humanizing theshopping experience

Costa Brazil was acquired by Amyris in 2019 and made significant design updates to their site experience. While the new designs were visually pleasing, it did not meet expectations from a usability and functional perspective, which impacted engagement and sales growth. In order to provide a frictionless shopping experience, we investigate existing features that directly affected bounce and checkout abandonment.

Team: Sr. Product Designer, Product Manager, VP of Product
Duration: 1 Month

GOALS

  • Create a frictionless shopping experience w/ add to cart & checkout

  • Find opportunities to improve the navigation across the site

  • Increase brand awareness through visuals and brand story


secondary research

According to Baymard Institute, the average large-sized e-commerce site can gain a 35.26% increase in conversion rate though better checkout design. Among the biggest factor in checkout abandonments are due to complex or lengthy checkout processes. Prioritization of the shopping cart experience was critical to ensuring the shopping journey with Amyris brands is as seamless and enjoyable as possible.

COMPETITIVE ANALYSIS

Heuristic Evaluation

Homepage

  • We discovered major contrast issues that impacted legibility, making text and Call to Action buttons difficult to read (banners, reviews).

  • There’s a lack of humanization on the homepage with barely any model shots to balance product and branding makes it challenging for customers to understand the value proposition and relate to it.

Collection Page

  • The Add to basket call outs are elegant, yet to a prospective customer they hardly noticeable and not intuitive to use for the first time.

  • The product cards within collection pages take up a lot of real estate. Having the product name and description overlaying the images also is not best practice especially on mobile.

Product Landing Page

  • Show PLP image…

  • Product misses the opportunity to incentivize “Add to Basket” with offers such as Gift with purchases and Sampling.

Navigation

Missed opportunity with the navigation to show an expanded menu. Furthermore, having a non-conventional style of the global header created a barrier for users to navigate through the site.

Cart checkout

Among the biggest factor in checkout abandonments are due to complex or lengthy checkout processes. Prioritization of the shopping cart experience was critical to ensuring the shopping journey with Amyris brands is as seamless and enjoyable as possible.

Promo Code Insight:
46 Percent of Shoppers Abandon Because a Discount Code Doesn’t Work.



THE LAUNDRY LIST (ROADMAP + PRIORITIZATION)




THE STATS



In Jan 2022, BIossance cart abandonment rate was at 55.6%,

Live Costa Brazil at 64.2%

Rose Inc at a whopping 72%

RESULTS

Live Costa Brazil averaged cart abandonment rate sat at 64% in the first half of 2022.

In less than 6 months, we saw cart abandonment rate decrease by an average of 15%





HOW CAN WE CREATE A seamless Add to Cart Experience FOR OUR CUSTOMERS?

GOAL:

● Offer Minicart for seamless flow into the checkout with mobile first experience

● Immediately acknowledge added items

● Show free shipping or minimum thresholds to qualify for free shipping

● Auto add samples to the cart

● Auto populate information wherever you can

● Offer key payment options (Afterpay)
● Avoid Overly Complex Password-Creation Requirements

● Highlight major promotions throughout the site

● Remind customers of promos applied and provide confirmation when discounts are

applied before they enter any payment details.

Users complete forms up to 30% faster when using AutoFill. This directly supports the idea of shortening checkout time and making it friction free.


(Insert Designs)





 

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