StickerGiant’s existing checkout was two long pages that forced the user to scroll through unnecessary information resulting in checkout abandonment and high bounce rates. Long load times also contributed to this so a custom solution built by our internal engineers was needed.

I started a FigJam board for cross-functional discovery between engineering, product, and design to post checkout experiences of our competitors and top e-commerce brands. My goal was to lead our teams to empathize with customers and meet their expectations. What are our customers used to when checking out on Shopify sites, Amazon, or VistaPrint? Which payment experiences instill trust? Another goal was to align design opinions and preferences.

In order to guide the user through checkout inputs, I designed collapsible sections for each step of the process. I identified four main sections of Contact, Address, Delivery, and Payment.

Our cross-functional team assumed that the percentage of local pickup orders was under 2% due to orders placed throughout North America. In reality, the percentage was closer to 10% because of our strong local presence and speed without shipping.

Instead of primarily showing pickup for all customers or hiding it as a secondary option, we built conditional logic into the flow from the address to personalize checkout. If an address was local, pickup would display as an additional option. A learning here was to make data-driven decisions to help solve a problem or inform the interaction of a feature.

Previous experience showed the carrier (UPS, Fedex, USPS) but it was confusing and caused too much cognitive load. We knew that the customer was only concerned with speed and price, so as a solution we opted to remove the carrier and show simplified, useful information only.