Project
Take a fresh, wholistic review of the checkout process to reduce errors, paintpoints, and customer service calls.

Recommendation
After extensive competitive research and stakeholder reviews, implement a step-by-step accordian structure for checkout.

UX Components
Competitive Audit
Audience Personas
Content Square Videos
Customer Service Audio
Wireframes
Stakeholder Reviews
Requirements

Fixing Bluestem Brand’s broken checkout system

Bluestem Brands contracted an agency to migrate their three clothing sites to the Salesforce platform. This set the stage for easier future improvements to the sites. An area that needed a thorough review and overhaul was the checkout process. Through competitive

Goals

  • Decrease cart abandonment.

  • Decrease customer service calls for checkout confusion.

  • Guide customers step-by-step through a logical process.

  • Conform to industry best practices.

  • Create community as a Place to Belong.

Lack of defined steps causes cart abandonment.

Starting Point

Understanding the pain points in the current design starting with “where do I begin?”

Defining distinct steps with validation.

  • Accordion drawers stay closed until actively used

  • Checkmark shows completed section

  • Active section lighlighted with colored bar

  • Steps are numbered so you can see where you are at in the process

  • Can return to a completed section by clicking on “Edit”

  • Can only move forward after successfuly completing prior section

  • Collapsed accordions facilitate less scrolling on mobile

Simplify and Consolidate the Complex Payment Section

  • Added Promo Code, Gift Card, Rewards to payment section to be all-inclusive.

  • Those optional sections are sub-accordions to cut down on visual and cognitive load.

A Checkout Summary to Inspire Confidence

  • The four previous steps summarized for review.

  • Ability to return to a previous section to edit or review.

  • Clear call to action.

Summary

The most critical piece of any retail website is checkout. Through customer calls, feedback, and Content Square user videos - it was clear that an overhaul was needed. As important as check-out is to a site, this project took months of reviews and presentations to stakeholders. We will closely monitor cart abandon rate, customer service calls, and usage videos to fine tune the process.

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