E-commerce Checkout Enhancement


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The Document Presents a usability or user journey enhancement recommendation over a typical E-commerce checkout process in this case an account application process.Enhancing an E-commerce checkout process drastically lowers cart abandonment rate.

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E-commerce Checkout Enhancement

  1. 1. Edison Lee Account application process & design review 9 th November 2009 Prepared by: Keeshen Arul Dass
  2. 2. I am very impressed by they overall user interface design on the Edison Lee account application process. I found it to be comprehensible, controllable and predictable. Below are a list of the best functionality I came across during my review: <ul><li>Business & personal application choices are distinguished very clearly on the start of the application process, through a clear radio button labelling </li></ul><ul><li>Clear and strong validation of mandatory form fields </li></ul><ul><li>Good management of user interface space, well organized layout of form fields and extra information fields and pop-ups. </li></ul><ul><li>Clear labelling of all application stages / process </li></ul><ul><li>An effective address look-up functionality, the option to enter address manually is located very strategically. </li></ul>
  3. 3. However, there are plenty of room for improvements. And I will start with some of the issues which I have identified. <ul><li>On the company account application section, the website address is enabled as a mandatory field, not all businesses possess a website, validation need to be removed on this field. </li></ul><ul><li>The address look-up functionality is quite innovative and new, however most users are more familiar with the traditional postcode based look-up functionality. The field says “enter as much address as you can” but users may tend to ask themselves, how much is sufficient? </li></ul><ul><li>The Direct Debit and payment information does not need to be displayed on the first stage as its not relevant on this section, this just adds to the clutter and may confuse a user. </li></ul>
  4. 4. <ul><li>The website back button works perfectly but using the browser back button brings user to an expired page, we need to be able to support browser back button selection, as most users tend to use the browser back button. </li></ul><ul><li>Selecting any of these external links, i.e. Terms and Conditions and navigating back to the application form using the browser back button leads user to an expired page, this can be quite frustrating to a user, ideally all form entry need to be preserved. </li></ul>
  5. 5. The next three pages contains my recommendation on further improving the account application process <ul><li>A tabbed scheme distinguishes the personal and business account application choices. The selected section will be rendered with clear background colour scheme which positively identifies a users selection. </li></ul><ul><li>Only information which is relevant to stage 1 is displayed. Displaying Direct Debit information at this stage may discourage and overwhelm a user. </li></ul>
  6. 6. <ul><li>A clear header displaying the user journey along the application process </li></ul><ul><li>A summary of the first stage form entry are rendered on the right bar. Users are made aware of any errors which user may have made on the previous stage. Previous form entry is amendable by selecting the “change” button. This form of transparency reassures user on every stage of the application. </li></ul><ul><li>Relevant Direct Debit information and alternative payment methods are presented on the payment details page. </li></ul>
  7. 7. <ul><li>A clear header displaying the stage of application </li></ul><ul><li>A full summary of all form entry are rendered on the right bar, eliminating the need to use the main section for this purpose. And also the “how did you hear” drop down may get more user attention. </li></ul><ul><li>Freeing the main section leaves the client to use this space more profitably. I.e. promotions, up selling and cross-selling </li></ul>
  8. 8. Conclusion I have opted in for a more conventional simplified staged account application process to a more advanced one page application process which utilises an accordion type menu. Most users are not familiar with such functionality and may find the complexity unnecessary. I feel that a more conventional approach suits Edison Lee‘s account application as it need to be able to support novice users and users whom are not familiar with web based account application. I hope that you find my recommendations insightful and I appreciate any feedback that you may have.