Real.de Checkout Improvement
Redesigning the checkout flow for one of Germany's largest e-commerce platforms to reduce the drop-off rate.
Situation
Single-page checkout that overwhelmed users
Thousands of people in Germany order groceries online every day at Real.de. The checkout process was designed as a single-page experience -- the user stays on the same page, which has its strengths, but it also felt overwhelming.
The task was to analyse the current checkout and find a way to reduce the drop-off rate.
Process
End-to-end product design
I led the entire digital product design process within the team, covering three phases:
- Understand Competitor analysis, usability testing of the current checkout, quantitative data from Google Analytics and Contentsquare, NNg e-commerce report
- Explore Short design sprint workshop: HMW, Dot voting, Success metrics, Crazy 8, Solution Sketch
- Materialize Usability testing of the updated prototype, final high-fidelity design, implementation control
Key Finding
Delivery timeslot was the breaking point
The usability testing revealed that users had a hard time selecting the delivery timeslot. They lost focus and didn't finish the checkout.
The updated design fixed this with a streamlined multi-step experience -- well-structured, with clear navigation and progress indication.
Result
Significant drop-off rate improvement
The usability test showed that users had no problems checking out with the multi-step approach, thanks to the highly recognisable navigation and constant price indication that improved the understanding of the process.
The A/B test confirmed a significant improvement in the drop-off rate.