Basket & Checkout Redesign for Fortnum & Mason
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Project Date
August 2024
My Role
End-to-end experience design, data analysis, product management
Duration
7 months
Tools
Contentsquare, Google Analytics, TruRating, Figma, Miro
The Challenge
The company launched a new checkout experience in January 2023. The business wasn’t satisfied with the commercial results, particularly among mobile users. Over 50% of traffic abandoned their baskets, and only 1 in 5 customers completed a purchase.
Business Objectives
- Reduction of customer service contacts by 25%
- Improved conversion rates, with a strong focus on mobile users
- Reduced exit and bounce rates across the basket and checkout journey
The Approach
I analyzed all web data, customer queries and feedback, which helped me identify more than 40 opportunities for improvement. I also led our competitive analysis and internal workshops to help us gather new ideas.
We found that our checkout was significantly more complex than our competitors’. The key reasons included a diverse product offering consisting of fresh, fragile, age-restricted, and location-restricted products, as well as a “multiple recipient” functionality, allowing customers to purchase products for several recipients in a single order.
Insights
Understanding customer pain points and market trends helped us challenge the logic behind how the checkout was built and which information was displayed to the customer when it shouldn’t have been. My direction allowed us to improve customer journeys and make them more personalized based on the customer’s location, needs, and the selection of products in their basket.
The Solution
The solution included more than 40 different changes across the basket and checkout pages. The main focus of the redesign was to reduce the burden on the customer and simplify the journey as much as possible.
Results
- Conversion rate increased by +20%, which greatly benefited the business during peak seasons
- Reduction in customer service contacts by 75%. We exceeded our target value by 50%
- Average order value increased
- Customer Promoter Score increased by almost 10%
- Customers rated the new checkout experience +20% higher than the previous experience
- Lower exit rates and bounce rates across all steps
- The new checkout accounted for only 1% of all customer service contacts
Articles & Resources
5 Books I’ve Read This Year That Changed How I Think About Business, Leadership and Design
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From airplanes to apps: how iteration drives innovation and success
Discover how testing, iteration, and continuous improvement can transform your product development process, reduce risks, and lead to long-term success.
Hey Siri: call an ambulance
How health-centered design can save lives across the world.
What Animal Crossing can teach you about the power of defaults
And best UX practices in conversion rate optimization.
SPEAKING
Book Michelle to speak
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Contact
Don’t hesitate to reach out if you have any questions. I will respond as soon as I can.