E-commerce Checkout Experience
R+F encountered an issue with some of their skincare products being restricted from shipping to certain areas in the US. The solution will reduce expenses, replace manual processes to manage shipping restrictions and improve customer experience.
Timeline
Role
Tools
Design Strategy
Responsibility
- Led end-to-end redesign for items with shipping restrictions
- Collaborated with PM to define product vision
- Led UX discussions with stakeholders
- Facilitated user testing for validation
- Created Design Components for our system
Result
- Decrease dropped cart rate by 25%.
- Save potential extra cost by over $180,000 in one quarter
- Drastically reduced customer complaint calls
Product Overview
Challenges with Previous Solutions
Rodan and Fileds is a B2C e-commerce company specializing in premium skincare and haircare products. This project aims to improve how we handle shipping restrictions throughout our customer's journey. However, the old solution is under performed and caused lot issue.
Poor customer experience
Intervention incurred extra costs.
Over $18,000 of fines in 1 Week
Main Pain Points
Lack of awareness and Limited support for customers decision-making
After analyzing our previous shipping restriction solutions, I identified two main user pain points and they are including late notifications and unclear identification, as well as communication gaps resulting in increased customer support interactions and missed sales opportunities.
User Groups
Catering to Three Distinct User Groups
Rodan and Fileds is a B2C e-commerce company specializing in premium skincare and haircare products. This project aims to improve how we handle shipping restrictions throughout our customer's journey. However, the old solution is under performed and caused lot issue.
Guest Customers
- No account
- Limited awareness
- High-international shopper
Loyal Customers
- Has an active subscription
- Higher expectations
- Exclusive treatment.
Classic Customers
- At least one order
- Efficient shopping experience.
- Limited tolerance
Problem Statement
How might we effectively adhere to shipping regulations, while also enhancing user satisfaction?
Research
Competitive Analysis
I began my research by examining various platforms such as REI, Sephora, and CVS. Analyzing how these platforms communicate information about shipping restricted items at different shopping stages, I gained valuable insights.
- Early Notification
Inform users about potential restrictions early in the shopping journey.
- Targeted communication
Only alert users directly affected by restrictions to avoid disrupting casual browsing.
Secondary Research
Capturing attention play a crucial role in enhancing awareness. So Finding the sweet spot in seeking the right amount of attention is key as we refine our strategy. To achieve this, I conducted secondary research to gain insights on effectively striking the balance when notifying our customers about shipping-restricted items.
- Consider urgency and user actions
Tailor communication based on importance and what users can do.
- Guide users to solutions
Provide clear pathways to resolve issues.
- Utilize color and variation
Employ strategic color choices and diverse approaches for better engagement.
Design Discovery
Analyzing User Needs for Shipping Restrictions Communication
My design discovery process involves analyzing user needs at different stages of the shopping journey to gain insight into how we should communicate information about shipping-restricted items.
Design Exploration
Enhance awareness during different stages of the shopping process
Based on research insights, I designed solutions to keep customers informed about shipping restrictions throughout the shopping journey. This involved exploring various UI options and A/B testing indicator placements to optimize user awareness.
🟡 Moderate Urgency
For moderate restrictions, we explored contextual and passive notifications. The language used is purely informative, avoiding instructions.
🔴 Most Aggressive
For moderate restrictions, we explored contextual and passive notifications. The language used is purely informative, avoiding instructions.
🟠 Aggressive
In the post-purchase stage, where restricted information is moderately urgent, this design treatment primarily targets loyal customers with an active subscription cart. Clear communication of restrictions is crucial after auto-purchase, particularly for customers making future decisions based on shipping limitations.
Design Exploration
Enhance Awareness from Type of Product in Question
My design discovery process involves analyzing user needs at different stages of the shopping journey to gain insight into how we should communicate information about shipping-restricted items.
Using different language for product type.
Bundle
Customization Process
In the post-purchase stage, where restricted information is moderately urgent, this design treatment primarily targets loyal customers with an active subscription cart. Clear communication of restrictions is crucial after auto-purchase, particularly for customers making future decisions based on shipping limitations.
Post-Launch
Impacts
$180,000
Potential extra costs saved in one quarter
<25%
Decreased drop cart rate
<39%
Drastically reduced amount of customer complaint calls.
Retrospect
What we'd do differently
Risk Assessment and Contingency Planning
Conduct a risk assessment to identify potential challenges and uncertainties that may impact effort requirements. Develop contingency plans to address such risks and allocate additional resources or adjust timelines accordingly.
Anticipate Change
Recognize that stakeholder turnover is a possibility and build flexibility into the project plan. Be prepared to adapt and adjust course if necessary, and communicate the potential impact of stakeholder changes to the team and other stakeholders.
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