The Problem
Challenge was to elevate existing cart & payment experience by reducing friction, effective decision making & reducing payment failures
- Unnecessary Steps: Cart → Location → Cart → Payment Selection → Cart → Payment Flow
- Bad UX: No info on payment page to ease the choice of the user (~46 payment methods available on Android app)
- No Payment Failure Handling
- Cart → Order Drop-off Rate 24%
- Major Influencers: Cart Validations, Change in Intent, Friction in Specific Payments, Failures in Payment
Research Plan
| Usership |
Also using other online food delivery/shopping apps like Swiggy, Zomato, Amazon, Flipkart etc. |
| New users |
2 |
| Returning users |
4 |
| Total |
6 |
Methodology
- 1 hr long
- 6 User testing interviews on Zoom for each phase
Approach
Users were asked to explore the prototypes to understand reactions to various design elements of new app experience
Understanding the Data
Competitive Benchmarking