The Brief
The Process
Sainsbury’s wanted to reduce the number of customers dropping out of checkout on their online groceries website. Sainsbury’s objectives were to understand why customers were abandoning their trolley, what was the financial cost to them and discover how they could improve the checkout experience.
The product and design team undertook a discovery and framing process. I gathered analytics, watched live online sessions using ClickTale and visited our contact centre to listen to customer pain points in person. I ran some hallway research to watch users checkout and invited a screenreader expert to give his thoughts on the current experience.
Top pain points were prioritised during an interactive workshop with stakeholders. I created an interactive prototype to bring the new checkout experience to life to stakeholders and many user flow diagrams for the product team to help understand how it worked.
