Designing a signup journey in
Woolworth's checkout

Designing a signup journey in
Woolworth's checkout

User Interface Design

Data Literacy

User testing

User Experience Design

Accessibility

The problem

The problem

This project looks at my journey in designing a signup experience for Woolworth's Delivery Unlimited subscription service within the checkout area of the Woolworths ecommerce site.

Risk of ecom profitability disruption

Customer perception of signup journey tasks

Cognitive bandwith

Banner blindness

Limited space for content

Image A: Mouse clicks

Image B: Page scroll percentage

Desktop research

Why checkout?

Path to signup analysis

I conducted an analysis on the key channels that lead to our landing page, and then from our landing page to a successful signup. This produced the following insights:

▪️

20% of our landing page traffick originated from a banner in checkout

▪️

73% - 80% of customers exit the journey from the signup landing page

Landing page Analysis

Given that that the landing page appeared to represent a weak point in our journey, I decided to analyze it further.

▪️

Image A: An aggregate of customers who visited the landing page's click locations - a large amount of these clicks weren't necessarily on things that were interactable, indicating confusion with the experience.

▪️

Image B: Most customers don't make it to the 'Choose a plan' section to pick a plan and progress to the next stage of the journey.

Recommendations:

▪️

Sign up in checkout: Given that a high percentage of customers come from the landing page, and that it represents a space in which delivery costs are front of mind, how might we enable customers to sign up to our service from that location?

▪️

AB test landing page: What quick ideas can we generate to improve our landing page, and what theories can we test with our new signup from checkout experience that we might feasibly integrate into our baseline signup journey?

Prototyping foundations

Competitor analysis takeaways

#1: Personalization

Example: Uber's $3.71 savings, that being such a specific figure that I'm prompted to investigate further.

#2: Speed of signup

Example: Uber & Doordash both have journies that can be completed in two clicks.

#3: User bias

Example: Uber/Doordash use checkboxes instead of 'sign up here' buttons because they don't have the same cognetive associations with customers. Users likely already have a good idea of what a signup entails - lots of steps, picking a plan, entering card details, ect.
None of this is present in the existing journies, but that won't matter if users think that it'll be a regular signup journey, and they're more likely to think that with a 'sign up' button.

Designing

Designing

Design B: Monthly only

Design B: Monthly only

Discovery & Research

User Testing Takeaways

#

Hypothesis

Result

1

Users will expect this modal will take them outside of the journey regardless of which scenario they start on.

✔️

2

Banner blindness will prevent the user from noticing the journey initiator

✔️

3

Users prefer prototype B because it avoids the additional layer of decision making of picking between monthly or annual plans

4

On noticing the banner users will haver a positive reaction to the personalization featured in it.

✔️

5

$15 of value is enough to make the user temporarily exit this journey (completing an order) and start a new one.

#

Hypothesis

Result

1

Users will expect this modal will take them outside of the journey regardless of which scenario they start on.

✔️

2

Banner blindness will prevent the user from noticing the journey initiator

✔️

3

Users prefer prototype B because it avoids the additional layer of decision making of picking between monthly or annual plans

4

On noticing the banner users will haver a positive reaction to the personalization featured in it.

✔️

5

$15 of value is enough to make the user temporarily exit this journey (completing an order) and start a new one.

Outcomes & Impacts

Outcomes & Impacts

  1. This had the highest rate of signups for subscription service user journies at Woolworths

  2. This was able to considerably increase the signup rate of Woolworths customers to Delivery Unlimited

  3. An Everyday Extras version of this design was eventually built

  1. This had the highest rate of signups for subscription service user journies at Woolworths

  2. This was able to considerably increase the signup rate of Woolworths customers to Delivery Unlimited

  3. An Everyday Extras version of this design was eventually built

14%

Increase in signups to Delivery Unlimited

Have questions about this project?

Have questions about this project?

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