Article.com Checkout
Reducing friction and distractions on the Article.com Checkout.
Context
Company
Project
Reduce friction & distraction at checkout
Role
Lead Designer—Article.com BuyingXP
Duration
9mos = 2mos design, then QA through engineering sprints
Stakeholders &Teammates
Duncan Blair, Dir. of E-comm.
Devon MacNeil, PM
Torsten Sinneman, Eng. Mngr.
Darryl Hodgins, Lead Eng.
Tiago Cedrim, Senior Frontend Eng.
Gunvansh Siingh, Frontend Eng.
Year
2023
The Challenge
By simplifying Article’s Checkout experience, customers will experience less distraction and anxiety when they are ready to purchase from Article.com.
The User Story
As an Article customer,I want an easy checkout experience,so I can quickly and confidently place my order, in as few steps as possible, without worry about the future.
The Timeline
Design Phase
- Research
- Exploration
- Review
- Socialization
Dev Phase 1
- Architecture
- Express checkout
Dev Phase 2
- Migrate cart into order summary
- Combined shipping and delivery
- Delivery options as value added services
- Apply design system styles and components
Testing & Analysis
- A/B tests start Dev Phase 1 (monitor releases). Final report end of Dev Phase 2.
Q1,2023
Q3,2023
Defining Success
A/B testing strategy
50/50 traffic split
14 days minimum(1 business cycle)
Data Analyst and PMaccountable for measurement
ECM Dir. authority tolaunch, kill, decide winner
PM to notify if CRdrops >5% or ‘bugs’
Key performance indicators
≥ site-wideconversion rate
≤ checkout duration
Increase value addedshipping options
Improved checkoutcompletion rate.
(total orders / total starts)
Article.com Checkout
Reducing friction and distractions on the Article.com Checkout.
Context
Company
Project
Reduce friction & distraction at checkout
Role
Lead Designer—Article.com BuyingXP
Duration
9mos = 2mos design, then QA through engineering sprints
Stakeholders &Teammates
Duncan Blair, Dir. of E-comm.
Devon MacNeil, PM
Torsten Sinneman, Eng. Mngr.
Darryl Hodgins, Lead Eng.
Tiago Cedrim, Senior Frontend Eng.
Gunvansh Siingh, Frontend Eng.
Year
2023
The Challenge
By simplifying Article’s Checkout experience, customers will experience less distraction and anxiety when they are ready to purchase from Article.com.
The User Story
As an Article customer,I want an easy checkout experience,so I can quickly and confidently place my order, in as few steps as possible, without worry about the future.
Testing & Analysis
- A/B tests start Dev Phase 1 (monitor releases). Final report end of Dev Phase 2.
Q1, 2023
Q3, 2023
Dev Phase 2
- Migrate cart into order summary
- Combined shipping and delivery
- Delivery options as value added services
- Apply design system styles and components
Dev Phase 1
- Architecture
- Express checkout
Design Phase
- Research
- Exploration
- Review
- Socialization
The Timeline
Defining Success
A/B testing strategy
50/50 traffic split
14 days minimum(1 business cycle)
Data Analyst and PMaccountable for measurement
ECM Dir. authority tolaunch, kill, decide winner
PM to notify if CRdrops >5% or ‘bugs’
Key performance indicators
≥ site-wideconversion rate
≤ checkout duration
Increase value addedshipping options
Improved checkoutcompletion rate.
(total orders / total starts)
Article.com Checkout
Reducing friction and distractions on the Article.com Checkout.
Context
Company
Project
Reduce friction & distraction at checkout
Role
Lead Designer—Article.com BuyingXP
Duration
9mos = 2mos design, then QA through engineering sprints
Stakeholders &Teammates
Duncan Blair, Dir. of E-comm.
Devon MacNeil, PM
Torsten Sinneman, Eng. Mngr.
Darryl Hodgins, Lead Eng.
Tiago Cedrim, Senior Frontend Eng.
Gunvansh Siingh, Frontend Eng.
Year
2023
The Challenge
By simplifying Article’s Checkout experience, customers will experience less distraction and anxiety when they are ready to purchase from Article.com.
The User Story
As an Article customer,I want an easy checkout experience,so I can quickly and confidently place my order, in as few steps as possible, without worry about the future.
Q1, 2023
Q3, 2023
Testing & Analysis
- A/B tests start Dev Phase 1 (monitor releases). Final report end of Dev Phase 2.
Dev Phase 2
- Migrate cart into order summary
- Combined shipping and delivery
- Delivery options as value added services
- Apply design system styles and components
Dev Phase 1
- Architecture
- Express checkout
Design Phase
- Research
- Exploration
- Review
- Socialization
The Timeline
Defining Success
A/B testing strategy
50/50 traffic split
14 days minimum(1 business cycle)
Data Analyst and PMaccountable for measurement
ECM Dir. authority tolaunch, kill, decide winner
PM to notify if CRdrops >5% or ‘bugs’
Key performance indicators
≥ site-wideconversion rate
≤ checkout duration
Increase value addedshipping options
Improved checkoutcompletion rate.
(total orders / total starts)