Improving Cart & Checkout Experience
Improving Cart & Checkout Experience
Pincode, is a hyperlocal e-commerce app, linking customers to local stores across major Indian cities.
It supports over 1.2 million users, 75,000 businesses, and around 600,000 orders in six months
Pincode, is a hyperlocal e-commerce app, linking customers to local stores across major Indian cities.
It supports over 1.2 million users, 75,000 businesses, and around 600,000 orders in six months
My Role
My Role
Responsible for driving user research, proposing the project, conceptualisation, design, and delivery of key modules and feature areas.
Responsible for driving user research, proposing the project, conceptualisation, design, and delivery of key modules and feature areas.
The Team
The Team
Me working as a solo product designer with a user researcher, product manager, engineers, copywriter, graphic designer and a motion designer
Me working as a solo product designer with a user researcher, product manager, engineers, copywriter, graphic designer and a motion designer
How does the existing flow works?
How does the existing flow works?
How Might We
How Might We
Help the customer to reach the purchase point with the least friction points.
Help the customer to reach the purchase point with the least friction points.
Key Performance Indicators
Key Performance Indicators
Average Order Value
Average Order Value
Customer Stickiness
Customer Stickiness
Repeat Order Rates
Repeat Order Rates
Reducing tickets
Reducing tickets
The Problem
The Problem
Before merging the both screens and giving some buffer time to the backend engineering, we wanted to test out how the users react to the visual changes
Before merging the both screens and giving some buffer time to the backend engineering, we wanted to test out how the users react to the visual changes
Old Checkout screen
Old Checkout screen
Considering scalibilty of the product, this bottom sheet was
Unable to accommodate more delivery options
Considering scalibilty of the product, this bottom sheet was
Unable to accommodate more delivery options
Lack of emphasis on "Total Amount "
Lack of emphasis on "Total Amount "
Users were unable to calculate their savings & cashbacks
Users were unable to calculate their savings & cashbacks
Streamlining the purchasing process by reducing checkout time, enhancing intuitiveness for high-intent customers, and minimizing friction caused by transparency issues.
The Final Outcome ✨
The Final Outcome ✨
Intuitive Call to Action Button
Introducing Savings Tag
This increases user motivation and makes the overall calculation easier to understand by building trust and transparency with the users.
Adding Visual Hierarchy
The distinctive grey BG adds a visual hierarchy to the screen making the section look scrollable
Effective Price
10+ users found the effective price clearer and more helpful in making purchase decisions.
Impact
Impact
9%
9%
Increased the
Click Through Rate by
Increased the
Click Through Rate by
1%
1%
Cart to order placement conversions increased
Cart to order placement conversions increased
But…
But…
We still had to address the big question
We still had to address the big question
Merging Cart & Checkout
Merging Cart & Checkout
Our challenge was to improve cart and checkout performance without compromising user familiarity or app stability, especially in a high-frequency e-commerce environment.
Our challenge was to improve cart and checkout performance without compromising user familiarity or app stability, especially in a high-frequency e-commerce environment.
Streamlining the purchasing process by reducing checkout time, enhancing intuitiveness for high-intent customers, and minimizing friction caused by transparency issues.
Streamlining the purchasing process by reducing checkout time, enhancing intuitiveness for high-intent customers, and minimizing friction caused by transparency issues.