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Seamless e-commerce checkout: Subscribe effortlessly to Nokia smart devices.
HMD Global is the manufacturer of the brand Nokia mobile, operating its e-commerce store across 80+ markets. Nokia recently introduced Circular - a subscription service, that offers a more sustainable way to get access to the latest Nokia devices. To reduce cart abandonment and customer frustration rates, check-out flow has been carefully designed to help users efficiently complete their subscription purchase.
The challenges
The checkout process for the new subscription service has been complicated and lengthy, resulting in a high rate of cart abandonment and customer frustration.
Goals
Nokia phones aim to ensure that the process is intuitive and accessible so that users are able to complete their purchase. Ultimately increasing the number of customers subscribing to its services.
Problems with the initial flow
Nokia phones subscription Circular program is facing challenges with their initial check-out flow.
The current flow does not comply with country regulations, which can result in legal issues and reputational damage.
The low check-out form completion rate is leading to a reduction in sales. The challenge is to find a solution that balances compliance with regulations while maintaining an efficient checkout flow that encourages customers to complete their purchase.
Research and benchmark
We conducted user research and analysis to understand the problems better
Competitive analysis: We reviewed the checkout flow of several competitors to understand how they balance compliance with regulations and an efficient checkout flow.
Regulatory analysis: We conducted an analysis of the country regulations to identify the specific requirements that the check-out flow needs to comply with.
From our research, we found that customers were experiencing frustration and confusion during the check-out process, leading to high cart abandonment rates. Additionally, we identified specific regulations that were not being met, such as payment processing requirements or addresses form.
Exploring solutions
To ensure that the process met the countries’ regulations and efficient enough for users to complete the purchase, these improvements were tested
Transparency and communication: We added clear communication and transparency throughout the check-out process, explaining each step and any regulatory requirements, to reduce confusion and frustration for the users.
Streamline the address filling process - we added pre-filled address and auto-generated form for users to quickly add their address.
Clarify Subscription Terms and Conditions - quite a lot of information about a service needed to ensure users feel confident enough to make a subscription decision, hence a dedicated FAQs page were designed to reduce user’s confusion and disruption while checking out.
What has been improved?
Address form was one of the changes during the improvements. We want to help users fill in the addresses (for delivery, ID check and billing) efficiently and accurately.
There were many things to take into considerations as address from in UK and Germany required different type of address details and some fields need to be separated.
Moreover, steps were changed as well to reduce confusion.
We want to ensure that the design is future proof which is flexible enough to suitable for different possible regulations in the future.
Old flow
In the old flow, account log-in was suddenly opened, creating confusions and disruptions in the check out process.
Many users find that they were a bit lost without any context why should they have the account in to the system.
All the addresses were previously in different steps.
Date of birth field was placed in the billing steps with confused explanation.
There was no place for hire agreement.
New flow
Logging into account/create new account are implemented as one of the steps during the check out process.
This helps users to quickly understand that having account in the system is required to continue the process.
More explanation texts are provided to bring more context for users.
All the addresses are all together in one ‘addresses’ step to ensure users’ awareness of needed information.
Components improvements
I was responsible for creating and collaborate with developers to implement the component so it could be reused in the design system.
One of the most important components in this process is shipping address component, which needs to be localised for specific countries with different address regulations. Components are designed specifically for each breakpoints, to ensure that user tasks are performed smoothly across different devices.
Takeaways
After implementing our proposed solutions, we observed an improvement in the check-out form completion rate, resulting in an increase in sales.
Additionally, the company was able to comply with all country regulations, avoiding any legal issues or reputational damage. Overall, our solution improved the user experience, reduced abandonment rates, and ensured compliance with regulations, achieving the desired business outcomes.