Company description: Kitchen Warehouse is the leading kitchenware in Australia with the largest stores in the country. They also sell their products in New Zealand and Singapore. Providing a wide range of kitchenware products, they offer the big brand names and expert advice to their customers regarding their tools needed.
Problem to resolve: There were two main problems to resolve:
How did UnlockCommerce help to solve the problem:
We started with a deep study of the checkout steps by making several user testing as well as taking information from their own user testing records. We pointed out the flaws of the steps in the checkout which made the procedure confusing to the customers, which could be causing their abandonment.
One of the principal facts that caused confusion were the different scenarios that users can create to buy a product. Click and Collect and Delivery are the two options that can be chosen for buying items. The generation of mix orders, (some products for delivery, and some products to collect at a determined store), caused uncertainty about which item corresponds to each of the selected possibilities.
Also, communicating when an item is no longer available for a desired option was also part of the several variants that could possibly appear in the first step of the process. All this information created disorientation when more than one possibility was generated in the first step of the checkout, preventing the user from understating the status of each ordered product. A new design for a correct and clearer layout was necessary to display all the possible cases in a friendly and understandable way.
Based on all the conclusions, we redesigned the checkout layout to improve the UX by making the steps more comprehensible and visually clearer. Also, we add messages to warn when an item is not available for Delivery or determined store, as well as to notify every time a change is made in an item, so the user can see instantly what is going on.
Results:
