Improving checkout conversion

MyPublisher, a Shutterfly photobook brand, had a shopping cart experience that varied product-to-product. Those inconsistencies were confusing for returning customers — different promo placement, different default selections, different layout — and clunky for engineering. I set out to design a checkout experience that helped customers customize their photobook and that made future iterative improvements easier to implement.

Breaking down the problems

Shopping cart breadcrumbs do not accurately reflect the numbers of steps/clicks in the checkout process.
MyPublisher customers are extremely promo driven, and most will not purchase without using a promo code (Less than 10% of customers checkout without using a code). To avoid abandoned carts, the promo and code are displayed during the shopping cart experience. However, codes are displayed at a very small size and as an image vs. live text; therefore, the user is unable to copy and paste the difficult-to-read promo.
Current button placement allows the customer to advance through the cart without reviewing their customization selections, which could lead to:
- The customer being unhappy with their selections when they have reached the final review step of the shopping cart.
- MyPublisher missing out on revenue opportunities as the customer bypasses upsell options. For example, every time a customer skips over page-binding options, the company misses a chance to earn an extra $45/book.
Customization options that aren’t available (for example, standard paper on a Deluxe Photo Book) appear to be selectable.

Outlining the goals

Identify common pages across products so that we could create a consistent experience.
Work with dev and products owners to improve shopping cart functionality, specifically the addition of an add promo to cart button.
Make breadcrumbs adequately reflect the proper number of steps.
Require user to actively make decisions about their products.

Shopping Cart User Flows

Wireframes

The finished product