Xedo.com
One Page Try-On Journey
Xedo.com is ACS Group's USA customer facing tux rental site. As part of the journey, customers have the option to order a home try-on before they complete their full rental. A similar offer in the UK sees a high conversion from try-on to rental.
In early 2016, a US based agency was tasked with creating a one page solution to the process, however conversion was extremely low and customer feedback was that journey was confusing and led to frustration.
I was tasked with creating an improved journey that would lead to less confusion in customers and increase try-on orders.
Discovery
In our initial discovery phase, as a group we identified the major painpoints experienced by the user and the areas we would prioritise for improvement. The sizing, data entry and account creation were sections that needed particular attention.
Through our own walk-throughs, we would often select the final CTA without realising we also had to create an account, located in the section underneath.
Redesigned Layout
A closed checkout was introduced in an attempt to lessen the number of users abandoning the journey and going elsewhere on the site. The page header was also reduced to just the page title with a brief introduction, as well as the tux description which was also removed and replaced with a list of items included in your try on.
The measurement information was also moved to the top of the page to reflect customer expectations and lessen the possibility of it being missed by the user. The measurement guide and charts were also given increased prominence and the video removed.
Colour select was reduced to one option by the business so, as part of the redesign, we were able to remove the large colour swatches, colour labels were also added to improve accessibility. On small screens the colour picker was redesigned to better display the colour families and the options within each.
The fields were better organised and the sign up / login was made part of the journey. We also attempted to lessen the number of initial fields by including a Zip code look up which would display the extra fields once an address was selected.
A default try-on date was introduced and we attempted to make this more prominent by making this its own step. Users who wish to set their own date would select 'Change date' which then displays a calendar.