Burberry
iOS app checkout
Role
Lead Product Designer
Year
2018
01
The problem
02
The opportunity
The initial goal of this project was to redesign the web checkout. To gain insight into the issues and pain points of our current checkout, we conducted 4 months of user research and testing. Our research findings supported the insights we had previously gathered from data analysis. This provided us with a unique opportunity to completely revamp the checkout experience for our users. However, after this phase, it was decided that we would shift our focus to building an iOS app. This change in direction allowed us to apply our research findings and utilise native features to deliver a modern checkout experience for our users.
04
The solution
As a significant portion of our users are repeat customers, requiring them to sign in to use the app, though not a decision I personally agree with, simplified the checkout process as we were able to identify most users.
The new checkout experience starts on the Shopping Bag page. By implementing localisation, we are able to offer various payment methods, including ApplePay as an express option.
For security purposes, users are prompted to re-enter their password before proceeding to the Shipping Method page. From then, they can enter their shipping address or select a store for pickup, depending on their preferred shipping method. The Payment Details page follows, where it is assumed that the shipping and billing addresses are the same, as per our research. Finally, the user reaches the Review stage, where they can review a summary of their order and make any necessary changes before proceeding with the purchase.
Checkout user journey flow