Revealing What Matters
Bringing Delivery Promise to the Basket Experience
The Missing Link
Where did the delivery info go? Spotting a crucial gap in our user journey
The Team
Azmy
Product Design Lead
Shruti
Product Designer
The Problem
Product Page
Here's when it arrives! Users see clear delivery timing while shopping
Basket
Oops! Delivery info vanishes just as users are reviewing their picks
Checkout
Surprise! Delivery details reappear, sometimes with unexpected timing conflicts
What We Know
Research shows that customers actively use the basket to make final decisions about their purchase
By providing delivery information at this crucial decision point, we could create a more transparent shopping experience while driving key business metrics inorder to
Help our users review their Basket items better with the delivery information
Increase conversion from Basket to Checkout
Reduce checkout abandonment caused by unexpected delivery dates
We Identified Two Paths Forwards
We identified two promising approaches to bringing delivery information to the basket experience
Variant A: Item-Level Display
Each product shows its own delivery timing, maintaining a direct connection between the item and when it will arrive
Variant B: Grouped by Delivery
Items are organized by delivery date, creating clear expectations about which products will arrive together
Each approach offered unique benefits and potential drawbacks
Rather than making assumptions about which would better serve our customers, we turned to research for answers
The Research Question
Which approach would better help customers understand delivery timing while reviewing their basket?
Both designs had merit on paper, but we needed to understand how real customers would interact with and comprehend each solution.
This led us to design a research study that would reveal not just preferences, but actual usability impacts.
Research Project
