The Last Hunt is an outdoor gear retailer based in Quebec, Canada. The company is uniquely dedicated to selling discounted outdoor clothing and equipment through their eCommerce platform.
The problem
Some of The Last Hunt's customers who are ready to make an online purchase feel confused over how to complete the website's check out process. A simpler check out could lead to increased revenues and more repeat customers.
I evaluated The Last Hunt's check out process based on Jakob Nielsen's 10 usability heuristics for user interface design.
The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.
When applied to an eCommerce check out process, simple additions such as a status bar and clearly numbered steps and progression through the steps should be visible to users. Regardless of what step of the check out process the user is on, it should be clear what comes next and how much they have left to complete.
The system should speak the users' language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order.
Simple terms and labels should be used which all customers can recognize. Field labels, buttons and text should all be easy to decipher and as brief as possible.
Users often choose system functions by mistake and will need a clearly marked "emergency exit" to leave the unwanted state without having to go through an extended dialogue. Support undo and redo.
Customers should have the ability to delete or edit items in their cart. Customers should also have the option to correct a form field or skip back to the last section of the check out process or exit the check out altogether.
Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform conventions.
The platform should use familiar eCommerce terms such as 'add to cart,' 'buy now,' 'check out,' and place order. Verbiage should be consistent throughout the entire site.
Even better than good error messages is a careful design which prevents a problem from occurring in the first place. Either eliminate error-prone conditions or check for them and present users with a confirmation option before they commit to the action.
Error prevention during the check out process can include starring mandatory fields, simple labels, or a warning for two or more of the same item being added to a cart.
Minimize the user's memory load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.
Do not make customers think. A simple check out process will satisfy users and will increase the likelihood of their return to the site. Users should know the cost of taxes and shipping before having to complete other form data. Order summary information should also be made available to the customer before they are prompted to place an order.
Accelerators — unseen by the novice user — may often speed up the interaction for the expert user such that the system can cater to both inexperienced and experienced users. Allow users to tailor frequent actions.
A guest check out option should be made available. Loyal customers should be rewarded with an option to login to avoid having to fill in their information again. Payment options such as PayPal or Apple Pay can also save customers time and may provide some users with a sense of security.
Dialogues should not contain information which is irrelevant or rarely needed. Every extra unit of information in a dialogue competes with the relevant units of information and diminishes their relative visibility.
A simple design aesthetic should be used. Unnecessary links, labels or design elements may overwhelm the customer.
Error messages should be expressed in plain language (no codes), precisely indicate the problem, and constructively suggest a solution.
Customers should be provided with clear error messages if something is not right. An invalid form field or discount code should be made obvious by displaying a descriptive, but brief error message so that users may easily fix their mistakes.
Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large.
Customers should have help options in case they are stuck. Offering options such as live chat, FAQ’s, a customer support email address or telephone number are good practices to follow.
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A simple online shopping experience will increase the likelihood of repeat customers. Jakob Nielsen's usability heuristics for interface design provided a solid framework for evaluating and redesigning The Last Hunt's check out process. I came away from this project with the following takeaways: