Argos Checkout Experience

Overview

In collaboration with Foolproof, I redesigned the digital checkout experience for Argos which offers a simplified and streamlined shopping basket, a guest checkout, a modern and responsive checkout design, a range of secure payment options, and clear order confirmation. It aims to improve customer satisfaction and reduce abandonment rates.

My roles

User experience designer
User interface designer

Project type

UX/UI Design

Year

2023

Process

For nine weeks, I conducted research to identify the main pain points in Argos, with a focus on the mobile version due to the priority given to mobile experience design. Insights from user interviews, surveys, and usability testing informed the design of an improved checkout experience.

The actual version of Argos checkout process is confusing, with multiple steps and unclear navigation. Customers could get annoyed by this and frequently abandon their shopping carts. Also, a dearth of popular payment options could discourage some customers from finishing their purchases. The overall customer experience and sales for the company might decline as a result of these problems.

The solution was to redesign a checkout process with user-friendly and streamlined, including simplifying the shopping basket, offering a clear and intuitive design, and providing secure payment options. Additionally, guest checkout and account creation prompts could provide customers with more flexibility and personalization.

Research

Cart abandonment can be caused by users being required to create an account, being asked for too much information, and additional costs appearing in the cart.

Competitor Research

Researching competitors allowed the researcher to compare and contrast the most commonly used features and those that appeared to be the most effective in terms of enhancing the overall user experience.

This information was invaluable in helping the researcher identify areas where Argos could improve its own checkout experience and provide a more user-friendly and effective solution for its customers.

Argos Pain Points

The analysis identified several UX pain points in Argos' current checkout process, such as the absence of a guest checkout option, which could lead to cart abandonment.

This highlights the need for a more streamlined and user-friendly checkout process.

User Interviews

I conducted a series of in-depth interviews with habitual online shoppers to gain a deeper understanding of their experiences, challenges, and preferences when it comes to the checkout process.

These interviews helped me identify pain points and opportunities for improvement in the current digital checkout experience.

“I was dissatisfied with an online clothing store charges for purchase protection commission fees.”

Interviewed User 1

“If I need to shop online, I prefer to use the guest checkout option, because I don’t feel safe using my personal data.”

Interviewed User 2

“I prefer to shop in a physical store, as I find the app experience overwhelming.”

Interviewed User 3

User Personas

Observing online shoppers, I developed user personas that highlighted the need for a quick and efficient checkout process.

These personas were based on key insights and behaviours of real users, allowing me to design a checkout experience that met their specific needs and preferences.

Customer Journey Map

By mapping out the customer journey and creating a service blueprint, I was able to design a checkout experience that would effectively guide the user towards completing their purchase while achieving the business's objectives.

To achieve this, I had to balance the need for a streamlined and efficient checkout process with the importance of providing a personalized and engaging experience.

User Flow

To begin the design process, I created a user flow to simplify the current checkout process, identifying the number of steps users had to go through before completing their purchase. This helped me identify the number of steps users had to go through before completing their purchase.

Splitting the checkout flow into two different pathways for delivery and collection made the experience more intuitive and easier for users, leading to a more seamless checkout process and better user experience for Argos customers.

Low fidelity prototypes

High fidelity prototypes

Responsive Design

I implemented innovative design elements that leveraged the Argos colour palette and optimized clickable targets to enhance visibility for users. Additionally, I included cues to suggest where users should tap to proceed with the checkout process.

I maintained a clean and uncluttered appearance, prioritizing simplicity and ease of use. By incorporating various features tailored to meet the unique needs of users, I was able to deliver an intuitive and highly functional checkout experience.
Argos Redesigned Checkout in a desktop
Desktop
Argos Redesigned Checkout in a tablet
Tablet
Argos Redesigned Checkout in a mobile device
Mobile

Design Developments

From usability testing results, I made improvements in the prototype, which I addressed by using clear and succinct labelling and simple navigation.

These enhancements make the checkout process more authentic and user-friendly, resulting in higher customer satisfaction and reduced cart abandonment rates.
Error messages
Argos Redesigned Checkout with an error message
By incorporating more microcopy and emphasizing the form fields, users can easily identify where they need to input missing information.
Digital wallet redirect
Argos Redesigned Checkout with a digital wallet redirection
Digital wallets offer a faster and more secure checkout experience, reducing time and effort, including their personal and card details.
Edit shopping basket
Argos Redesigned Checkout with edit shopping basket
The user can easily undo their actions by separating the wish list and remove buttons and adding an undo feature, reducing the risk of accidentally clicking the wrong button.

Typography & Colour

I implemented innovative design elements that leveraged the Argos colour palette and optimized clickable targets to enhance visibility for users. Additionally, I included cues to suggest where users should tap to proceed with the checkout process.

I maintained a clean and uncluttered appearance, prioritizing simplicity and ease of use. By incorporating various features tailored to meet the unique needs of users, I was able to deliver an intuitive and highly functional checkout experience.

Usability Tests

Nine students from Norwich University of the Arts and two professional UX/UI designers have participated. From findings, I made improvements in the prototype, which I addressed by using clear and succinct labelling and simple navigation.

Eye Tracking

Following the eye-tracking tool, it was determined that the prototype's navigation was simple and that users could navigate it effectively.
Argos Redesigned Checkout using Eye tracking tool

Evaluation

I successfully improved the Argos checkout experience through my work on the project. This included reducing the quantity of information customers had to provide throughout the purchase process, while simultaneously emphasising the benefits of creating an account. The feedback was very positive in this outcome.

The user testing, which included evaluating the checkout processes of competitors, helped me in identifying critical customer needs that I was able to implement into my design. It also provided me with the opportunity to suggest potential traits to include and avoid.

If I had more time on the project, I would have explored into a 'one click checkout' option, which would have simplified the process simpler for those who already had an account. In addition, I would have liked to look into new software options to further develop my programming and development skills for checkout optimisation.