The previous Currys checkout was difficult to use, slow, and had high drop-off rates at various stages. Form fields were hard to fill in and the experience was not optimised for mobile devices.
Checkout Redesign
Overview
My role
To create a new checkout experience that reduces friction, drop-offs, and allows customers to quickly add information to complete the order on all breakpoints.
Result
I created a single-page checkout where all customer data is added on one page. This increased progression to the checkout by 1.88%, resulting in an additional £10m YOY.
Discovery
Working with BAs and Solution Architects, I mapped out all the different systems and touch-points that the current checkout was linked to. This ensured nothing would be missed during the redesign.
Research
Analysing competitors, I noticed a lot of customer data was pre-filled and saved from previous sessions, such as addresses and payment details.
Analytics
Using analytical data, I created graphs showing where customers dropped off during the checkout funnel.
Ideation
I organised a flow workshop with developers, BAs, and Solution Architects to understand the current flow using post-it notes. Leveraging team knowledge and analytics, I reordered the checkout flow.
New checkout flow
Changes included:
• Allowing customers to choose delivery slots without signing in
• Enabling store selection by entering a location
• Pushing guest upgrades at the end of the checkout process
• Consolidating five pages of the checkout into a single-page application
Page goals and reducing clicks
I created a checkout goals page to show stakeholders where each feature would sit on which page. The step journey on the right shows the more data I can save about the customer, the more quicker a customer can complete the order.
Design
The old checkout had many hard-to-use components. I redesigned each component to be usable and fit into a single-page checkout.
Final UI Design
The final UI design allows choosing delivery slots or store collection without signing in. As users complete each section, it collapses, giving a perception of speed. This design suits both single orders and mixed baskets.
Usability lab testing
I created a prototype using Axure and hired an external testing company to validate the experience. Feedback was iterated back into the design before launch.
Positive:
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Well-structured single-page checkout
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Good form usability
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Clean, clutter-free design
Negative:
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Need for GDPR-compliant marketing opt-ins
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Improvement needed in copy
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Indication of mandatory fields
Implement
The new checkout project was launched incrementally:
• New basket page
• New basket page with product insurance
• End-to-end download journey
• End-to-end small items journey
During the release process, the old and new checkouts ran in parallel until the new checkout was fully implemented.
Evaluation
For each increment released, I:
• Monitored data on release day
• Conducted UAT before and after release
• Assessed incremental benefits
• Provided stakeholder walkthroughs
• Prepared designs for the next increment
Result
By conducting extensive research, testing, designing, and prototyping, I mapped out the entire single-page checkout experience and launched it incrementally.
1%
Checkout progression
The single-page checkout increased progression by 1.88%, indicating fewer drop-offs and more completed orders.
£0m
Checkout revenue
A 1.88% increase in revenue translated to an additional £10m YOY, thanks to reduced friction and barriers.
0%
Small items mobile conversion
Redesigning the delivery slots and store selection optimised the mobile site, improving mobile orders.
0%
Large items mobile conversion
Optimising the mobile experience for large products increased mobile conversion to 5%.
0.0%
Basket insurance increase
An A/B test of the basket insurance options highlighted the benefits of each option, increasing conversion by 4.2% and generating £1.3m YOY.
