Guest Checkout
A new checkout experience for customers who don't want to sign up.
The problem
We were seeing a lot of drop-off on the checkout funnel when users were asked to create an account. We also saw we were majorly behind our competitors in this area, so we marked it as an important area for redesign.
What I did
- Competitor analysis to see how we were comparing to other retailers
- User journey mapped a new flow
Key decision
One of the key areas of the project was how much should we signal to the customer about the guest checkout. We needed to make it clear so we could get those users who were dropping to see this new flow and start it.
However we identified that we still needed to make sure it was clear enough for our current account holders to sail through the checkout so we made each route similar in visual significance.
Outcome
We're still learning the impact of the guest checkout experience on River Island. It was suggested from early testing that this could generate an extra £3 million a year.
Check it out for yourself :)