BAM Chocolate - Checkout redesign

To start off, I gathered some information about the users of the store. I decided it was best to get demographic data of their customers because shopping habits are usually influenced by age, nationality & gender.

The next step in my research was to take a look at their current checkout flow and identify areas that might need improvement and influence their rates negatively. I added 28 comments and presented my findings with BAM’s team.

When optimising checkout flows it is incredibly important to follow the Jakob’s law and follow the patterns that customers expect to work. I did this by looking at some of the most used stores by the demographic of the BAM’s customers, comparing them and writing out the best practices.

With my findings it was time to start designing. I started my designs for a mobile interface, since the majority of the customers used mobile devices to use their store. I decided to experiment with 2 flows, a one-step-checkout and a multi-step-checkout. I prepared wireframes for both flows, added annotations and presented them with the stakeholders.

After our discussion we decided to use a one-step-checkout since that option seemed to perform better for e-commerce brands, rather than a multi-step-checkout (form) which performs better on software products, primarily as a form.