Research, design, test, iterate, repeat

 

Company

Academy Sports + Outdoors

Project

Mobile Checkout Testing

Skills

Task Analysis
Competitive Analysis
A/B Testing
Javascript/CSS

 

Our mobile website was rather new and we hadn't done much testing, if any. I took the initiative and decided to draft a study on task completion. I identified a few of the most common tasks on our mobile website and authored a test on UserTesting.com. The results shed light on a significant pain point in our mobile checkout flow that would likely reduce cart abandonment and improve conversion if we were to tackle it.

 

User testing

Ok, I don’t want to sign in. I don’t know if I really want to create an account. Is there no…oh!

9 of 10 users

immediately concluded that they needed to sign in or create an account to checkout

 
 

Competitive Analysis

This research tool can serve as to uncover inspiration. However, in this case I wanted to study the landscape to see if there were any mobile conventions that I might be unaware of that should shape my design direction. 

 
mobile_competition.png
 

1 of 10 sites

invited customers to create an account at the same point in the funnel.

4 of 10 sites

skipped a checkout login page entirely

 

A/B Testing

I crafted a quick experiment in Monetate to test a different layout. The proposed design hid the title bars and the "Create Account" button which I concluded were unnecessary noise. Additionally, the design changed the hierarchy of information to better direct the user's eye.

mobileLogin_before.png
mobileLogin_after.png
 

Results

$18k

projected incremental revenue

5.2%

Lift conversion

8.6%

Lift new customer conversion

-4.4%

lift cart abandonment