Guest Checkout

Project Overview

As a UX designer, I was tasked with designing a Guest Checkout process for a B2B company. Our main objective was to create a user-friendly and efficient path for potential customers, making it easier for them to complete their purchases and reducing abandonment rates.

Background

Our client wanted to increase conversions and improve the user experience for potential customers who choose to check out as guests. Through extensive research that can be found in <insert link> eCommerce Customer Acquisition Research, it was found that 25% of users were frustrated with needing to create an account in order to follow through on a purchase. As well, creating a guest checkout experience proved to have an 8 ROI and 5 Complexity that showed to be a viable solution to improving the user experience.

Research

Upon further research including user interviews and secondary research, creating a seamless guest checkout was a crucial part of the checkout process.

Research showed having a guest checkout increased conversion rates by up to 26%. As Guest checkout experiences have become a normalized path for users to take when checking out, given the seemingly quicker transaction, and less commitment feels to making a purchase with a company they haven’t before placed an order with.

According to a study by Baymard Institute, up to 35% of online shoppers will abandon their cart if they are required to create an account before making a purchase.

We expect by providing a guest checkout option, we should increase the number of sales, reduce cart abandonments, and increase customer conversions.

Understanding the Challenge

However, creating a guest checkout for a primarily B2B industry is not an easy task as customer accounts are necessary in order to log customers as clients in the back end. Because of this, we found that we were able to emulate a guest checkout experience by forgoing the password field and sending an email, allowing the user to create their password later on - should they return to use the service again.

Persona

Based on our research and empathy exercise, we created a persona for our target user: John, a busy procurement manager at a University Research Lab. John found that his least favorite task was having to spend copious amounts of time researching and purchasing products for their lab

User Story

User Flow

Sketch

Wireframes

Design

Develop & Implement

Validate

Conclusion