Reimagined Checkout
As Senior Manager, Experience Design
Sage is a global business software provider and the largest tech employer in the UK.
Reimagined Checkout
As Senior Manager, Experience Design at Sage
Sage is a global business software provider and the largest tech employer in the UK.
The Context
Sage.com is home to more than 40 products in 27 markets and is accessed by millions of visitors every year.
The self-serve checkout experience, while undergoing continuous optimisation, was picked from a shortlist of innovation candidates as having the largest potential for e-commerce performance.
The Opportunity
Sage’s recently-launched new brand brought with it a new promise—Helping everyone flow— and values—Human, Simplify, Trust and Bold—as well as a rich new visual and motion design language.
By reinterpreting the checkout experience based on the new brand, we had a powerful hypothesis for a step-change in checkout performance.
The Context
Sage.com is home to more than 40 products in 27 markets and is accessed by millions of visitors every year.
The self-serve checkout experience, while undergoing continuous optimisation, was picked from a shortlist of innovation candidates as having the largest potential for e-commerce performance.
The Opportunity
Sage’s recently-launched new brand brought with it a new promise—Helping everyone flow— and values—Human, Simplify, Trust and Bold—as well as a rich new visual and motion design language.
By reinterpreting the checkout experience based on the new brand, we had a powerful hypothesis for a step-change in checkout performance.
My Role
- I co-founded the Tiger Team, a new cross-functional unit of Analyst, PM, Research, Design and Engineering talent supported by Exec leadership with a remit to innovate and learn fast.
- I reviewed and synthesised past research and optimisation efforts on the checkout experience to ensure a solid foundation for innovation.
- I facilitated ideation sessions encouraging blue-sky thinking to gather the most promising ideas from the team, generating enthusiasm for the project and ensuring full participation of the team.
- I provided the overall vision for a new, innovative checkout experience based on the team’s ideas, creating genuine complicity within the team around a joint bet.
- I facilitated joint Design decision-making by the team by illustrating the decisions being taken and ensuring visibility to Exec leadership.
- I co-owned User Research planning, setup and results analysis.
Results and Impact
- 3 prototypes produced through iterative design
- 2 rounds of moderated user testing
- 1 round of live testing
- 112% of Cart Completion Rate Target achieved
My Role
- I co-founded the Tiger Team, a new cross-functional unit of Analyst, PM, Research, Design and Engineering talent supported by Exec leadership with a remit to innovate and learn fast.
- I reviewed and synthesised past research and optimisation efforts on the checkout experience to ensure a solid foundation for innovation.
- I facilitated ideation sessions encouraging blue-sky thinking to gather the most promising ideas from the team, generating enthusiasm for the project and ensuring full participation of the team.
- I provided the overall vision for a new, innovative checkout experience based on the team’s ideas, creating genuine complicity within the team around a joint bet.
- I facilitated joint Design decision-making by the team by illustrating the decisions being taken and ensuring visibility to Exec leadership.
- I co-owned User Research planning, setup and results analysis.
Results and Impact
- 3 prototypes produced through iterative design
- 2 rounds of moderated user testing
- 1 round of live testing
- 112% of Cart Completion Rate Target achieved
Starting Point: Sage’s New Brand
A bold new brand proposition that calls for more human, simple and bold product experiences that exude confidence and instil trust.
How we Made Design Decisions
I brought clarity to the design process by defining and visualising the design choices we faced—any one of which could be taken in isolation.
This helped everyone in the team debate, agree on decisions and communicate the rationale them to exec leadership.
One Great Idea, Three Prototypes
Although we had a new single, strong design direction, we wanted to test it against two others, to further validate the approach.
All prototypes were developed for desktop and mobile.
Prototype 0 – ‘Control’ version.
‘Control’ version: a plain form to produce valuable comparative test data.
Prototype 1 – A Bold New Idea.
A reimagined checkout experience: a bold new take based on the new brand values.
⬇︎
⬇︎
Prototype 2. Brand ‘Reskin’.
The existing checkout experience restyled in the new brand, with some improvements.
⬇︎
⬇︎
Prototype 0 – ‘Control’ version.
‘Control’ version: a plain form to produce valuable comparative test data.
Prototype 1 – A Bold New Idea.
A reimagined checkout experience: a bold new take based on the new brand values.
⬇︎
⬇︎
Prototype 2. Brand ‘Reskin’.
The existing checkout experience restyled in the new brand, with some improvements.
⬇︎
⬇︎
Reimagined Experience
Click to play.
User Testing Results
Prototype 1—the new, bold idea—was the only prototype that had consistently positive feedback.
Impact
112% of Cart Completion Rate Target achieved
