Shopping on Any Device Should Be Easy
Have you ever been frustrated making a purchase online? Imagine maintaining multiple checkout platforms.
Implementing a responsive modular UI design system streamlined Macy’s checkout process, leading to improved usability and a significant increase in conversion rates across mobile, tablet, and desktop platforms.
The Macys checkout experience on laptop and mobile screens.
Situation
Macy’s, a leading American department store, serves customers both in-store and online. With the rise of mobile, tablet, and laptop shopping, ensuring a seamless checkout experience across all devices became crucial.
Challenge
The existing checkout process faced usability issues, causing friction for users. Developing, maintaining, and enhancing multi-platform checkout flows proved challenging, leading to decreased conversion rates and increased user errors.
Question
How can Macy’s improve the usability of its checkout process across all devices to enhance user experience and boost conversion rates?
Research and analysis
Gathered customer feedback, conducted usability studies, analyzed click-through data, and reviewed error logs to identify pain points causing friction during checkout.
Modular UI system
- Conducted a heuristic analysis of the existing checkout process and reviewed best practices for online form completion.
- Developed a responsive modular UI design system focusing on reducing cognitive load, providing clear inline messaging and validation, allowing user control, minimizing errors, and offering assistance when needed.
Testing and iteration
- Launched the new checkout experience to a test panel, allowing for iteration based on user feedback.
- Identified differences between guest and signed-in user experiences, leading to targeted adjustments.
Wireframes showing payment states for signed-in and guest checkout.
Results
Conversion Rate Improvements
- The new checkout design resulted in a positive conversion improvement across mobile, tablet, and desktop devices.
- Specifically, there was an 11.3% conversion lift in the guest segment and a 2.2% lift in the signed-in segment.
User errors reduced
The streamlined process led to a noticeable decrease in user errors during checkout, contributing to a smoother user experience.
Conclusion
By implementing a responsive modular UI design system, Macy’s successfully enhanced the checkout experience, leading to higher conversion rates and improved customer satisfaction across all devices.
