Insights
UK delivery options are hidden and not promoted across the purchase journey as a benefit. Only standard delivery is clearly presented and has a free delivery threshold over £50.
Insight suggests users are confused within checkout cycle when opting for a delivery choice they were not initially aware of. Testing indicates the "express delivery" is hidden to enforce the free delivery proposition notion.
The delivery options are not clearly identifiable if at all discovered within a PDP delivery tab, delivery options help section or tool tip panel.
The options: "Saturday delivery", "next working day" and "day of choice delivery" are grouped as "express delivery" and require further actions to identify.
Obviously, users are not aware of cut off times for next working day delivery as they are not aware of the delivery option, until checkout stages. No urgency or motivation can result in missing the option once discovered.
Introduce the new UI style guide execution into journey pages: PDP, Basket, checkout - confirmation page.
UX/UI Goals
1. Highlight all UK delivery propositions, allowing awareness throughout the purchase journey.
2. Remove and incorporate Saturday delivery into a nominated day proposition (including delivery calendar). Allow ability for Saturday price change if required.
3. Introduce a countdown timer for next day delivery cut off period (PDP, Basket & Checkout - delivery details page).
4. Replace the grouped delivery terminology "Express delivery" with "next-day" & "nominated day"
5. Consistent clear visual identification of delivery options using bespoke iconography to form identity.
6. Produce a clear, simple UK delivery selection process within checkout, allowing users to change available shipping propositions with ease.
7. Identify all areas of the site the delivery enhancement changes will impact, establish solutions, provide MVP for style guide intergration for the checkout.
