Shopping Cart Experience Redefined - Forever 21
Shopping Cart Experience Redefined - Forever 21
Shopping Cart Experience Redefined - Forever 21
Cart abandonment occurs when customers add products to their shopping carts but do not complete the purchase. This is a significant challenge faced by many e-commerce websites, including Forever 21. The abandonment rate of the shopping cart for Forever 21 is around 68.8%, which is a significant loss for the company. To address this issue, I proposed several UX/UI design improvements and checkout process optimizations. By doing so, I aim to reduce the cart abandonment rate and improve the overall user experience
Timeline
1 week
Team
Individual
Tools
Figma, Balsamiq
Target Audience
Age: 20-35
Methods
User Research, Sketching/Paper prototyping, Usability Testing
Challenge: Lost in Translation
Card abandonment can happen for a variety of reasons, including poor user experience, unclear pricing, and shipping information, complicated checkout processes, and more. The problem of card abandonment can be detrimental to Forever 21's business growth, as it reduces the number of sales and revenue.
Solution
Identify and understand the reasons behind cart abandonment
Develop effective strategies to reduce the rate of card abandonment
Improve the customer experience to increase sales and revenue
25%
Improved onboarding process
30%
Increase in user retention
85%
Improved immersive experience
Identify the reasons for Cart Abandonment
Understand the product, existing app flow, and business needs
Forever 21 is an American E-commerce fashion retailer offering a wide range of clothing, accessories, and beauty products for men and women. E-Com boomed after COVID-19 as online shopping was more feasible, This company also has a large potential to gain young customers as it focuses on trendy and affordable fashion.
Understanding what needs to be solved
I conducted a comprehensive analysis of the Forever 21 application and identified several areas for improvement. Understanding where the user feels confused, frustrated, tired, and leaves the application. With the analysis, I got a sense of why customers abandoned their shopping carts and proposed several design and checkout process improvements.
The outcome of this research
Upon solving this problem I work toward making the users complete the payment for the items added to the cart and create a more steady and understandable flow for the users.
Business Impact
Revenue build-up, good customer experience with returning customers, and trust in the brand
With this analysis, I got a sense of why customers abandoned their shopping carts and proposed several design and checkout process improvements. Some of the most common reasons are poor usability on mobile devices, unclear shipping charges, complicated checkout processes, and limited payment options. Other factors such as return and refund policies, lack of promo codes, and trust issues with the website also contributed to the cart being abandoned
Heuristic Evaluation of the Existing app-flow
Develop strategies to reduce Cart Abandonment
To reduce cart abandonment, it is essential to provide a seamless and convenient online shopping experience to customers. Some of the strategies that I came up with to reduce cart abandonment include:
Mobile-optimized design
As most users prefer mobile applications, creating a user-friendly and engaging mobile application can significantly reduce cart abandonment. This could include enhancing user performance by adding chatbots and symmetrical layouts.
Clear shipping charges
We recommend providing a clear picture of shipping charges to prevent any uncertainty at checkout. This could be displayed on the top of the product page or in the product description.
Guest checkout
Allowing customers to make purchases without creating an account can shorten the checkout process and provide a convenient option for customers who do not want to provide their personal information. Customers can confidently make purchases without having to save their credit card details.
Total savings
Adding the total savings below the total price can make customers feel satisfied with the purchase and encourage them to proceed with the transaction.
Clear return and refund policy
By providing sufficient information about the return or refund policy, customers will feel more confident making purchases.
Promo codes and discounts
By providing discounts and promo codes, customers may be more willing to make purchases, even when they are browsing without any intention to buy.
Time-limited discounts
Adding a time-stamped discount, customers will be encouraged to complete the transaction because the offer is only available for a short period.
Secure payment options
By clearly indicating that the payment method is encrypted and secure, customers will feel more confident in making purchases. Adding a button next to the payment option can provide more detailed information about the payment policy.
Wishlist
Customers may not want to buy certain items but may want to purchase them later. By allowing them to add items to their Wishlist, they can come back and buy them later.
Customer support
Providing a customer support button on the checkout page can enable customers to get their queries answered immediately and prevent cart abandonment.
Implementation
To implement these strategies, I followed the following steps:
Conduct a usability test to identify any pain points in the current checkout process
Redesigned the checkout process to make it more intuitive and user-friendly
Display all fees and taxes upfront and clearly during the checkout process
Optimize the app's technical performance by identifying and fixing any technical issues
Monitor the app's performance and customer feedback to ensure that the changes are effective
Re-designed Model
To reduce cart abandonment, I created a mobile-optimized design with features like symmetrical layouts and clear shipping charges on the product page. Additionally, offering guest checkout, total savings, a clear return and refund policy, promo codes and discounts, time-limited discounts, secure payment options, a wish list, and customer support can all contribute to a more satisfying shopping experience and encourage customers to complete their transactions
Conclusion
The problem of card abandonment on the Forever 21 app can be addressed through the implementation of effective strategies to simplify the checkout process, display all fees and taxes upfront, and improve technical performance. By improving the customer experience through these strategies, businesses can improve their conversion rates and increase customer loyalty.
Identify the reasons for Cart Abandonment
Understand the product, existing app flow, and business needs
Forever 21 is an American E-commerce fashion retailer offering a wide range of clothing, accessories, and beauty products for men and women. E-Com boomed after COVID-19 as online shopping was more feasible, This company also has a large potential to gain young customers as it focuses on trendy and affordable fashion.
Understanding what needs to be solved
I conducted a comprehensive analysis of the Forever 21 application and identified several areas for improvement. Understanding where the user feels confused, frustrated, tired, and leaves the application. With the analysis, I got a sense of why customers abandoned their shopping carts and proposed several design and checkout process improvements.
The outcome of this research
Upon solving this problem I work toward making the users complete the payment for the items added to the cart and create a more steady and understandable flow for the users.
Business Impact
Revenue build-up, good customer experience with returning customers, and trust in the brand
With this analysis, I got a sense of why customers abandoned their shopping carts and proposed several design and checkout process improvements. Some of the most common reasons are poor usability on mobile devices, unclear shipping charges, complicated checkout processes, and limited payment options. Other factors such as return and refund policies, lack of promo codes, and trust issues with the website also contributed to the cart being abandoned
Heuristic Evaluation of the Existing app-flow
Develop strategies to reduce Cart Abandonment
To reduce cart abandonment, it is essential to provide a seamless and convenient online shopping experience to customers. Some of the strategies that I came up with to reduce cart abandonment include:
Mobile-optimized design
As most users prefer mobile applications, creating a user-friendly and engaging mobile application can significantly reduce cart abandonment. This could include enhancing user performance by adding chatbots and symmetrical layouts.
Clear shipping charges
We recommend providing a clear picture of shipping charges to prevent any uncertainty at checkout. This could be displayed on the top of the product page or in the product description.
Guest checkout
Allowing customers to make purchases without creating an account can shorten the checkout process and provide a convenient option for customers who do not want to provide their personal information. Customers can confidently make purchases without having to save their credit card details.
Total savings
Adding the total savings below the total price can make customers feel satisfied with the purchase and encourage them to proceed with the transaction.
Clear return and refund policy
By providing sufficient information about the return or refund policy, customers will feel more confident making purchases.
Promo codes and discounts
By providing discounts and promo codes, customers may be more willing to make purchases, even when they are browsing without any intention to buy.
Time-limited discounts
Adding a time-stamped discount, customers will be encouraged to complete the transaction because the offer is only available for a short period.
Secure payment options
By clearly indicating that the payment method is encrypted and secure, customers will feel more confident in making purchases. Adding a button next to the payment option can provide more detailed information about the payment policy.
Wishlist
Customers may not want to buy certain items but may want to purchase them later. By allowing them to add items to their Wishlist, they can come back and buy them later.
Customer support
Providing a customer support button on the checkout page can enable customers to get their queries answered immediately and prevent cart abandonment.
Implementation
To implement these strategies, I followed the following steps:
Conduct a usability test to identify any pain points in the current checkout process
Redesigned the checkout process to make it more intuitive and user-friendly
Display all fees and taxes upfront and clearly during the checkout process
Optimize the app's technical performance by identifying and fixing any technical issues
Monitor the app's performance and customer feedback to ensure that the changes are effective
Re-designed Model
To reduce cart abandonment, I created a mobile-optimized design with features like symmetrical layouts and clear shipping charges on the product page. Additionally, offering guest checkout, total savings, a clear return and refund policy, promo codes and discounts, time-limited discounts, secure payment options, a wish list, and customer support can all contribute to a more satisfying shopping experience and encourage customers to complete their transactions
Conclusion
The problem of card abandonment on the Forever 21 app can be addressed through the implementation of effective strategies to simplify the checkout process, display all fees and taxes upfront, and improve technical performance. By improving the customer experience through these strategies, businesses can improve their conversion rates and increase customer loyalty.
Identify the reasons for Cart Abandonment
Understand the product, existing app flow, and business needs
Forever 21 is an American E-commerce fashion retailer offering a wide range of clothing, accessories, and beauty products for men and women. E-Com boomed after COVID-19 as online shopping was more feasible, This company also has a large potential to gain young customers as it focuses on trendy and affordable fashion.
Understanding what needs to be solved
I conducted a comprehensive analysis of the Forever 21 application and identified several areas for improvement. Understanding where the user feels confused, frustrated, tired, and leaves the application. With the analysis, I got a sense of why customers abandoned their shopping carts and proposed several design and checkout process improvements.
The outcome of this research
Upon solving this problem I work toward making the users complete the payment for the items added to the cart and create a more steady and understandable flow for the users.
Business Impact
Revenue build-up, good customer experience with returning customers, and trust in the brand
With this analysis, I got a sense of why customers abandoned their shopping carts and proposed several design and checkout process improvements. Some of the most common reasons are poor usability on mobile devices, unclear shipping charges, complicated checkout processes, and limited payment options. Other factors such as return and refund policies, lack of promo codes, and trust issues with the website also contributed to the cart being abandoned
Heuristic Evaluation of the Existing app-flow
Develop strategies to reduce Cart Abandonment
To reduce cart abandonment, it is essential to provide a seamless and convenient online shopping experience to customers. Some of the strategies that I came up with to reduce cart abandonment include:
Mobile-optimized design
As most users prefer mobile applications, creating a user-friendly and engaging mobile application can significantly reduce cart abandonment. This could include enhancing user performance by adding chatbots and symmetrical layouts.
Clear shipping charges
We recommend providing a clear picture of shipping charges to prevent any uncertainty at checkout. This could be displayed on the top of the product page or in the product description.
Guest checkout
Allowing customers to make purchases without creating an account can shorten the checkout process and provide a convenient option for customers who do not want to provide their personal information. Customers can confidently make purchases without having to save their credit card details.
Total savings
Adding the total savings below the total price can make customers feel satisfied with the purchase and encourage them to proceed with the transaction.
Clear return and refund policy
By providing sufficient information about the return or refund policy, customers will feel more confident making purchases.
Promo codes and discounts
By providing discounts and promo codes, customers may be more willing to make purchases, even when they are browsing without any intention to buy.
Time-limited discounts
Adding a time-stamped discount, customers will be encouraged to complete the transaction because the offer is only available for a short period.
Secure payment options
By clearly indicating that the payment method is encrypted and secure, customers will feel more confident in making purchases. Adding a button next to the payment option can provide more detailed information about the payment policy.
Wishlist
Customers may not want to buy certain items but may want to purchase them later. By allowing them to add items to their Wishlist, they can come back and buy them later.
Customer support
Providing a customer support button on the checkout page can enable customers to get their queries answered immediately and prevent cart abandonment.
Implementation
To implement these strategies, I followed the following steps:
Conduct a usability test to identify any pain points in the current checkout process
Redesigned the checkout process to make it more intuitive and user-friendly
Display all fees and taxes upfront and clearly during the checkout process
Optimize the app's technical performance by identifying and fixing any technical issues
Monitor the app's performance and customer feedback to ensure that the changes are effective
Re-designed Model
To reduce cart abandonment, I created a mobile-optimized design with features like symmetrical layouts and clear shipping charges on the product page. Additionally, offering guest checkout, total savings, a clear return and refund policy, promo codes and discounts, time-limited discounts, secure payment options, a wish list, and customer support can all contribute to a more satisfying shopping experience and encourage customers to complete their transactions
Conclusion
The problem of card abandonment on the Forever 21 app can be addressed through the implementation of effective strategies to simplify the checkout process, display all fees and taxes upfront, and improve technical performance. By improving the customer experience through these strategies, businesses can improve their conversion rates and increase customer loyalty.
© Copyright 2024. Designed by Kavyashree Upendra
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© Copyright 2024. Designed by Kavyashree Upendra
Made with ❤