ALTERNATIVE PAYMENTS

ALTERNATIVE PAYMENTS

Role:
UX Lead

Brand:
VS&Co

Objective:
Optimizing the checkout flow with alternative payment methods

A seamless and platform optimized commerce experience lies at the heart of the digital shopping experience for Victoria’sSecret.com. With a native checkout in both the VS & PINK apps, there are unique opportunities to increase the efficiency and user-friendliness of the in app shopping funnel. One such opportunity was the addition of alternative payment methods at the shopping bag and checkout level to simplify the ability for users to complete their purchase with the payment type of their choice. In turn, adding payment options such as Apple Pay & PayPal had the potential of encouraging customers to finalize their purchase more quickly and increase the rate of conversion.

KPIs: 

  • Increase conversion rate at bag level 

  • Increase conversion rate at checkout level

Process

User Research, Competitive Research, Creative Workshops, Generative Research, Wireframing and Usability Testing

Phase | Discovery: 

As the Lead UX Designer on this work, I began the project by deepening my understanding of the various payment methods available on the market. To identify best practices, I conducted an industry audit and patterning in order to discovery how these methods were applied to various shopping funnels across e-commerce platforms. In addition to analyzing the competitive landscape, I also reviewed technical documentation and brand guidelines for Apple Pay, PayPal & Klarna, to familiarize myself with their design and functional requirements. To further build a holistic understanding of these payment types, I supplemented this information with data analytics of the engagement rate for each individual method in order to identify the optimal content hierarchy and IA.

Phase | Design: 

Once I had gained fundamental understanding of these payment methods, I began sketching different visual and functional explorations of the bag and checkout flows. To ensure technical feasibility and accessibility, I maintained a collaborative and transparent approach to reviewing designs with the development team. Through this process, we were able to identify certain complexities and edge cases that required further iteration and additional reviews with the technical teams from each payment method. This collaborative approach enabled me to create a unique native app experience with seamless usability and elevated UI within the bag and checkout funnels of the apps.

Key Features: 

  • Direct access to one-click checkout in the shopping bag

  • Saved information for return customers

  • Klarna available in checkout