Recently the About You app was updated to use the new About You design system 6.0. But until now the checkout was left untouched. The goal of the project was to create a new concept for the check and update the UI to 6.0.
My responsibility was to create a new UX concept with the aim of improving the abandonment rate, adding an address book feature, and improving the way payment options and carrier options are displayed and selected.
The app is responsible for around 42% of income from article sales in Germany and 26% of About You customers. This makes it the highest revenue generator amongst app, mobile web and desktop, and the second highest for customer volume. Interestingly, 98% of these customers are returning customers.
I started by interviewing stakeholders who had worked with the checkout over the years, this included Director of Checkout, Director of Product, app, mobile web and desktop Circle Managers. I wanted to find insights into what was currently working with the checkout and what were some known problems. We analysed data and discussed customer feedback to collate all the issues. We then all aligned on the specific goals of the project.