Checkout Upgrade for Home Depot Canada
Redesigned the checkout experience by improving fulfillment options and form information hierarchy —resulting in a 47% reduction in drop-offs and 46% faster checkout completion.
The Problem
Why do 38% of our customers drop off at checkout ?
lengthy checkout experience
no fulfillment selection
friction in account creation
mobile experience overload
legacy-driven performance issues
The Goal
Modernize the checkout platform by replacing legacy code, delivering a best-in-class UX that reduces abandonment and time to completion.
Solution and Impact
01
Eliminated redundant form fields and unnecessary data requirements
03
Reduced the reasons to abandon checkout, by allowing delivery scheduling and store selection in cart
Measured Impact
02
Reduced the number of fulfillment categories from 7 to 2, cutting down on complexity
04
Enhanced the visibility of the order total and organized the summary intuitively for mobile, reducing the need for excessive scrolling
The Process
Initial Scope
Defined the initial project scope around simplifying fulfillment communication and reducing checkout friction by clearly explaining delivery expectations while minimizing required inputs through pre-filled information and smart defaults.
01 Unmoderated and Moderated Research
02 Concept Sketching
03 User Testing
04 Scope Revisions
01
Learnings from Research
Concept Sketches and User Insights
01 Intermediate Sign-in
02 Delivery/Pickup
03 Absence of Cart
04 Review State
Revised Approach
-
Through moderated interviews with 16+ users, we uncovered several key insights around:
how users reviewed information
how users felt about filling different types of forms
how users felt about making decisions
how retracting from their journey felt
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Checkout layouts: full one-page, accordion-style, or multi-step
Simplified forms
UX trends of Store selection and pickup/delivery scheduling
Guest Vs Signed in checkout
Trends in Mobile experience
Summary of information
Best practices to making changes on checkout
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“I wanted to change my store but I was taken back to cart”
“I wanted to create an account but I was taken off my journey”
“I’m constantly jumping around the page trying to find the info I need”
“ I was ready to buy, but the time spent of filling forms made me second guess it”
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Intermediate Sign in Page - Users were clear on the Guest Vs Sign In journey
Simplified Fulfillments - Clear comprehension
on Pickup and DeliverySummary of Information - Users liked showing relevant products next to form
Fulfillment decisions - Users liked making time and location related fulfillment decisions at checkout
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Cart Display required - Users preferred a unified cart view to easily confirm products and tally costs.
Users do a final review before placing order - Users expected to double check products right before placing order
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Visual Design - To add visual design into next round of testing
Form Design - Refine form fields across the checkout
Simplifying Fulfillments
Delivery
Appliance Delivery / Scheduled Delivery / Standard Shipping
Pickup
Pickup in Store / Ship to Store
On Page Store Selection
Information Hierarchy
Expanding to Mobile
Usability Results
Usability test with 27 HD customers who were familiar with online shopping on other platforms.
