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Ship Sticks is the world's #1 golf club shipper, with over 500k+ customers. With so many users, it was time to revisit the shipping page for a refresh after ten years.
The current ship page has become archaic, confusing many users about how to ship their goods, causing high call volumes to Customer Service Representatives and increased drop-off together.
The company's objective is first to see what pain points customers are currently facing through user research, then implement design decisions to increase satisfaction and improve overall cart value/conversion with this newfound knowledge.
November ‘22 - April ‘23
UX/UI Designer
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SOLUTION
We added more insurance context and info, more excellent responsiveness and grouping of trip details, and integrated the flow of the store locator. This aims to improve user pain points, decrease drop-offs, and increase cart value.
As we commenced the project, the senior designer and I agreed to interview four customer service representatives.This was a great option as we could conduct in-house interviews, and they constantly hear feedback and pain points from users every day. We created an affinity map to find consistent themes, shown below. This project was extensive, so I am documenting three major iterations for the sake of length.
INSIGHT#1
Many users either didn't see the insurance section or did not know what was covered by our insurance plans.
Opportunity: Create greater CTA to our insurance and list details of coverage.
INSIGHT#2
The store-locator feature takes the user to a different tab, disrupting the flow and causing confusion and drop-off.
Opportunity: Integrate a pop-up feature on the same tab instead of a separate one.
INSIGHT#3
Selecting a trip type and dates could be more apparent due to poor layout and visual hierarchy.
Opportunity: Create an established hierarchy of essential information based on importance.
Rich with insights, we needed to recreate the user flow with additional elements as well as deductions to an improved experience. This will lay the groundwork for reference points as we dive into the high-fidelity mockups.
The personal shipping industry is still relatively new, and competition is limited. To gain value from our competitors, viewing direct and indirect competition was important. An example of indirect competition is an airline, shipping companies like FedEx, etc. We wanted to learn what we could learn and implement in our designs.
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After rounds of iterations, the team and I decided on three significant decisions below based on previously synthesized research. Again, our main objective is improving user pain points and increasing cart value.
INSURANCE
We added insurance plans and started by offering only upgradable options to encourage users to convert. If no insurance plan is selected, a pop-up of programs and benefits will appear as a last effort to increase cart value.
TRIP SELCTION
Users often missed or didn't see important information such as trip type, departure date, etc. By grouping elements based on related information and prompting triggers based on action, we aim to decrease CSR call volume.
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STORE LOCATOR
Due to our current store locator feature opening up a new tab and directing away from the flow, it causes users to drop off. By integrating a new store locator feature as a part of the flow, we aim to decrease drop-off.
Once the final prototypes were created, we conducted user testing to see how the new design decisions were compared. The results were successful and showed benefits in the three iterations previously displayed.
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