Indigo
Introducing 'Pay at Store' Option in Indigo Mobile App Checkout
Role
Solo UX/UI Designer
Duration
1 week
Platform
iOS Mobile Application
Context
'Store Pickup' option adds checkout steps, not convenience
The problem
'Store Pickup' option adds checkout steps, not convenience
Indigo’s current flow forces even logged-in users picking up in-store to complete a full online payment step. For example, a busy mom ordering a discounted book online and an in-store-only toy still must enter credit card and billing info, despite collecting items later at the store. This adds unnecessary complexity.
Business Impact (as per Baymard):
18%
Shoppers quit if checkout is "too long/complicated"
Customers value convenience and speed, so extra steps create unnecessary friction.
35%
Conversion boost can be achieved by "cutting checkout fields"
It is possible to reduce the default number of form elements shown to users during checkout.
Problem Statement
How might we optimize online payment steps to accelerate store‑pickup checkout for existing users?
Objective
Create a clear, organized layout to make it intuitive, minimize errors, reduce training time, and improve overall efficiency.
White paper Research
Simplifying 'Pickup' can boost 'Order Value'
BOPIS Popularity
Buy-Online-Pickup-In-Store is now mainstream. Nearly 81% of internet users globally have shopped online for store pickup, and 40% consider click-and-collect a critical part of their shopping experience. Salesforce research revealed that retailers with BOPIS saw ~27% digital revenue growth vs 13% for those without.
Conversion & Average Order Value
BOPIS often raises order values because customers combine purchases. Nearly half (47%) of pickup shoppers add extra items in store. This suggests Indigo can increase average order value (AOV) by allowing bundles (e.g. an online book deal plus an in-store toy) in a single checkout.
Cart Abandonment
Checkout friction is costly: about 70% of carts are abandoned on average. Specifically, 18% of users abandon due to lengthy checkout processes. Reducing steps can recapture these users. In fact, Baymard reports that improving checkout UX alone can lift conversions by ~35%.
Key Insights
01
Remove Unnecessary Fields
Minimizing form fields on mobile is proven to reduce abandonment. By skipping the credit-card/billing fields for store pickup orders, we cut a big chunk of friction. Users can confirm their order much faster.
02
Provide Choice with Clarity
The checkout flow should show both “Pay Now” and “Pay at Store” options when pickup is selected. This aligns with UX guidance to offer all fulfillment and payment choices upfront. Using clear radio buttons or a segmented control, the user can consciously choose.
03
Highlight Order Summary
Trust comes from transparency. As NN/g recommends, the order summary (items, subtotal, etc.) must be prominent so users see exactly what they’re ordering.
04
Integrate with Pickup Flow
Since the user is picking at the store anyway, leveraging that step can reduce friction in online checkout.
Competitor Analysis
“I need to process things faster, but the system fights me at every step.”
Proposed Design
Fast‑track pickup checkout with “Pay at Store” option
After brainstorming, we shortlisted the key features and essential information to display. Then information grouping was done to organize the content into a structured hierarchy.
Success Metrics
01
Pickup Conversion Rate
The percentage of initiated pickup orders that complete checkout. A successful “Pay at Store” feature should measurably increase this rate
02
Cart Abandonment (Pickup Orders)
Monitor how many users drop off on the payment screen. A reduction here (versus baseline) indicates smoother flow.
03
Average Order Value
Compare AOV for pickup orders before vs after launch.
04
Feature Adoption
Track the percentage of pickup transactions where customers choose “Pay at Store” vs paying online. High adoption would signal clear user understanding.
05
Order Failures
There will be cases where users do not show up for pickup, resulting in order cancellations.
06
User Satisfaction
Collect qualitative feedback (surveys or support queries) on the new flow’s clarity and convenience.
07
Overall Revenue Lift
Ultimately, measure any net increase in total revenue from pickup orders (reflecting both more orders and higher order sizes).