hello@common-good.co 0161 236 9898

1st floor, 68 Sackville Street
Manchester M1 3NJ

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Basket Prototyping

Data, service prototyping and user experience design engagement to re-imagine the checkout experience for Canyon to be more simple, dynamic and optimised.

Discovery

The team conducted a series of discovery activities linking business data, analytics and customer insight to provide strategic outcomes that would improve website optimisation and increase site conversion by 0.1%.

activities

Data & analytics analysis
Flow & task analysis
Heat map & video review
Customer insight gathering
Analogous & best-in-class research
User experience teardown
Establish baseline and KPIs
Develop a strategic plan

Approach

Breaking the check out process into sections using flow data analytics, heat-maps and video analysis enabled the team to identify a series of opportunities, coupled with behavioural data that informed the prototype design.

Sections audited and reviewed:

Design of the shopping cart
Format of addresses
Design of payment page
Clarity of delivery method selection
Usability of card payment gateway
Form completion
Clarity of thank you page
Global consideration
User behaviour on site

Prototyping

Designed directly in the browser we wanted to get from sketch to interface as quickly as possible. Enabling the team to be expressive and intuitive, while simultaneously eliminating hurdles from the product development process.

The redesigned basket enabled:

Simplification of the check out process
Efficiency improvements
Reduction in errors, effort, confusion and distraction
Increase in legibility and consistency

Pages in the checkout process:

Payment
Review
Delivery
Thank you

The prototype facilitated:

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  • Lorem ipsum dolor sit amet, consectetur adipiscing elit.
  • In id blandit metus, vestibulum dictum est. Vestibulum pharetra turpis mi.
  • Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Impact

Rapid in-browser prototyping and testing enabled us to gain feedback and data on conversion impact within a matter of weeks. A/B testing validation then provided proof of a 0.08% conversion increase equating to c. €14m annually.

Simplified the whole process
Reduce the size of the cart and make it less intimidating
Reduced errors, effort, confusion and distraction

Highlights

  • Increased conversion of 0.08%
  • Improved efficiency of use flow (reduced steps)
  • Increase legibility and consistency

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Get in touch

We’d love to hear from you. We’re always interested in meeting new people, businesses and organisations.

hello@common-good.co
0161 236 9898

Find us

1st floor, 68 Sackville Street
Manchester M1 3NJ