The Harvey Nichols checkout project involved a complete redesign of the checkout process for both the website and the native app. The project focused on enhancing the user interface (UI) and user experience (UX) by streamlining navigation, simplifying the steps involved, integrating modern payment options like Apple Pay and PayPal, and ensuring consistency across platforms.
Key aspects of the update included:
Data Gathering and Analysis
Gathering quantitative research using Google Analytics and ContentSquare tools.
Mapped out a simple user journey to document issues and set priorities.
Conducted user interviews to gather qualitative research.
Competitor Analysis
Analysed 26 e-commerce sites to benchmark best practices.
Documented both mobile and desktop experiences for a comprehensive understanding.
Checkout Review
Conducted an in-depth review using ContentSquare to identify pain points and bottlenecks.
Created a summary document to guide the redesign efforts.
Wireframes and Prototypes
Developed low-fidelity wireframes based on user insights.
Created four personas to represent different user journeys, including common and complex scenarios.
Designed high-fidelity prototypes for testing with target users.
A/B Testing
The prototypes and static designs were tested with the Harvey Nichols User Testing Group (comprised of 50 participants), providing additional quantitative data that helped identify potential solutions.
Outcome: The redesigned checkout process is faster, more efficient, and enjoyable, ultimately improving conversion rates and customer satisfaction. The new design features a simplified interface, streamlined steps, autofill features, guest checkout options, and clear progress indicators.
Key aspects of the update included:
Data Gathering and Analysis
Gathering quantitative research using Google Analytics and ContentSquare tools.
Mapped out a simple user journey to document issues and set priorities.
Conducted user interviews to gather qualitative research.
Competitor Analysis
Analysed 26 e-commerce sites to benchmark best practices.
Documented both mobile and desktop experiences for a comprehensive understanding.
Checkout Review
Conducted an in-depth review using ContentSquare to identify pain points and bottlenecks.
Created a summary document to guide the redesign efforts.
Wireframes and Prototypes
Developed low-fidelity wireframes based on user insights.
Created four personas to represent different user journeys, including common and complex scenarios.
Designed high-fidelity prototypes for testing with target users.
A/B Testing
The prototypes and static designs were tested with the Harvey Nichols User Testing Group (comprised of 50 participants), providing additional quantitative data that helped identify potential solutions.
Outcome: The redesigned checkout process is faster, more efficient, and enjoyable, ultimately improving conversion rates and customer satisfaction. The new design features a simplified interface, streamlined steps, autofill features, guest checkout options, and clear progress indicators.