Time slot selection
One aspect I improved upon was the time slot selection step in the order funnel. Initially, visitors were forced to choose a service class before they were shown time slots, without knowing exactly what times were available. Though you could always go back and change your class, this involved a lot of extra clicking around, and many users would drop off if they didn’t see suitable times. Through A/B testing I was able to prove that customers are more likely to place an order when they can easily toggle between the service classes, immediately seeing available times.
Post order education
Another aspect improved was order user education. At first, immediately after a user placed an order on web, they were shown a confirmation screen that was a wall of text, saying the order was confirmed, but no visual indication of what to expect next. From customer complaints we learned that this could be causing issues. Why? Many users didn’t understand the difference between folded laundry and dry cleaning services, and thus accidentally dry cleaning items for a higher price that could have been simply washed. To better educate users, I worked with operations, IT, and marketing to add helpful post order information across all channels.