For the Overstock Canada mobile website, I redesigned the user experience for selecting a country at the beginning of the customer journey. Starting with documenting the user flow, my goal was to reduce frustration caused when customers switched countries at checkout, which would remove items from their cart.

Hypothesis: By asking customers upfront where they plan to ship their products, we could reduce issues later in the checkout process.

Problem: Customers were frustrated when switching countries at checkout, which often removed items from their cart.

 

Goals:

• Minimize customer frustration

• Reduce calls to customer service

• Ensure ADA compliance

 

Solution:
I designed an intuitive experience that prompts users to choose their shipping destination early, with clear messaging around shipping benefits, such as local currency shopping, competitive shipping rates, and a tailored experience for international customers.

 

Measurables:

• Track whether fewer users click "Ship to US" from the Canadian site

• Decrease in customer service calls and abandoned carts

 

Recommended Testing:
We implemented a build-to-learn model, gathering insights from measurable outcomes and iterating as needed, given the time and resource constraints.