Rachana_UX Assignment 3
docx
keyboard_arrow_up
School
Northeastern University *
*We aren’t endorsed by this school
Course
7275
Subject
Information Systems
Date
Feb 20, 2024
Type
docx
Pages
3
Uploaded by AmbassadorQuailPerson1006
Overview:
Shopping cart abandonment simply means the common online shopping issue where a
customer adds items to their virtual shopping cart on an e-commerce website but does not
complete the purchase by checking out. For e-commerce companies, this phenomenon is a
serious issue since it has a direct influence on their sales and profitability. Shopping cart
abandonment can be due to a variety of things, such as unexpected shipping fees, difficult
checkout procedures, worries about security, or just a change of mind. For an online shopping
platform to become more user-friendly, it is essential to recognize and address the causes of
cart abandonment.
The following can help in creating a pleasant shopping experience and decrease cart
abandonment:
1. Making a very simple checkout process. Streamline the checkout process by removing
extra steps and information requests.
2. Be transparent about all expenses. Before customers begin the checkout process, make sure
they are aware of any potential charges, such as shipping, taxes, and fees, to avoid sudden
changes in overall charges at the checkout which might make them not want to continue
shopping.
3. Provide a range of payment choices. Give consumers the choice to pay using whichever
system works best for them.
4. Verify the security of your website. When customers buy on your website, they should
have faith that their money and personal information is secure.
In terms of user experience design and testing, the shopping experience has various stages,
from the moment a user lands on the website to the completion of a successful purchase. It
starts with the user's initial interaction with the website, where factors like website layout,
navigation, and product visibility play a vital role in attracting and retaining the user's
attention. As the user proceeds to explore products and add them to the cart, the checkout
process becomes a crucial phase. To lower cart abandonment rates and improve consumer’s
overall buying experiences, effective user testing is very important which involves evaluating
the complete user journey, finding pain points or impediments, and iteratively enhancing the
interface.
Redesign of ASOS
As someone who loves to shop online, one of my favourite go-to websites is ASOS, a popular
fashion retailer, but their shopping cart experience is not perfect. Some of the specific reasons why I chose ASOS:
1. A lot of people shop at ASOS. This means that a new shopping cart experience has a large
potential market.
2. ASOS is a well-known clothes retailer. This indicates that a variety of customers might
benefit from the updated shopping cart experience.
3. There are some issues with the ASOS shopping cart. The checkout process could be made
more mobile-friendly, more shipping alternatives might be provided, and users could
save their shopping carts, among other changes.
Reasons for Redesign are as the following:
1: Making Mobile Checkout a Breeze: To make the checkout process more mobile-friendly
ASOS current checkout process is not very mobile-friendly. The text is small and difficult to
read, and the form fields are difficult to tap on.
A redesigned shopping cart that is more mobile-friendly would make it easier for ASOS
customers to complete their purchases on their mobile devices. This could lead to an increase
in sales and a reduction in cart abandonment.
2. Shipping: Giving Customers More Shipping Choices
ASOS currently only offers a limited number of shipping options.
A redesigned shopping cart that offers more shipping options would give ASOS customers
more flexibility and make it more likely that they will complete their purchases.
Save cart: Allowing Customers to Save Their Cart for Later
ASOS currently does not allow customers to save their shopping cart.
A redesigned shopping cart that allows customers to save their cart for later would make it
easier for ASOS customers to pick up where they left off and complete their purchase at a
time that is convenient for them.
Few Solutions for the above mention issues are as follows:
Optimize the checkout process for mobile devices
Make the checkout process more mobile-friendly by using a responsive design and by
simplifying the process. The text should be large and easy to read, and the form fields should
be easy to tap on.
Offer more shipping options
Offer more shipping options to give ASOS customers more flexibility and make it more
likely that they will complete their purchases. This could include offering free shipping on
orders over a certain amount, or offering expedited shipping options for an additional fee.
Allow customers to save their shopping cart
Allow customers to save their shopping cart so that they can pick up where they left off and
complete their purchase at a time that is convenient for them. This could be done by adding a
"Save for Later" button to the shopping cart page, or by allowing customers to save their cart
by creating an account.
I believe that these three solutions would make the ASOS shopping cart experience more
user-friendly and convenient, which could lead to an increase in sales and a reduction in cart
abandonment.
Conclusion
Therefore, redesigning the ASOS shopping cart experience is an important opportunity to
improve the e-commerce experience for both ASOS and its customers. By making the
checkout process more mobile-friendly, offering more shipping options, and allowing
customers to save their shopping cart, ASOS can make it easier for customers to complete
their purchases and reduce cart abandonment.
In addition to the specific solutions that I have proposed, it is important to keep in mind the
general principles of e-commerce shopping cart design. For every customer, using the shopping cart should be simple, practical, and pleasant. Using
clear, clear wording, making it simple for consumers to modify their carts, clearly stating the
call to action, and testing the shopping cart experience on actual customers are all examples
of how to do this. In conclusion, shopping cart abandonment is when online shoppers add items to their cart but
don't complete the purchase. A great shopping experience involves easy website navigation,
clear pricing, a smooth checkout process, and user security. By improving these aspects and
regularly testing and refining the website, businesses can reduce cart abandonment and create
a more satisfying shopping journey for customers, leading to higher conversions and happier
shoppers.
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help