John Lewis & Partners
Basket experience - 2019/20
The brief
As part of the 2018 John Lewis rebrand, the basket was simply re-skinned to reflect the new branding. In 2019 a delivery team was formed to specifically look at improving the basket experience and enable customers to proceed to checkout seamlessly.
The approach
Before identifying any customer pain points, it was clear to me there were some hygiene elements that needed to be addressed first. This included an accessibility audit to ensure the experience was WCAG compliant and that users with accessibility needs could complete the shopping journey. Various components that needed aligning to our design system to ensure consistency, as well as revising copy to reflect the brands tone of voice. Once these were completed I could focus on enhancing the journey, carrying out competitor analysis, and working with UX and UXR to gather user insight into features that could be of value to customers and the business.
The solution
We identified an opportunity to improve the visibility of the ‘continue to checkout’ call to action to better enable customers to progress with their shopping experience as well collaborating with other teams across the business to surface social proof messaging to be transparent with customers and help create awareness when necessary.
I also worked with the Product Owner, UX and UXR to establish a backlog of features to test such as dynamic delivery information, save for later, and mini basket.
The outcome
Improvements to the error messaging component and copy increased conversion by 1.2% for those customers who saw an error message, which unlocked a 1.8m in year benefit.
Creating more prominence around the ’Continue to checkout’ call to action saw a 1.1% increase to checkout on mobile which overall contributed to a £6.6m in year benefit.
Featuring social proof messaging to be transparent with customer and highlight awareness when needed contributed toward and 0.10% increase in conversion, an in year sales uplift of £41.8m, and estimated full year £44.9m