In FY23, as part of a company-wide goal to improve growth metrics, the checkout team was challenged to boost checkout take-up and reduce drop-off. We dove into funnel conversion metrics and ran audits to help us create an experimentation roadmap. Our focus was on identifying key drop-off points in the flow, spotting usability gaps, and finding areas for innovation and growth.
<aside> <img src="/icons/bullseye_gray.svg" alt="/icons/bullseye_gray.svg" width="40px" /> Funnel optimizations Lean on analytics and data to identify and prioritize inefficiencies in our current experience. A huge focus on understanding drop-offs, comprehension issues, and gaps in performance.
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<aside> <img src="/icons/bullseye_gray.svg" alt="/icons/bullseye_gray.svg" width="40px" /> Culture of experimentation Focus on building an experimentation culture that builds hypothesis from data and customer insights to create design solutions that enable us to quickly launch and learn.
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<aside> <img src="/icons/bullseye_gray.svg" alt="/icons/bullseye_gray.svg" width="40px" /> User delight & innovation Our experiments ultimately service the needs and goals of the user. We build intelligent hypothesis from customer insights and pain points to drive innovative, thoughtful, and impactful solution.
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Part 1 | data gathering and making hypothesis
We brought together a core team of PMs, designers, and engineer leads to deep dive into data, customer interviews, and brainstorming sessions. Here are the key phases of the data gathering process:
During the team brainstorming sessions, we identified what worked well, what didn’t work well, what did we want to learn. We then created clusters of similar ideas or themes, this allowed us to see where the key opportunity areas lied and what would deliver the most impact. From here, we were able to vote and prioritize what we wanted to design and test.
