Secure Checkout for Ruckify
Ruckify is a peer-to-peer rental marketplace, which allows members to rent items from one another.
This project is a redesign of the cart and checkout experience. Allowing users to review, edit, confirm and pay for their booking.
Project Overview
The objectives for this project were to streamline the checkout experience, allowing users to securing their booking faster, with fewer steps and interrupts. Our business goals was to increase conversion rates and lower cart abandonment. To do this, our team had to make 2 strategic and functional changes:
Allow renters to make pre-authorized payments for items. This would turn a multi-session experience into a single session experience. Reducing the time to checkout by hours or even days.
Allow renters to book multiple items at the same time, from multiple owners. Increasing conversions and cart value significantly.
Setting the Stage
Keeping in mind all of our research, we defined the scope of the project by carefully establishing what functionality should be adjusted, what should be added and what could be removed. We collaborated with product and development teams to plan the sprint and set timelines.
Defining Problems & Ideating Solutions
By interviewing users, reviewing UX literature on E-commerce best practices, conducting heuristic evaluations and competitive analysis we identify some key problems in our experience. Here are a few examples;
Users were not given sufficient time to reserve their booking before it expired.
Editing bookings was cumbersome, forcing users to backtrack and repeat steps.
Users had too many forms and unnecessary steps to complete before they could complete the purchase.
Ideating & Designing Solutions
We set to solving the problems outlined above, along with many others by creating a number of different sketches, using both design tools and pen and paper, generating a range of creative ideas and solutions. Our team then reviewed all of the ideas and voted on the elements from each that accomplished our project goals and solved user pain-points, setting the strongest framework to build on.
From here, our team formalized our designs and created lo-mid-fidelity mockups. We used those designs to build interactive prototypes and identified key actions we want users to perform in testing.
Testing
From here, we set out our research objectives for testing and identifying the best test method. Since this was a comprehensive redesign, we decided we would conduct a number moderated usability interviews. Our research questions were focused on any action a user could take, the key information users were looking and the overall usability of the product. Once all of our research questions were established, we converted them to interview questions we asked to users. Here are a few example:
Research question:
Are users finding all of their important booking details, like how they’ll be getting the product, the date and time they should pickup and the cost of the booking?
Interview question:
What options do you have to get the product?
How long is your booking?
What information are you looking for that you are not finding here?
Iterating and Retesting:
We reviewed the feedback and did affinity mapping exercises to identify most common themes and understand where our designs worked best and what areas still needed improvements. We summarized all of the insights from testing and put them into action, iterating on our designs to resolve outstanding issues.
We then tested our design again, using the same methods to ensure all of our sprint questions were answered and all pain points resolved.
