Shipped 2019
Ostra Checkout
Client
Ostra
Year
2019
Role
Product designer
Duration
4 months
Team
2 designers, 1 PM, 4 engineers
Platform
Web, mobile first
The one-page checkout, with the delivery price up front.
01
Context
Ostra sells furniture online and in two Stockholm showrooms. Its checkout ran over five pages and asked for delivery details before showing the delivery price, which for a sofa can change the total a lot.
Most orders were placed on phones, and most abandoned carts were abandoned at the delivery step. The brief: one page, the delivery price up front and no surprises at the end.
02
My role
I worked in Ostra’s product team, with a second designer, a product manager and four engineers.
01
Analyzed 3,000 abandoned checkouts with the product manager to find where people left.
02
Designed a one-page checkout that shows the delivery price as soon as the postcode is in.
03
Added delivery slots for large items, chosen in the checkout instead of by phone.
04
Tested the new checkout against the old one for six weeks.
03
Process
Four months, tested against the old checkout with real orders.
Fig. 01 · Where shoppers left the old five-page checkout.
Fig. 02 · Delivery slot picker for large items.
04
Results
+22%
Completed orders on mobile
1 page
Checkout, down from five pages
40%
Fewer calls to customer service about delivery
The one-page checkout went live for every visitor in May 2019. Completed mobile orders rose 22 percent, and calls to customer service about delivery fell by 40 percent. It was my last project before joining Saltwork Studio.
The new checkout paid for itself in its first month. Noa’s calm way of working set the tone for the whole team.
Sofia Nyberg
Head of E-commerce, Ostra
05
Reflection
We tested on new phones in the office. Many customers ordered on older phones in the evening, where the slot picker was hard to use. The best fixes came from watching people order at home.
Fig. 03 · Order summary with delivery and assembly.
Fig. 04 · Checkout on a phone in the showroom.