Simplify the text
We simplify the copy by taking out unnecessary title such as “Other charges” and “Addons” and reducing the description text. The terms and conditions are also taken out to reduce the length.
The Optus shopping cart layout has been long due for update, It has been 5 years ago since the Optus Website’ latest design was launched.
From quantitative data, the completion rate of checkout process is 51.66% for returning visitors and 40.04% for new visitors.
There are few reasons behind this, first the default behaviour of shopper is they tend to get a quote, then compare it before they make decisions. Secondly, the checkout process could be too complicated (e.g. filling form details) and takes too much time.
We knew that the layout had become ineffective. There are too many elements that created visual mess on desktop version, let alone mobile version. There are some significant pain points that we identified included:
Our strategy of finding the key goals is iterating the prototype as I went along with the user testing. We did an internal interview with 6 colleagues to come up with a hypotheis design.
Improving the hierarchy & cut down the unnecessary text
While the mobile user is heavily considered, it is important to improve the hierarchy and to cut down unnecessary text. therefore it speeds up the readibility and lean.
After first round of user and reiterating the design, we then conducted second round of user testing for external customers. As usual we started the meeting with casual chat and their primary concerns when reading the shopping cart. Then we tested the participants with terminology, navigation and layout. The most common themes that came up during the interviews are:
Price transparency
they don’t like hidden fees that makes the matter worst, bill shocks. They want to be assured all terms and conditions are communicated clearly.
highly editable cart
The participants want to remove and edit products easily.
This project has been enomoursely rewarding because long the way there are many findings hopefully this will decrease cart abandonment and customers could make a clear simple decision in their shopping experience.
