Belk · E-commerce Cart + Checkout RedesignTurning checkout friction into a clearer path to purchase
Partner Ovative
Focus: CRO · UX Strategy · Product Design
Platforms: Desktop · Mobile Web · App
The outcome
+5% revenue per visit · ~$1.5M incremental revenue
People were adding products to their bag. They just weren’t buying them.
The challenge
The data showed where customers were leaving. Research needed to explain why. Customer feedback, Baymard research, and existing e-commerce patterns surfaced three recurring issues: unclear expectations, price uncertainty, and low trust.
Journey map
Design audit
The problem wasn’t just usability.
It was confidence.
Individually, the issues were small. Together, they created uncertainty at exactly the moment customers were deciding whether to buy.
Designing confidence into the journey
Deliver
Recommended Solutions
Password Reset Options
Password reset flow is redesigned to meet user’s needs
Introduce Chatbot
Chatbot uses a series of logic questions to identify issue and send user correct solutioning
Redesign Self-Service Portal
Redesign portal with a human-centered design solutions
Quick response time
Triaging to support proper routing and cut down on initial wait time
Multi-Solution Choices
Associates are empowered to seek customer solutions through a plethora of options and does not have to seek out KB article are a first means for solution
Associate Training
Oversee and provide training materials for best practices on how to greet and interact with customers with a focus on soft skills
Rebrand the GSD and tell a refreshed story
An updated interface and refreshed communications to complement the elevated user experience. As enhancements are made behind the scenes to support a new customer experience, the user interface should be updated to reflect those same improvements. This should include:
-A unique brand name for Marriott IT support (e.g., mHelp)
-An updated ServiceNow Portal to reflect the new brand
-A personalized Virtual Agent to interact with (e.g., Ava)
Align the IT support teams under a single voice and communicate how to interact with the GSD and other services within the ticket lifecycle
-Define a brand voice for the GSD and other support teams, to include IT Field Teams
-Begin with onboarding – catching new employees from day one of their Marriott journey – to share the brand story, and inform customers of how the GSD supports them and where they can go for help
-Capitalize on existing movements to refocus on the user (“Be”)
-Reflect new Brand Story on ServiceNow Portal and through targeted communications
