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HOME PLUS
e-Commerce

Checkout Flow Revamp

What is HomePlus?

HOME+ is a Hong Kong online shopping platform established in December 2020.
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In 2022, HomePlus Holding introduced Kerry Logistics as a new shareholder. After the capital increase of other shareholders, HKBN maintained its position as the largest shareholder, holding about 43.3% of the shares. DCH, Kerry Logistics, TV Broadcasting Co., Ltd. and Hung Fook Tong each held 40% of the shares. %, 10%, 3.3% and 3.3%.

Project Objective

e-Commerce checkout flow is where the money is at. Any small design improvement in your checkout UX usually has a direct impact on how much money your site makes. The requirements start from customer service feedback, HOME+ existing checkout process with numerous non-humanity designs.

However, the development budget limits us only being available to adjust the front-end to solve the UX issues. To kick-start the revamp I start with market research to seek what kind of pain point we are currently facing.

Pain Point

Painpoint 01
Too many delivery methods (Home Plus consolidation delivery, Merchant delivery, Instant delivery, Store pickup delivery, etc ). The reason is system and operation limitations.From the customer's point of view, they will face confusion with too many rounds of delivery.
Painpoint 02    
The options of delivery or self-pick-up appear between the shopping cart and shipping step. Actually, this option should place in the shipping step inside with the delivery method.
Painpoint 03      
In Home Plus APP, all the option selections applied internal-page selection handling. Users easily get frustrated feeling in this behavior.
It's because only facing the simple selection why switch the page?

Wireframe

Wireframe Base on Use Case
In between of the process the wireframe, I also will do some market research to review the local and oversea e-commerce platform checkout flow. May get insight into those checkout flows.
Local e-commerce research

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Oversea e-commerce research

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To solve the too many rounds of delivery, I add the total round of delivery heading to remind users their order will be delivered how many times.
The option of delivery or self-pickup has been modified and placed inside the delivery section to select.
We use a slide-up modal to handle all the easy options. internal-page handling only applied for complicated steps, for example, adding delivery address.
Wireframe Flow

UI Design

UI Flow

Web Enhanced

Cross Platform Enhancement
Base on APP revamp experience, we required to apply those adjustment for the web platform. Similar as APP revamp we base on market research and stakeholder discussion to implement the adjustment.