Enhancing Ecommerce Checkout - Kennards Hire
I was part of a project team that optimised the Kennards Hire Ecommerce cart process by implementing a streamlined stepper interface. Through wireframing, prototyping, and user testing, I aimed to enhance user flow, reduce friction points, and drive higher conversion rates. The result was a significant improvement in customer satisfaction and increased business success.
Problem
Through regular conversion funnel monitoring and user behaviour analysis along the conversion journey, it became apparent that the cart flow had become a bottleneck for users continuing through to payment and booking. Analysis of user recordings, heatmaps and tracked events revealed that the order of hire details presented in cart was creating confusion for users. Overall content and visual hierarchy, and absence of consistent status messaging also contributed to user disorientation.
UI wireframing and prototyping
Based off the qualitative and quantitative data gathered, medium fidelity wireframes and a prototype were developed for user testing.
Testing
Surveys and un-moderated testing were performed to measure the intuitiveness and user understanding of the prototyped stepper, and overall user satisfaction.
Results
After further iteration and refinement of the stepper design and booking detail hierarchy, we deployed into production where we saw an immediate uplift in the cart to payment in the overall conversion funnel.
Contact me
I'm currently taking on freelance work and career change opportunities within UX/UI design. Feel free to email me or message me on LinkedIn as I'm always up for a chat.