T&T supermarket

Reducing checkout bounce rate by redesigning the store assignment workflow

Reducing checkout bounce rate by redesigning the store assignment workflow

Role: primary product designer
Type: Native app & web
Released time: September 2021

Achievements

3.0%

reduce checkout bounce rate

3.5%

reduce customer contact rate

14.6%

boost conversion rate
Achievements

3.0%

reduce checkout bounce rate

3.5%

reduce customer contact rate

14.6%

boost conversion rate
Achievements

3.0%

reduce checkout bounce rate

3.5%

reduce customer contact rate

14.6%

boost conversion rate

How I got there?

How I got there?

Assumption

Due to our default store settings, many guests begin their journey at the default store. However, in the retail industry, it's common for stores under the same brand to have different assortments. For instance, while Store A may sell Diet Coke, Store B may not offer it.

How do I validate the assumption?

I conducted a test among different guest segments, and the sections highlighted in neon green are the most problematic.

Problem 1

50% of users did not click the option to modify the postal code and remained on the default postal code L3T

Problem 1

Problem 1: 50% of users did not click the option to modify the postal code and remained on the default postal code L3T

Problem 2

During the checkout process, 20% of users experienced errors because certain items were unavailable based on the address they entered or the service model they selected.

How to solve the problems?

How to solve the problems?

Solution - assign the right store

For those who don't allow location access, we redesigned the workflow. Now, when a customer clicks "add to cart," a modal pops up asking for their postal code. We use this information to allocate them to the respective store.

For those who didn't click the add to cart button, we assume them as the browser, so we will not popup any modal to ask for more input, let them enjoy the browse.

Best balaced solutions

Best balaced solutions

Why do we let people choose the service module after clicking the “Add to Cart”?

We are an omnichannel. When the user doesn't allow us to use the location, we will assign a default postal code – L3T to the user. In this way, we ensure to show everyone a rich assortment of online grocery websites in any scenario.