Data and research revealed that Dickies Guests (customers without accounts) were encountering issues during the checkout process.
This project outlines my approach, culminating in a quick solution followed by a targeted enhancement.
UX Discovery
Our brand and analytics teams provided data and examples showing that guests were not completing transactions as frequently as expected, or compared to our members.
After thoroughly investigating Dickies current guest experience and meticulously documented each interaction, I analyzed some other VF brands where these issues are not present. After all, VF is home to some of the best designers and delivers exceptional consumer experiences.
The places identified - gathering certain information and missing labels, could lead to our shoppers feeling uneasy about making a purchase online. It also breaks trust with a category of our consumers.
For this analysis, I studied Carhartt, Wrangler, and Lee Jeans. All three of these brands did achieve that trust I was looking for from Dickies, but their checkout experiences are not that great.
This helped me identify other areas where we can improve and also what to stay away from.
Exploration
I personally love the exploration phase, it's fun to see what something looks like and helps me form viable solutions.
Discoveries during exploration:
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Guests, as opposed to members, were having an uneasy checkout experience due to not knowing if they are signing up or not.
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There was a lot to improve, but we could do a big win with a first iteration
User Validation
Working with research we ran user studies on my prototypes for the purposed designs. We were pleased with feedback so I made a few tweaks and we sent it off to be developed.
Discoveries during User Validation:
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User appreciated knowing they were able to checkout as a guest.
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Unprompted, users commented on the visual designs themselves
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Users were never confused as to whether they were logged in or not
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Users always saw and felt they had a choice to remain as a guest or become a member
