CLIENT:
Microsoft
CATEGORY:
UX/UI, Desktop, Mobile Web
PROBLEM STATEMENT
Current e-commerce experience currently requires users to create an account before they can complete a purchase. This mandatory registration process presents a significant barrier to entry for potential customers, leading to a higher rate of cart abandonment and a decreased overall conversion rate.
Without a guest checkout option, we are losing out on sales from users who prefer a quicker, more streamlined purchasing experience. Many customers may feel deterred by the need to provide personal information or create a password, resulting in frustration and a potential shift to competitors who offer easier checkout processes.
To enhance user experience, improve conversion rates, and remain competitive in the e-commerce landscape, we need to explore the feasibility and implementation of a guest checkout option that allows users to make purchases without prior account creation. This change aims to lower barriers for new customers, increase completed transactions, and ultimately drive revenue growth.
User research, competitive analysis and initial user journeys
Competitive analysis was done to review some best practices and optimal flows. I took into account the slight differences in user journeys between account holders and guest users and optimized the flow and checkout forms.
Identify Key Goals for online experience
Build Trust and Reduce Anxiety
Minimize friction by allowing customers to complete purchases without creating an account. This reduces barriers and increases conversion rates.
Provide a faster option for customers who are hesitant to register, helping to lower cart abandonment rates.
Cater to users who are concerned about data privacy by offering an option that requires fewer personal details.
Attract new customers by simplifying the initial purchase experience, thus reducing hesitation.
Final Desktop and Mobile Web UI
Cart and checkout forms were updated to account for a guest user.
The new feature was initially tested at a 50/50 split among cart/checkout traffic.
After a successful test period we increased checkout page views +22% and order rate +20%, proving successful and launching to 100% of the traffic.
