Case Summary

Overview

Faraday's, an Austin kitchenwares store, contracted with a proprietary e-commerce provider for a templated website. The e-commerce element increased store revenue, but poor design instilled distrust, and 20% of its customers left during the checkout flow.

Problem Statement

Faraday's middle-aged users distrusted its e-commerce platform because it lacked familiar payment methods and a clear exit from the checkout flow. How might we build trust with Faraday's e-commerce users?

Outcome

I utilized user interviews and usability tests to create a flow that built trust with users by immediately presenting them with all their payment options and by giving them the option to exit the checkout at any time.

Project Details

Heuristic Analysis

Competitive & Comparative Analysis

Two of Faraday's five competitors/comparatives (both local) appeared to use the same proprietary website provider.
Faraday's nearest competitor was Williams-Sonoma. The two stores shared similar design, products, and clientele, but Williams-Sonoma actively promoted holidays, provided a registry and a wish list, and offered a clickable map to their store.





And, key to our analysis, Williams-Sonoma's online checkout introduced less friction by presenting familiar credit card payment options and allowing users to exit the checkout. The difference between the two processes were like day and (a dark and stormy) night. Williams-Sonoma delivered for its users.

User Interviews

Interviews were conducted with five women from the store's 45 to 65-year-old demographic.

User Comments:

"I always doubt myself because I don't have the best computer skills."

"I like paying with PayPal. I don't like tossing my credit card out to random companies. I might even walk away if they don't take PayPal."

The interviewees universally loved shopping when they were younger but disliked it now. Faraday's older users distrusted their computer skills and checkout systems.

Persona

Usability Testing: Original Website

Five users were asked to complete two tasks:

• Place a paring knife in the shopping cart.
• Pay for it with a credit card.

Task: Add Product to Cart

Users sailed through this step.

Task: Enter Checkout Path

Users were confused by the visually dominant button that offered "ApplePay," "GooglePay" or "AmazonPay" (which method was presented was browser dependent).

The checkout's miniscule "More payment options," which led to credit card payments, was missed by 40% of users.

Task: Input Personal Information

Users were left unable to change their orders and without a clear exit from the checkout.

80% of users missed the small bread crumbs at the top of the page. 100% missed that the plain black store name functioned as a home link.

Task: Input Shipping Information

User Comments:

"Where's the Visa-MasterCard?"

"This credit card thing could be a deal breaker."

Task: Select Payment Method

20% of users, frustrated by the lack of credit card payment options, and feeling trapped without an exit, utilized the browser's back button to leave the flow prior to this page.

Usability Testing: High-Fidelity Prototype

Header & Navigation

• Non-functioning icons were removed.
• About and Login links were moved top right near the cart link.
• Largest revenue drivers were placed at the start of the global nav.
• Second "Home" link was renamed Home Goods.
• The "Brands" link (a page containing an alphabetical list of all brands sold) was split into categories and moved from global nav to child pages under each category.
• Links to a Registry and a Wish List were added.
• Address linked to a map and hot phone number were made hot across all devices.

Task: Add Product to Cart

The misleading "QuickShop" link was replaced with "Buy Now." This reduced the number it clicks it took to purchase a product by taking users directly into the checkout. (See below.)

Task: Complete Checkout Flow

Faraday's four checkout screens were combined into a single screen to accelerate the checkout process for an older demographic often uncomfortable with online processes. All payment options, including credit cards, were presented at the start of the checkout. Our five users were given multiple exits from the cart. 80% of them flew through the prototype in under 5 minutes.

* Because the credit card option was mentioned above the fold but the credit card form itself fell below the fold, one of our users assumed "Pay By Credit Card" was a link to a credit card page. That costs the prototype a 100% success score.

A test user said drawn-out checkouts unsettle her, and cause her to question the process, "Is this going through? What's going on?" Checkout delays equal danger. Another user becomes angry when a website asks her to create an account, "All they want is my money. Just take it, and everybody will be happy!" Another user refuses to buy anywhere that doesn't take PayPal. Another refuses to pay with PayPal.

There are people for whom the internet is an uncomfortable and untrustworthy place. A hiccup in a checkout flow is a threat to those users and the retailer's bottom line.

User Comment:

"Sometimes you just half want something."

Faraday's lost that user's sale.

Faraday's is a remarkable physical store. Employees are experts. Its space is comfortable and it has a product selection that is colorful and meticulously placed to keep a shopper's eyes moving. How does one insert that in-store success into the e-commerce experience so that it engages its middle-aged customers?

I don't know.

Yet.

I objectively defined the pain but have not yet defined delight.

• Raise credit card fields above the fold to remove confusion.
• User test the Wish List and Registry options.
• Research what might generate online curiosity and spontaneity that mirrors the in-person loyalty Faraday's enjoys.