An Easier Chatbook’s Checkout
Reducing friction in Checkout in the Chatbooks app
Time Frame: 10.2023—12.2023
Client: Chatbooks
My role: UX/UI Design
Collaborated with: PM, UXR, Developers, Analytics
Overview + Helpful Context
96%
of customers identified as women
75%
of customer work full time jobs
61%
of customers have children under 3
At Chatbooks our main demographic of users are busy working millennial mothers interested in finding a beyond easy way to get your photos from the camera roll and into a photo book. With all the demands on their time it is especially important to make each experience as easy as possible.
In 2023 I worked on the Shop team. As we looked into the data, and audited the flows we owned two things within the scope of our team did not feel easy:
Problem Statement
The current web checkout was long and arduous, especially for new users.
😵
“I have to make an account?!”
Account creation was the first step was causing lots of drop off
😬
Yikes! Too many steps
Problem Statement Cont.
Then was the issue of remembering the account info so they could start making their books
😵💫
“What was my password again?”
Although we offered single sign on options the majority of users were use password and email to sign in
💸
No printed books, no $$$
If users don’t print books they have paid for, Chatbooks can’t recognize the revenue
Goals
Reduce friction and increase ease in the checkout and sign in processes to decrease drop off
Meeting this goal would not only reduct the frustration of people purchasing books, but it would also help meet two important business goals:
Sell more books by reducing drop off at checkout
Recognize more money as revenue because starting a project would be easier
Proccess
Because this project tackled problems faced my many companies I thought a good place to start was competitive analyses. I gathered ideas of what could work well at Chatbooks. I involved developers on my team to get a sense of what steps were unnecessary in our current flows. What could we strip out if anything? The user research team helped me with a survey to understand what types of express pay Chatbookers use and user interviews to understand users’s current frustrations with logging in
10
Competitive Analyses
700+
Survey Particitpants
5+
User inteverviews
Research learnings
Gathering an email is all we technically needed to allow someone to purchase something, we didn’t need to make them create an account
Express pay options that are most used by Chatbooks customers are: Apple pay, PayPal, Shop Pay, and Venmo. The ones most requested were: Venmo and apple pay
😎
Email or text validation (magic links) could be aw ay to bypass passwords completely
🤩
Placing express checkout at the beginning to allow users to bypass account creation, and other friction.
Wireframes
Initially I thought keeping checkout to three steps maximum would simplify and flow and reduce decision fatigue
From user interviews it was clear that our customers simply don't remember their password. What if we only used a “magic link” where all a user needs to do is verify an email with a code?
V2 | Sign in
🤔
How could it be clearer you need to enter a code?
V3 | Sign in
😎
This design primes the user to know they need to enter a code
V2 | Checkout
🤩
Express pay is at the top so a person can chekcout with virtual one tap
🤩
The user doesn’t have to log in or make a password to continue
😬
The flow feels redundant because step 2 is verification of information typed in step 1
V3 | Checkout
😎
Combining the steps to a single screen feels more concise and easier to review
Solution
When you look at the designs side by side it is easier to see how much the new designs simplified the checkout process. Especially for those tho are new to chatbooks and need to fill in payment, contact info ect.
Old card designs
New designs
Yoked
Later will take care of itself. It always does.