Context:
* Most Zola users complete a checkout in less than 10 minutes and Zola’s checkout completion rate is very strong at 75% — in comparison, most other e-commerce sites average at a 30% completion rate.
* Customer Service receives many tickets from confused users going through checkout. From competitive research , we know that there are many ways for us to improve the UX experience (especially mobile) to increase completion rate.
* Not only is there a UX need to redesign the checkout, there is also a tech one. The checkout needs to be refactored for the engineers to make changes more quickly and easily in the future.
Objectives:
* Redesign and refactor the checkout to fix confusing steps in the checkout process identified by Customer Service.
* Address the existing tech debt
* Implement UX improvements that could increase completion rate
Key Results:
* Decreased in checkout related Customer Support contacts codes by at least 75%
* Decreased the time it takes an engineer to make changes to checkout by 50%
* Increased checkout completion rate by at least 2% (from 75% to 76.5%)
* Increased the percent of users who checkout in under 5 minutes
Tech: React, Redux, React Final Form, API integrations with Stripe, Paypal and Venmo
Old one page checkout
Desktop View
Step #1: Shipping
Step #2: Delivery
Step #3: Payment
Step #4: Review
Mobile View
Step #1: Shipping
Step #2: Delivery
Step #3: Payment
