Arcadia

Contract 2019-2020

My time at Arcadia has been spent working on a new checkout. We have completely redesigned all journeys; New, Returning, Collect From Store & Deliver to home journeys. This includes initiatives such as Guest Checkout, One Page Checkout. We started off with a lot of research into our existing site and the pain points for customers. We worked closely with research to conduct big scale audiences and audiences up to 5 people. Working with product we have worked out a comprehensive plan to slowly release and A/B test relevant parts. We will release on one brand before rolling out to to the other six.

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The current issues

The screenshot of Topshop and Wallis above shows some of the issues we also had when implementing Guest Checkout. This page has an extremely high abandonment rate. By including a Guest Checkout we believed to add another layer of complexity to this page. Working closely with brands to present some simplified solutions.

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Providing multiple versions of a simplified step before checkout. We agreed to test tabs on the right and panels on the left. Panels performed positive so we pushed forward with this for Guest Checkout.

MVP Guest Checkout Solution

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Checkout Redesign

The current checkout was outdated. I worked on a new redesign which would be broken up into many initiatives. We iterated many times after feedback and deep thought and best practice research. New layout, new UI, new rules and a systematic approach.

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Working closely with BA and Developers to achieve this

InVision Specs

Design System

With a complete redesign this big we need to think about all of the other element across the site so that we have a consistent language. As we are in the process of implementing storybook for our websites every element here we need to break down and see where else it effects so that we can share and rebuild the component once to be used.

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Form Field Challenge

One of the components is form fields. There were a lot of concerns around how form fields distract users from being able to checkout. Adds to clutter and reduces conversion

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The Process

After various ideas of how to tackle I agreed with brands that Googles Material design would be the best solution for what we are trying to do. Bigger form fields than we had but gives more clarity and space on the page. As this has been tested by many brands we thought this would be one we would push through without A/B testing.

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