What is Bellroy?
Bellroy is a luxury goods manufacturer focusing on wallets and carriables. Clean, minimal design. Durable, luxurious materials. Thoughtful storage for all the important stuff.
Key Goal
Their goal is to help the world carry all the important things better, like phone, keys, wallet and technology
Problem Statement
We want to improve the checkout cart, so consumers do not feel lost in the checkout process which will help decrease cart abandonment rates and increase revenue.
Challenge:
Pick 1-3 things about the site/app that could be improved and show how you would improve them.
Explain your process for how you would go about making those specific improvements and how you'd learn whether these changes had a positive impact.
Finally, explain how has this eCommerce experience influenced you/your work?
Users + Audience
Processes + What I Did:
I was tasked with finding ways to improve upon the site and show how I would improve them. I asked 8 individuals to find a particular item and go through the whole process as if they just found their new on-the-go item, helping to keep them organized.
Some key insights from hearing their feedback:
Price points are higher for just a “bag”
Had trouble knowing where exactly they were in the process while in the cart
Would window shop, but not pull the trigger to buy
Cool products
Ideation Sketches
Now I had enough info to start ideating possible solutions.
Desktop Checkout Cart Flow
Being a premium brand we need every interaction to be precise so that we don’t lose any customers. Here you can see I added some indicators that tell the user where they are at in the process. Also giving feedback as they move through the checkout process indicated with the various checks.
Mobile Checkout Cart Flow
Same concept here for mobile, as the user moves down the page and through the process. There has been a sticky progress bas that has been added to help give feedback to the user alerting where they are at in the process. Also if any information is missing.
Cart Recovery Program
As I was going through the process, my research lead me to suggesting a Cart Recovery Program. One stat mentioned that users who abandoned a product in their cart were 70% more likely to open up a recovery email. This a second chance to gain a new customer and possibly can throw in a promo code or some other incentive to help with converting.
Outcomes + Learnings
After going through the process, I delivered working prototypes of improvements to the checkout process. Also designed a cart recovery program to retarget potential customers that left items in the cart. We then can track the cart conversion rate of the cart. But then also track the email open rates, click-through rates and ultimately the percentage of users that decide to follow through on their abandoned items. The key KPI goals I would measure to determine success for a quarter time frame:
Cart abandonment decreased by 10%
Cart recovery program that converts 20% of previously abandoned carts
While continuing to evolve as a designer, this really helped me to understand the depth of thoughtfulness that is needed to truly provide great experiences. Knowing the business and then truly understanding the user is what lead their team to uncovering the real issues. This resonate with me as the design process is to show, educate and guide the user while getting out of their way. Their is a job to be done for the user and this experience shows the user why these products help to get the job done as well as progress them forward. Gently trying to nudge into their everyday lives as well as improving their day to day without them realizing it.
Mobile is King or Queen! Roughly 80% of products first glance is through a mobile device. So every process or experience needs to be curated with mobile in mind, especially for retail. The process should go mobile then to desktop.
