Native App Checkout

An underperforming checkout was due to a few key reasons; a web view was leading to high load times and less integrated experience, 4 step checkout was leading to big drop off and poor conversion rates.

Process

Using competitor analysis we could start to see the gaps in our checkout compared to other retailers across the board. Using analytics and predominantly contentsquare we could see customers falling off the funnel due to an array of reasons. Some being customers trying to find delivery times and pricing or getting to this point and realising that pricing or timings don't meet their needs.

We could also see from previous usability tests the frustration of data entry and the amount of times customers were asked to add in the repeated data points. We felt we could really cut the amount of time spent typing and adding information.

To map this frustration we found in analytics and usability tests we started add these findings to a user journey map so we could pin point where we were going wrong.

We were aiming for 2 things: An easy to adopt checkout for new customers and a one click checkout for returning customers. Both goals laid our a really user centered experience we wanted to work towards.

To map this frustration we found in analytics and usability tests we started add these findings to a user journey map so we could pin point where we were going wrong.

We could also see from previous usability tests the frustration of data entry and the amount of times customers were asked to add in the repeated data points.

We felt we could really cut the amount of time spent typing and adding information.

To map this frustration we found in analytics and usability tests we started add these findings to a user journey map so we could pin point where we were going wrong.

User journey map

A 3 step, one screen, native iOS & Android checkout flow

Redesign

We landed on a design that was:

Technically more efficient, with reduced load times and smoother micro-interactions for customers.

Better aligned with River Island customer expectations, offering the ability to one-click purchase and use preferred native payment methods like Apple Pay or Google Pay.
More consistent with the River Island style guide, resulting in a familiar and cohesive experience.

Results

We're still collecting data on this but early indications are good.

Customer testing has brought back some positive insights and from session replays we can see actual users getting through checkout a lot quicker.

Expected savings are around £9m

3%

Conversion rate increase