The Problem
Customers repeatedly switch between the bag and product detail pages, tweaking their selections and cross-shopping. How might we remove this friction?
Hypothesis
In order to remove the constant page changing we decided to test a “slide out” bag vs. our traditional bag page.
We kicked off this project by reviewing customer journeys on Clicktale. This allowed us to prioritize features that are heavily used by our customers (and cut unused fat for the slideout).
We also used this as an opportunity to help customers efficiently finish their purchases by including a checkout with Paypal button right in the bag.
After figuring out our priorities as a team I took to turning our group sketches into simple wireframes in Figma.
An added bonus to the slide out bag is that it’s the same experience on desktop and mobile.
⚡️The Results
Update from the future: this tested really poorly. Some lesson’s learned:
Red flag #1: The average age of our customer (at the time) was in the 50’s (and ever increasing). We knew from other testing that “breaking the mold” from a typical Amazon-type e-commerce experience didn’t jive with our users.
Red flag #2: During user testing of the prototype, a tester, who was in his 70s, straight up said “why can’t this just work like normal”. We should have considered this earlier and done more testing at the prototype stage.