Baskits Inc. is a Canada's corporations, professionals and individuals trusted gifts delivery service company that has over 20,000 loyal customers. They source products and brands from Canada and around the world and provide premier gift delivery service including customized branding, messaging and delivery options.
As the company grew, Baskits tried to transition taking orders from phone call to its website aiming for efficiency. However this transition was not as smooth as they thought: while the premier gifting options provide many customized solutions for everyone’s need, they also introduce complexity during the on-line checkout process.
For a typical corporation order, minimum required information for each gift would be delivery address, card message, delivery date and method. And one order usually contains multiple gifts with all the above information different. Customers did not finish filling everything or they finished filling with errors.
This caused Baskits’ call centre having to call back and clarify with customers. And during busy season like Holidays, Baskits was overwhelmed with the volume of phone calls they had to make just to correct online orders.
HOW MIGHT WE improve the shopping cart checkout experience
to help corporation customers (our target customers) fill out required information properly without errors
in order to minimize the effort of phone calling?
In order to understand the why, I recruited 6 customers to a usability testing session individually where they were
given a role of a corporate secretary and a scenario of choosing 5 gifts to send out to 3 different business partners
during Christmas, delivery area including Canada and the U.S.
Participants were having trouble finding what they need to fill, categories of information were not clear to them
Participants tried to look online for card message idea or skipped the session completely
Participants were not clear on the dates they were choosing were shipping date or expected delivery date
During the design phase, I came up with two design in order to solve the information grouping issues.
For each solution we ran three-week experiment and gathered result of checkout success rate
(for the ones completed the checkout process, and without errors)
Information is grouped by information type: Delivery Address, Card Message, Ship Date have their individual
sections, within each section, user is prompt to fill out specific information in that section for each gift that
Information is grouped by the gift itself: Delivery Address, Card Message, Ship Date are all tie to individual gift,
user is prompt to fill out all these information before moving onto the next gift.
Card message Improvement
A section for suggesting card message according to occasion was added to help user fill out customized card message.
There is also the option of repeating the last message for same occasion and gifting purpose.
Shipping date and expected delivery date improvement
Instead of having two dates that were confusing to users, a delivery window was added to show the range
from ship date to the expected delivery date once a user selected a shipping method. A clear text indicator of “SHIP”
was also added to highlight the shipping date the user chose.