Background

Repair and Care is a digital product that allows customers who have a broken home appliance to get it fixed while providing long-term insurance.

Business Goals

Introduce an e-commerce platform on the website.
Ultimately increasing bookings and sales.

My Goal

• The main business goal is to determine why only 10% of the traffic goes to the next screen.
• Does the flow match expectations of the customer?
• Does the user have all the information they need to purchase within the flow?
• Did they understand the product offering?

My Role

Support User Testing, pain-point current issues and propose a new progressive checkout and user flow.

03

The Challenge

To tacke the business goals and customers pain points. Myself and the Researcher created a user testing plan.

Sets expectations from the beginning that this is a plan with an immediate option to book a repair

The copy will play a significant role in clarifying what the product is and how it should be written, in line with the customers mental model.

To have a happy path without too many deviations, be fast and create revenue.

04

The User Testing plan

1.- Moderated test to understand user mental model of the product and proposed two prototypes of current flow plus a progressive checkout flow
2.- Unmoderated test of the current journey to pain point current issues and content architecture.
3.- Unmoderated test of propose new calendar.
4.- Unmoderated test of new user flow based on findings.

Black and White wireframes for User Testing

Prototype for User Testing

04

The Findings

1 .- Most people said they would try the product based on their experience of the prototypes.

2 - People want to know that the fault will get fixed in one day, so expect to give info about their appliance fault earlier on their journey.

3 .- The hero section sold the product - may be too well - as people skipped past to lower down the page

4 .- People knew how to get through the progressive checkout but didn’t mind the multi-step process either

5.- A progressive checkout or the current multi-page checkout didn’t stop people from completing checkout - as long as they were already sold on the product.

“Based on the feedback we got from the moderated test, the big chance at this point is that the customer expects to have everything to do with the engineer at the begging of the journey because they are expecting to book a repair.”

05

The User Testing

BEFORE
The original proposition was not clear to customers.
Product made sense for business but not the customers

• Copy is not straightforward, and the hierarchy of information on the pages and within the flow is not quite right.
• Flow is not fantastic.
• Until you reached the quote, the price was not displayed.
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AFTER
Copy, layouts and user journey aligned to customer expectations
The focus was on making the proposition clear and addressing objections and desires upfront.

• The copy is written in clear language and based on user research findings
• Information structured based on customer behaviour and feedback in user research.
• Flow recommended based on results from usability testing.

06

Measuring success

Conversion rate increased from 5.34% to 7.21%

07

The Design System

I have created a Design System for the Product.

PROGRESSIVE CHECKOUT