Improving the checkout experience on the Sports Direct App

 This case study was written by Elaine Cahill [mentored by Julie Pechony Jones]

Overview

This case study was developed over a 4 month mentorship programme with UX Tree, during which we were asked to identify and research a UX problem within an existing website or app, and ultimately design a solution to the problem. I focused on the Sports Direct App (iOS version only).

My Role: UX Researcher, UX/UI Designer

Project length: 4 months

Background

The checkout process on the Sports Direct App is both complex and laborious. Initial assumptions and preliminary research suggest its accordion-style design is causing confusion for users as they navigate through the process. Further areas of frustration include the inability to edit items in the checkout basket, difficulty inputting and editing the delivery address, along with security concerns on payment.

Every extra action performed during checkout reduces the likelihood of the customer completing a purchase. There is an opportunity to make the process quicker, more streamlined and focused on the primary goal: to facilitate a hassle-free purchase. Simplfying the process will lower checkout abandonment rates, increase conversion rates and ultimately boost sales revenue for Sports Direct.

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