Belk’s executive team wanted to release an MVP (minimum viable product) in six months, a feasible but aggressive timeline. The team had already developed a fairly deep understanding of the company’s user base, so the design process grew out of existing analysis rather than new user research. Belk informed designers that the company caters to an audience that is nearly 80% female, with its largest customer base between the ages of 55 and 64 years old. What’s more, 65% of Belk’s customers are 45 years or older, 46% arrive on the site via direct traffic, and the average visitor views 5.19 pages and stays on the site for more than four minutes.
To complement this existing research, I analyzed the sites of competitors like Nordstrom and turned to the Baymard Institute to review best practice examples of cart and checkout use cases and design patterns. I also drew on my experience designing and launching table linen brand Prado y Barrio and a previous project designing a loyalty app for Etos, one of the largest drugstore chains in the Netherlands. Both roles exposed me to a crucial e-commerce principle: Removing unnecessary steps from the customer journey is essential.
Taking cues from Belk’s high-converting mobile app, we created separate checkout flows for guests and logged-in users. This allowed us to better tailor the checkout experience. Guest users, for instance, are unlikely to have Belk Rewards Dollars certificates, so we reduced the size of those fields in the guest checkout.
For logged-in users, our focus was to keep all relevant order details above the fold. On Belk’s previous site, these details were displayed in multiple sections and required users to jump-link past key information to place an order. Our revised design includes the thumbnail image, estimated delivery date, and order price on a single page. This makes it easier for users to see all at once what they’re buying, how much their order will cost, and when they can expect it to arrive on their doorstep.
After customers have spent time searching for a new swimsuit or pair of sandals, they don’t want to spend more time scrolling around for the Buy button. A sticky Place Order CTA pinned to the bottom of the checkout page that stays in place no matter how far down the screen the user scrolls encourages them to complete their purchases. With their contact information, address, and payment information saved, there is no reason to ask for this info: Logged-in users can complete checkout in two clicks.
