SG PROOF CART & CHECKOUT REDESIGN
SG Proof by Southern Glazer's Wine & Spirits, is a fully-responsive digital shopping experience that gives their customers, the ability to efficiently research, shop, and order products. This is a case study to redesign the cart and checkout flow for the Buy Online Pickup In Store feature.
ROLE
UX Designer
TIME-FRAME
2 Weeks
TOOLS USED
OVERVIEW
ROLES AND DELIVERABLES
I was the main designer working with a lead UX Developer to build this out. Research was are already done on the cart and checkout flow, and the rest were targeted for minor updates. My deliverables included:
• Mockups
• Responsive layouts
PROBLEM
It has been pointed out that there are too many steps (clicks) to submit an order. The slow checkout process and the usability of finalizing an order have some clarity issues, which lead to cart abandonment. Customers have been using the site more, but they are tentative to place an order and would prefer to contact their sales rep instead.
AUDIENCE
The sales force and business provided the target audience for this study. They knew the users' frustrations and were able to provide feedback to relieve as many of the pain points as possible. Our users were on- and off-premise customers and those who make purchasing decisions for retail, hospitality, and the alcohol beverage industry.
SOLUTION
The goals are to get the user through the checkout process quicker, eliminate repeated content and clean up the pages overall.
FLOW & BREAKDOWN
Before designing, I reviewed what was currently developed. The main issue correlates to the main goal of the redesign: getting the user through the checkout process as quickly as possible. The current flow requires the user to scroll below the detailed information and a sponsored ad to view what has been added to the cart. The following page repeats the detailed information before submitting the order. Below are some visual breakdowns of the current UI illustrating the current flow.
FIGMA MOCKUP
I've added a header at the top of the page showing the cart's number of items. All sponsored ads were removed, thus moving the product cards below the header. Quantity pickers, net and discount pricing were switched to a inline block style to shorten the size of the product card.