Industry:
eCommerce
Role:
Sr. UX Designer, IC
Challenge:
Redesign and improve conversion, revenue, and AOV. Update design system to match client re-brand.
Users:
- Existing Sam's Club members
Methods & Technologies:
- User Interviews
- Call Center / VOC Data
- A/B Testing
- Google Analytics
- Revenue Tracking
Outcomes:
- ~ 22% Conversion Rate
- ~ 10k Visits/day
- Reduced reprints ~10%
While working for Harland Clarke I redesigned the checking personalization flow in order to reduce dropoff, increase usability, and improve the overall user experience.
Check personalization presented a number of issues — the foremost being that the number sequence is long and needed to be properly broken down into components that were easy to understand to decrease cognitive load for the user. The second issue is that when presenting all of the options of personalization at once, decision paralysis set in and the experience was overwhelming to the user.
Check Personalization Flow
Through testing we discovered that while our users used cheks often, the MICR line was something that they had difficulting understanding. There is not a clear delineation of routing, account, and starting check number on the MICR line. To reduce errors, I changed the format from entering one continuous string of numbers into a text field to a visual guide that groups number sequences by type. This reduced the cognitive load for the user and reduced errors and reprints.
Contextual Error Messaging
Tabs separate functional areas
Personalization tasks were placed into tabs that the user could switch back and forth. Section of the check where personalization would appear were highlighted.
Address Verification
Microservice to verify address against the USPS database allowed the user to correct errors before the preview.
Optional customization
Font upsells and logos allowed the user to add a personal touch.
Preview of check
Allowing the user to see a preview of the check as a digital proof reduced reprints as well. In-plant rush upsell on this screen increased the rate of selection. Testing showed us that when we moved this option to other screens such as checkout, the user did not choose this option at all.
Interstitial cross sell modal.
Interstitial cross sell modal appears when user approves and adds the check to the cart. This modal allows users to add additional products without leaving the checkout funnel.
Checkout
