Native Checkout
Native Checkout is a new Walmart checkout experience that allows users to complete their purchase on a single-page screen through 3rd party platforms, bypassing the usual cumbersome process. Despite its streamlined approach, NC encountered issues that affected its performance in our conversion benchmarks. Our goal through research and multiple design iterations was to address these gaps and further improve the checkout experience.
Previously, when customers clicked on an ad for a Walmart product, they encountered a multi-step checkout process that required considerable cognitive effort and patience:
View item page
Add to cart
View cart
Continue to checkout
Place order
Alex, Mary, Nadya | Onilab LLC
"How might we create a more seamless shopping experience for users arriving from 3rd party platform ads?"
Research & Analysis: After listing all the page assets of the current checkout experience, I ranked them based on priority and their importance to the customer journey, identifying which assets could hinder successful conversions. The list was narrowed down to the following essential assets: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
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The redesign of Native Checkout successfully addressed the usability issues, resulting in a more intuitive, efficient, and transparent experience. The enhanced UX/UI design led to improved metrics and greater user satisfaction, demonstrating the importance of understanding users and social commerce behaviors in the e-commerce landscape.
As a result of these iterations and added features, we observed significant improvements in our key metrics, detailed below: