Redesign the existing checkout experience.

Overview

Objective: To redesign Walmart’s checkout experience by addressing current user pain points, reducing drop-off rates, and integrating AI features to enhance the overall user experience and improve conversion rates.

🧐Problem Statement

How might we redesign the checkout experience to address current issues leading to shopper drop-offs, rather than completed purchases, while integrating AI to enhance the overall user experience and improve conversion rates?

📜Scope

1. Scope: Only Checkout Page (check next page for sample checkout screen)

2. You may consider redesigning only Web or only App and consider adding design considerations for the other device.

3. Assume the traffic of mobile, tablet and desktop is split evenly

4. Retain as much information as possible, if you decide to remove some information, explain the reasoning behind it

5. Feel free to note down any assumptions or reach out to us to ask any questions you have while doing this exercise.

6. Choose any tool or presentation or documentation format.

Research and Insights

Starting with the initial research to gather as much information as possible by finding Current user pain points faced my user and getting the key Insights.

Current User Pain Points:

1. Complex Checkout Process: Users find the current checkout process to be lengthy and complicated, leading to frustration and cart abandonment.

2. Payment Issues: Users often experience difficulties with payment methods, including declined transactions and limited payment options.

3. Lack of Transparency: Users are sometimes surprised by additional costs (e.g., shipping fees) appearing late in the checkout process.

4. Limited Customer Support: Users encounter problems during checkout and have no immediate assistance, leading to abandoned carts.

Key Metrics (Based on Research):

1. Cart Abandonment Rate: Approximately 70% of online shopping carts are abandoned before purchase.

2. Checkout Time: Average checkout completion time is around 5-7 minutes.

3. User Feedback: High volume of user complaints related to payment processing and lack of support during checkout.

Understanding other competitors specific in terms of Checkout

Amazon

• Unique Value Proposition: Convenience and speed with Prime benefits.

• Company Advantages: Comprehensive personalization, voice commerce integration, wide payment options, and robust fraud prevention.

• Company Disadvantages: Privacy concerns, complexity for new users, and dependence on Prime membership.

Target

• Unique Value Proposition: Flexible and store-specific checkout customization.

• Company Advantages: User-friendly interface, strong mobile integration, and personalized discounts.

• Company Disadvantages: Limited self-checkout for large orders and inconsistent in-store experiences.

Shopify

• Unique Value Proposition: Highly customizable and flexible checkout experience.

• Company Advantages: Global reach, developer-friendly APIs, and strong security.

• Company Disadvantages: Complexity for small merchants, higher costs, and dependency on third-party apps.

Framing by connecting user needs and defined insights. Worked to make sure i got the right direction on both design and Interview process perspective.

Leveraging with AI

Based on the initial Finding, connecting back with an AI to have a better experience.

Connecting AI with the Walmart Checkout Experience

This will basically give you an insight if how AI feature will be implemented in Checkout.

Implementation

With considering the current experience Implementation of fraud detection and dynamic Discount, offers into the checkout.

1. Fraud Detection

Defining fraud detection based on the risk level.

User Stories:

Based on the finding creating user stories.

2. AI Dynamic Pricing/Discounts

This will help you out setting up discount and offers based on the user behavior.

Increased Sales: Optimized pricing and personalized discounts can lead to higher conversion rates and average order values.

Enhanced User Experience: Personalized discounts make users feel valued and can improve their overall shopping experience.

Improved Inventory Management: Dynamic pricing helps in balancing demand and supply, reducing the risk of overstock or stockouts.

User Stories:

Based on the finding creating user stories.

Based on the finding Setting up the Mindmap

Help is understanding the structure of the flow

👉 User flow

These high-level structures of the guest and existing user would do the checkout process.

✍️ Visual design

This is the Main Checkout for Guest

https://www.figma.com/design/S69HgWsZU3mSHY2huhI8Py/Walmart?node-id=0-1&t=fyfgESlbJhv9q2bH-1

Login/Signup

Here user will be deciding whether they need to signup/login or you can checkout.

After Completion of adding items to cart , when user click on the checkout, they will be seeing the page, where they decide on this.

This is the main landing page, where user will be perform all the desired that they needed to take to receive the shipment.

Contact Information

This information will be viewed by guest, where they will be entering the details to contact, when existing user enter the number, we will prompt them to login if needed.

Item List

This is main palace where people get to see the list of item that they added and shipment details for store and shipment from other sellers.

Postal Code: Postal code will be default entered based on the location you are

Delivery type : Type will be selected based on time and convenience.

Pickup option : Once selected one of the store will be default selected, based on the stock and nearest store.

This section will basically shipping items other then from Walmart shipping . once user enters the shipping address they get the delivery type.

Delivery option : User get the option for both standard and express. Based on the selected the items will be shipment different date and time.

Payment : User get an option to enter card and quick pay option.

Fraud Detection

When User enter the card it will check based on transaction amount, time, user behavior patterns, device information, location, payment method, and historical data. They need to do additional Verification and proceed.

This happens when they have high risk and they can't proceed with card or they need to contact.

Dynamic Discount/Inventory

This Happens real time, Based on previous purchase and history of searching etc. and also inventory will be updated real time for the user.

🙌Final Outcome

The below you see the final prototype of the design, Where you can click to navigate between screens and to view interaction.

👉 ****Note- *Note- On this prototype the data and the navigation which you see just acts has a reference, on the actual development navigation and the data will be real.

Click to see on the full screen and make it fit to screen for the correct view***

https://www.figma.com/design/S69HgWsZU3mSHY2huhI8Py/Walmart?node-id=0-1&t=fyfgESlbJhv9q2bH-1