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Basket & Checkout
UX Research
Wireframes
Prototypes
2021
This project offered an opportunity to make a real impact on Biscuiteers business. One of the main challenges I faced was how to balance the needs of the customer with the needs of the business, particularly in terms of streamlining the checkout process without sacrificing upsell opportunities. It was important to ensure that the new design reflected Biscuiteers' brand identity while also incorporating modern UX best practices.
I started by conducting extensive research into Biscuiteers' website analytics using tools like HotJar and Google Analytics. This allowed me to identify pain points in the existing checkout process and create wireframes that addressed these issues while keeping in mind the client's specific requirements. Throughout the design process, I maintained a collaborative approach, working closely with the client to incorporate their feedback and suggestions. Additionally, I utilized a component-based design system that ensured consistency and made it easier to iterate on the design as needed.
Research played a critical role in the success of this project as it allowed us to understand Biscuiteers' target audience and identify pain points in their existing checkout process. By examining the analytics of the website and conducting competitor research, we were able to identify areas of improvement and determine how to streamline the checkout process.
Wireframing was a crucial step in the design process as it allowed us to establish the journey flow of the new checkout process before investing time and resources in UI design. By creating wireframes for both desktop and mobile, we were able to test and refine the user journey, ensuring that it was intuitive and seamless. This approach also allowed us to identify potential pain points and make necessary adjustments before moving on to UI design. By taking the time to create detailed wireframes, we were able to establish a solid foundation for the design and ensure that the final product met the client's specific needs while also adhering to modern UX best practices.
After the wireframes were finalized and approved, I worked on creating the UI for the basket and checkout. Taking a component-based approach, I focused on creating a consistent design system that would ensure the design stayed cohesive and would make it easier to iterate on the design as needed. Adhering closely to Biscuiteers' existing brand style guide, I was able to create designs that remained true to the brand's identity while also providing a modern and engaging user experience. By designing with an eye towards consistency and adhering to the brand styling, we were able to create a checkout process that felt familiar to returning customers while also being intuitive for new users.
In addition to streamlining the checkout process, I also created an interruption page that was strategically placed between the basket and the checkout. The interruption page was designed to upsell the user on lower value products as add-ons and ultimately help boost conversions and average basket value.