I redesigned Matalan's ~£100m checkout for its ~8 million monthly users. The redesign allowed Matalan to begin dropshipping large furniture items on its website that were not stocked in its warehouses.
🏆 Projected revenue increase of ~£2m
🏆 Average time to complete checkout dropped by 4.4s
🏆 Mid checkout drop-offs fell 4.3%
With the need for dropship coming from the business, I first developed a strong understanding of the needs of the business in an interview with key stakeholders such as the project manager and lead backend architect. We discussed the implications of dropship on the customer and business.
We ran a user research session to observe users navigating the sales journeys of competitors that already offer similar product ranges. From this study we discovered the following insights:
👉 Users want clarity and control of delivery proposition and SLAs.
👉 Buying large furniture items online is inherently stressful.
👉 The bigger the commitment, the more reassurance needed.
Solution design involved lots of iteration and user testing. High level logic was mapped out on whiteboards followed by prototypes. We explored a wide range of options, particularly around the displaying of delivery details. The challange was trying to present complex delivery details and options in a simple and easy to understand way.
Prototypes were iterated on a number of times after remote user testing sessions. Users were asked to complete a full shopping journey from item discovery to order complete. We observed their understanding of the delivery options and followed up on the end to understand how when they would expect to recieve their items based on the checkout they just completed.
The final design overhauled the way Matalan presents order summaries and delivery options. The checkout split orders into individual deliveries with estimates and types of delivery clearly explained. Progress tracking in the checkout was simplified and the number of steps reduced. Optimising the overall checkout experience mean't the checkout did not suffer from the potential increase in complexity of delivery SLAs.
🏆 Projected revenue increase of ~£2m
🏆 Average time to complete checkout dropped by 4.4s
🏆 Mid checkout drop-offs fell 4.3%
