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I helped to deliver a range of new features to the River Island iOS and Android apps, from a new homepage and all the way through to a brand new checkout experience.
#UserResearch #UsabilityTesting #GuerillaTesting #Prototyping #ProductDesign #Workshops
New Checkout
The goal set by River Island was to remove friction within checkout, increasing the customers confidence and commitment to purchase with every step, from bag to confirmation page.
Research and Discovery
Before beginning work on the new app checkout it was important to get a baseline overview of the current implementation. This was achieved through a mix of usage metrics and user interviews to find what was and wasn’t working well.
Success measures
It was identified at an early stage that there were large drop-offs at certain points within the River Island app checkout journey through usage metrics.
Moderated (face-to-face) testing
I thoroughly tested the existing checkout experience with customers to get their feedback first-hand, enabling me to quickly understand specific parts of the experience which they found difficult, felt were missing, or thought were working as expected.
Ideation
Early design phases of the project included ideation sessions with the wider design team to gather ideas on potential features and content layouts.
Competitor Analysis
Exploration of the different ways that checkouts were being tackled by our direct, indirect, and non-competitors. We looked for a range of brands which tackled checkout in different ways and identified the key checkout types we found and how it would change our current checkout model.
Workshops
I ran workshops with the wider design team to explore different ideas on how we might approach the new checkout proposition.
Guest checkout
Last-step registration
Single button
Password field only
Express checkout
Journey analysis
Complex maps detailing the user journey across multiple touchpoints.
Flow map
I put together the displayed flow map to illustrate the intended journey through the new checkout experience.
Product Description Page
Explore a product page layout which promotes the product and inspires River Islands’ customers, with the following key goals.
Reduce bounce rate
Increase add
to bag rate
Increase conversion
Increase AOV by promoting xSell/upSell
Homepage
An all new experience for viewing products on a mobile device, bringing the product front and centre.
Inspiration hub
I aided in the design of an Inspiration Hub, a new place for River Island shoppers to browse and find new content.
User generated content
A new section for the River Island app, allowing customers to find content that is published by other customers and influencers wearing River Island clothes.