The previous Currys checkout was difficult to use, slow, and had high drop-off rates at various stages. Form fields were hard to fill in and the experience was not optimised for mobile devices.
Checkout Redesign
Overview
My role
To create a new checkout experience that reduces friction, drop-offs, and allows customers to quickly add information to complete the order on all breakpoints.
Result
I created a single-page checkout where all customer data is added on one page. This increased progression to the checkout by 1.88%, resulting in an additional £10m YOY.
Research
During discovery, I collaborated with BAs and Solution Architects to map all systems and touch points connected to checkout, ensuring nothing was overlooked. I analysed competitors and identified opportunities to reduce friction through pre-filled customer data. Using analytics, I identified key drop-off points in the funnel to understand customer pain points.
A key design change was restructuring the checkout flow by moving sign-in later in the journey, as requesting sign-in too early was contributing to checkout abandonment.
Basket redesign
To redesign the checkout, the old and new systems needed to run in parallel. I started by redesigning the basket page, ensuring it integrated seamlessly with the existing checkout.
Page Goals and Friction Reduction
I created a checkout goals diagram to show stakeholders where each feature would sit on which page. The step journey on the right shows the more data I can save about the customer, the more quicker a customer can complete the order.
Handling Complex Checkout Journeys
Currys has complex product types. To ensure the new checkout worked across all product types, I created wireframes for the worst-case scenario. If the design worked in this scenario, it would also work for simpler single-product journeys. This wireframe demonstrates how the design supports a complex mixed-basket scenario without breaking the checkout flow.
Final Mobile Delivery UI Design
The final UI design allows users to choose delivery slots or store collection without signing in. As each section is completed, it collapses, creating a perception of speed and progress. The experience is designed to support both single and mixed orders.
Final Mobile Collection UI Design
I had designed the collection journey as part of the single-page checkout. A few years later, I returned to a different squad to redesign the collection journey after it began receiving negative NPS scores. In this user research document you can see the steps I took to make collection easier.
Final Desktop Delivery UI Design
This is an example of a desktop page showing delivery slots. You can see how the layout is design-agnostic and supports a mixed basket scenario.
Final Desktop Collection UI Design
This is an example of a desktop page showing how a customer can view their selected store, toggle between stores within a 1-hour radius, or view all available stores.
Result
Through extensive research, testing, design, and prototyping, I mapped the full single-page checkout experience and launched it incrementally.
Checkout progression
The single-page checkout increased progression by 1.88%, indicating fewer drop-offs and more completed orders.
Checkout revenue
A 1.88% increase in revenue translated to an additional £10m YOY, thanks to reduced friction and barriers.
Small items mobile conversion
Redesigning the delivery slots and store selection optimised the mobile site, improving mobile orders.
Large items mobile conversion
Optimising the mobile experience for large products increased mobile conversion to 5%.
Basket insurance increase
An A/B test of the basket insurance options highlighted the benefits of each option, increasing conversion by 4.2% and generating £1.3m YOY.
