John Lewis basket optimisation
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Situation
The basket page on Johnlewis.com had not had a dedicated team for several years. Previous research and insights had identified that optimising the basket by one basis point could generate £14m.
Task
A team was created to identify pain points in the user experience and move the basket page to React from an older monolithic platform.
Action
As the Lead UX on the team, the activities I undertook included:
Identifying pain points of the existing process through user testing, Sessioncam and analytics.
Gathering previous testing, analysis and insights.
Prioritising areas identified for optimisation by development effort and business benefit.
Competitor analysis.
Brainstorming design approaches involving multi-disciplinary teams, research and subject matter experts.
Wireframing and prototyping user flows for user testing.
Testing concepts, learning from insights, and iterating.
Accessibility testing on multiple devices and accessibility tools.
Result
The results for the improvements to the checkout are broken down below:
Error messaging
What is it?
A top level error message, clear labels and improved product error messaging.
Why is it important?
Customers need to be able to easily understand errors in their basket so they can correct them to continue their purchase.
Adding these features is also key for accessibility.
Result of change
+ 1.2% increase in conversion (for those customers who saw an error message), which unlocked £1.8m in year benefit.
'Continue to checkout' visibility (mobile and tablet)
What is it?
Providing increased visibility of the call to action (CTA) to 'Continue to checkout' as customers were finding it harder to locate on mobile and tablet, particularly with larger baskets.
Why is it important?
Makes it clearer and easier for customers to proceed with their journey.
Result of change
An A/B test saw a +1.1% increase in mobile conversion (basket to checkout login page, which contributes to a £6.6m in year benefit.
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