UX Design: Online basket & checkout experience

Timeframe: 6 months

Objective

The Boots checkout project aimed to re-design the online retail & basket experience in order to reduce basket abandonment, drive more conversions and drive subsequent sign-ups. The work also aimed to provide a newer and more modern experience to Boots customers, introducing more intuitive UX patterns, a smoother and more consistent UI and to drive the production of a modern Boots design system.

I led the UX for the project which included 3 large design epics for a “quick buy” feature, the basket and the full checkout experience, as well as contributing to the Boots design system and user story documentation.

I worked with product management to establish key user objectives for the work:

• Increasing user engagement throughout the basket and checkout, resulting in increased pending and completed orders.

• Increasing the conversion of guest customers, resulting in an increase in registered customers.

• Reducing the number of steps/clicks to checkout completion, resulting in faster order completion times.

• Reducing the friction of finding a desired product (ie. Recommended items), resulting in increased pending and completed orders.

• Increasing the engagement for order planning (ie. saving items), resulting in increased pending and completed orders.

Approach

I worked closely with business and design stakeholders and led junior UX designers/researchers throughout the work.

The discovery work I led for this project included:

• Leading market and competitor research

• Running design thinking activities

• Completing usability testing on alternative UI patterns and competitor comparisons

The design work I led for this project included:

• Wireframing the full desktop and mobile experiences & creating clickable prototypes to test ideas at every stage

• Running co-design sessions with the design team and design reviews with key stakeholders

• Collaborating with technical architects and developers to explore approaches and data requirements

• Performing user testing and communicating results, iterating on designs

• Documenting complex user flows and accessibility specifications

• Working closely with business analysts and product management to write user stories and acceptance criteria

I worked closely with a visual designer to finalise the design and create final prototypes to showcase the end-to-end experience across different user scenarios. We also worked closely with the Boots design team to contribute back to the design system.