Frontier Pre-Checkout Flow

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Overview

The goal of this project is to create an easy way for the user to intuitively find their way to the checkout process, in order to better obtain new customers.

Problem

The current shopping experience is confusing; user testing revealing that not enough product information is provided on the product pages. The shopping pages are also outsourced so there is little control over it's design and development.

Solution

Updated universal navigation to be used throughout the entire site and shopping and a new homepage to be designed and developed in-house.

Product development life cycle

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Brainstorm

Get to know your audience's pain points and generate ideas to solve the problems

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Customer flow before re-design

Homepage user flow for prospects

User journey based on site visitors who started on the homepage. Data was collected over a 6 month period.

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The most common path prospect users take starting from the Homepage is:
Homepage > Buy flow > Exit site (without purchasing)

Product (shop) page flow for prospects

User journey is based on site visitors who landed on the product pages. Data was collected over a 6 month period. Collected data regardless of starting point, used to track how visitors were getting to the product pages.

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When visiting the shop pages, most users start from the Homepage:
Homepage > Product Pages > Buy flow

The user that visit the product pages are much more likely to enter the buy flow and purchase

Homepage scroll and click data

27%

of homepage visitors scroll past the hero

89%

of homepage clicks occur above the fold

40%

of clicks occur in navigation and promo banner not in hero

30%

of clicks occur in hero main button

User research on existing site

Performed an unmoderated click test with 50 participants in our target demographic, who purchased an internet plan. Participants were asked to rank if they received enough information in the categories related to their purchase. Below are the total averages.

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Pain points

  • The user doesn't spend enough time shopping internet plans but is rushed into the buy flow too soon

  • High drop-off in the beginning of the buy flow

  • Limited options to view products other than internet

  • Users want more information about charges and pricing

  • Duplicate pages cause confusion, as not all experiences are streamlined

Insights

  • Create a better shopping experience; provide more product information before pushing user into the buy flow

  • Provide transparency around fees

  • Remove duplicate pages; design and develop all of the shopping and buy flow experience in-house

  • Keep a direct path to buy flow from homepage for the decided user

Define

Goals, scope, and users: who are they and what are their problems?

Goal

Customers should easily get from homepage all the way through to checkout with confidence that they chose the right product.

Personas

Based on Qualtrics browsing data, we're able to focus on the main users of the buy flow process. This focused persona makes up most of the audience.

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User Journey's

Based on moderated user interviews, usability testing, and customer feedback, we were able to create their journey's to emphasize their pain points

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Scope

Create universal navigation to be used throughout the entire site, a new shopping experience, and buy flow to be designed and developed in-house. This requires the redesign of many pages. This project focus's on the shopping experience, for redesign of the buy flow see User Buy Flow project.

Design

Create sitemap, wireframes, and prototype the design

Sitemap

Based on multiple open and closed card sorts, the following sitemap was created. It includes the addition of the 'Why Frontier' section and also categories within each main menu item.

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Re-designed customer flow from homepage to buy flow

This project focuses on the homepage and internet shopping experience. For re-design of the buy flow see buy flow project.

Low fidelity wireframes

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Mid fidelity wireframes

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Test

With users and internal stakeholders to eliminate friction

User research

In order to benchmark the starting point and to also continually improve the design, the same test was performed multiple times. Starting with the existing site, see the results above, then on the wireframes, and on various iterations of the prototype. The test used 50 participants in our target demographic, who purchased an internet plan. Participants were asked to rank if they received enough information in the categories related to their purchase. Below are the total averages on the final design.

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With the expanded shopping experience it was also important to test the longer flow to make sure it was logical

86%

of participants thought the number of pages was appropriate

87%

thought the main action was clear on each page in order to progress in the flow

Launch

Go live! Share your design with the public

Final Design

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