Simplifying Shipping at Checkout
Simplifying the shipping address experience to help store associates manage customer details and seamlessly place orders for delivery during checkout.
The redesigned experience simplifies how associates select, enter, and manage shipping information during checkout. By bringing saved customer details into the workflow, improving address selection, and introducing a more intuitive form, the solution reduces unnecessary steps and errors while supporting the needs of different retailers.
ROLE
Lead Product Design
PLATFORM
iOS
CLIENTS
Chanel
Coach
Michael Kors
Purolator
Revolve
SSENSE
TEAM
6 Developers
1 Product Manager
1 QA Engineer
THE CHALLENGE
An Outdated Shipping Address Experience
Tulip's POS allows store associates to place orders for delivery when products aren't available in-store, an essential part of the endless aisle shopping experience.
However, the existing shipping address flow had usability limitations. Associates lacked a convenient way to reuse contact information already saved in a customer's profile, creating unnecessary manual entry during checkout.
The experience also needed improvements to address selection, form presentation, and phone number entry. These challenges became particularly relevant when managing customers with multiple saved addresses or contact details.
The goal was to make collecting shipping information faster and more intuitive without disrupting existing checkout functionality or the different configurations retailers rely on.
The redesigned returns flow incorporates exchanges, streamlining both processes for store associates. The flow handles the complexities of outstanding balances, partial refunds, even exchanges, and split-payment refunds. Linked order histories make it easy to track exchanges across multiple transactions, even when items from the same purchase are exchanged at different times.
SOLUTION
Making Address Selection More Intuitive
I introduced a dedicated address selection modal, allowing associates to review and choose a customer's saved shipping addresses directly from the payment screen.
Shipping addresses are displayed alongside their associated contact details, helping associates make more informed selections.
The address editing experience was also redesigned as a full-screen modal, giving associates a clearer, more focused interface for entering or updating shipping information.
SOLUTION
Reducing Manual Entry with Existing Customer Data
Customers may already have phone numbers and email addresses saved in their profiles, but associates needed a more convenient way to reuse this information during checkout.
The redesigned experience allows associates to populate shipping contact fields using existing customer information, including selecting between multiple saved phone numbers or email addresses.
Together, these improvements reduce repetitive data entry and make it easier for associates to capture complete shipping details.
SOLUTION
Supporting Different Retailer Workflows
Not every retailer requires the same information during checkout. For example, billing addresses may be unnecessary for in-person payments but remain important for certain remote payment workflows.
The proposed solution introduces configurable billing address visibility, allowing retailers to simplify checkout while preserving the functionality needed for their operations.
Shipping contact details remain accessible in order details and available to downstream systems, helping maintain consistency beyond checkout.
Future
Measuring Checkout Efficiency
A future opportunity is to measure how the redesigned experience affects checkout completion time, manual entry, and address-related errors. These insights could help identify additional opportunities to reduce friction.
Strengthening Address Validation
Further testing across guest checkout, customers with multiple saved addresses, and different retailer configurations could help ensure a consistent experience. Particular attention should be given to address validation, cancelled changes, and downstream order accuracy.
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