. Need ability to edit shipping address and make it the primary/default address

  3. App performance is slow

  4. For some users, Products section wonโ€™t load

  5. For details, see the Insights Report for Mobile App Purchasers

How did you become aware of the problem?

  • Auditing the flows on desktop, mobile website, and mobile app

  • Feedback and testing

  • Analytics for B2B & B2C mobile checkout completion rates

Who is affected (customer, associate)?

Customer

What is the value to the business and/or customers?

Confirming with Sam B on 10/15/20

Ideal outcome

  • Improve average B2B Mobile Checkout Completion Rate fromย 69.7% to 72%

  • Improve average B2C Mobile Checkout Completion Rate fromย 61.7% to 63%

  • In general, reduce page load time, redundant fields, and overall time spent in mobile Checkout (exact data TBD)

  • Customer perceptions that the checkout is easy, fast, accurate, and trustworthy.

  • Decrease in calls and emails to the associate for help placing an order.

  • Decrease page load times from _______ to _______

  • Decrease in average user time spent in checkout flow from ______ to ________

Known Constraints

  • Limitations of prototypes

  • Data availability and accounting for users that abandon mobile checkout but complete order on desktop

Related Documentation

See Product Team discovery documentation for https://fergusonprod.atlassian.net/l/c/FSm7Cw1B

People

UX

  • Laurie Allen

  • James Corcoran

  • Aimeelyn Dineros

  • Drew Palko

Product Team

  • Joe Murphy

  • Billy Colonna

  • Kelly Oโ€™Hara

Stakeholders

  • ย 

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Work

Client Brief

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Research

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Discovery

Timeline:

10/13/20 Create this project intake request

10/16/20: UXR team to create study plan for B2C and B2B customers, approved by Joe Murphy by 10/20/20

10/20/20: Research team and DP to review compositions

10/21/20: AD provide scenarios to DP for prototypes

10/22/20: DP provides prototypes

10/23/20: AD adds B2C study to Validately; set up to use their panel

10/?/20: JC to pull B2B customer data list for recruitment; review with LA by 10/?/20 and plan recruitment strategy

10/?/20: LA and/or JC to recruit participants for B2B and schedule sessions for 10/? - 10/30/20

10/26/20: LA reviews B2C study. AD launch test in Validately

Analysis

10/21/20: Analyze B2C results and report to team by 10/30

11/2/20: Analyze B2B results and report to team by 11/4/20

Stakeholder Decision

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Design

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Conceptualize

Mobile T1 Checkout: https://www.figma.com/file/XLce6ZMdcN5qQnQNIC8FPQ/Single-Page-Checkout-Mobile?node-id=1427%3A28301

Mobile T4 Checkout: https://www.figma.com/file/XLce6ZMdcN5qQnQNIC8FPQ/Single-Page-Checkout-Mobile?node-id=1427%3A27077

Testing

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Production

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Evaluation

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Research Timeline

Resources

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