ShopRunner
Checkout
Accelerating the checkout experience through streamlined online payments.
My role:
Lead Product Designer
Product vision and thinking
Designed the entire checkout flow for Mobile App
Timeline:
1 month dive
Team:
Product Manager
Research Team
Payments Team
Web Team
iOS Developers
Backend engineers
Data scientists
Marketing
Brand Designer
Visual Designer
XF Team
About the project
ShopRunner by FedEx has partnered with Stripe to support more than 2 million users, accelerating e-commerce and streamlining online payments.
This partnership provides users a streamlined purchasing and checkout experience, where users can buy eligible products directly on ShopRunner without having to navigate to external platforms, for the first time ever.
The challenge
Currently, the ShopRunner purchasing process requires customers to complete their purchases through individual retailer sites, leading to delays, frustration, and confusion. This disjointed experience reduces the frequency of customer purchases. ShopRunner users need a seamless, on-site checkout option to simplify and accelerate the buying process.
Goals
How do we reduce the friction caused by external checkout and make customer’s shopping experience easier in-app?
Conversion
Generate at least a 1% increase in conversion for our customers
Cart Abandonment Rate
Achieve a drop-off rate of less than 10% for users who initiate SR checkout but do not complete their purchase.
Click Through Rate
Increase at least a 3% of web visitors who click on the SR Checkout button compared to the total number of users who view eligible products
Key Product Design Principles
Thoughtful Product Visibility
Customers should have a clear understanding of what products are eligible for SR Checkout, indicating their availability for direct onsite/in app purchase.
Access Security Builds Trust
It’s imperative that we are empathetic and understanding of our customers and offer the SR checkout capability for both recognized and unrecognized users. It’s our responsibility to provide users with a safe and secure method of purchasing.
Empowering Customers to Checkout
Customers need to be confident on how and when to checkout. Checkout option should be convenient and informative. We should reassure customers when their payment has been securedly processed and enable order visibility after their purchases are made in their order history.
Market Research
What is the average shopping cart abandonment rate?
Interesting Finding I: The average cart abandonment rate differs by device, with mobile and tablet devices having the highest percentage of shoppers hitting the exit button on a checkout page:
Mobile: 85.65%
Tablets: 80.74%
Desktop: 69.75%
Interesting Finding II: Reasons for Abandonment During Checkout:
High extra costs (shipping, fees, taxes): 47%
Site asks user to create account: 24%
Delivery is too slow: 24%
Users don’t trust site with credit card info: 19%
Interesting Finding III: Ecommerce stores lose $18 billion in sales revenue each year because of cart abandonment.
Source: 49 Cart Abandonment Rate Statistics 2023, Baymard Institute
Proposed Solution
Simple + Secure SR Checkout
SR Checkout is an innovative payment solution designed to optimize the eCommerce experience by expanding market reach, streamlining the buying process, and minimizing cart abandonment through features like 1-click checkout, diverse payment options, and robust security measures.
Pros
Allow customers to purchase items directly from the product page without adding them to a cart and filling out endless forms.
Cons
One-click checkout could feel abrupt for big ticket items.
Define
Customer Journey
The experience of successfully checking-out items on ShopRunner begins with discovering and learning which products are eligible for quick purchase.
Throughout the journey we remind customers about ShopRunner checkout and prompt them towards SR checkout eligible products.
Our key strategy is to encourage customers to checkout relevant products to activate and seamlessly succeed in their checkout journey.
