Enhancing E-Commerce Checkout Experience ✨

Introduction 📘

This UX research report focuses on evaluating and improving the mobile checkout experience for Oorla.in, an e-commerce platform currently facing a high cart abandonment rate of approximately 60%.

Objective 🎯

The primary objective is to conduct in-depth UX research to uncover pain points and opportunities for improving the checkout flow, with a focus on accessibility and usability. Through a combination of heuristic evaluation, competitor analysis, user interviews and survey, the research aims to identify pain points and provide actionable recommendations to enhance the overall user experience, reduce drop-offs, and improve conversion rates.

• Research objectives and key questions:
  • What causes high drop-offs in the checkout process?
  • How accessible is the current checkout flow?
  • What best practices are competitors using?

Research goals:

1. Identify the key reasons behind the high cart abandonment rate during the mobile checkout process on Oorla.in.
2. Evaluate the accessibility of the current checkout flow
3. Uncover usability issues
4. Generate data-driven insights through user interviews and survey to better understand user motivations, behaviors, and pain points. And analyze competitor checkout experiences to identify best practices in mobile usability and accessibility.
5. Provide actionable recommendations to simplify the checkout flow.

Problem Statement❓

Oorla is an e-commerce platform experiencing a 60% cart abandonment rate during checkout, particularly on mobile devices, indicating major usability and checkout experience issues.

Who will be the users of Oorla?

• Regional Shoppers
• Urban Shoppers with Regional Roots
• Middle-Aged Users & Homemakers