The checkout process has always been one of the most complex workflows in AliExpress. Over the last three years, collaborations with Google Payment Team, PayPal, and Yandex Wallet have made the process even more cumbersome. Additionally, the emergence of localized services, such as local pickup points and flash delivery, has further complicated the user experience. Given these developments, now is the ideal time to implement design changes that will streamline the process and improve user experience.
UX Team
Yang Shuang - UX Designer
The checkout process on AliExpress is complex, involving hundreds of pages for address selection and payment options. Historically, engineers and product developers have avoided making changes unless critical issues arise. Therefore, a comprehensive and bold redesign is needed to align the user experience more closely with business needs.
I began by conducting a page audit to assess the current state of the checkout process. This audit provided valuable insights for both product development and engineering teams.
Using various dimensions, I conducted a UX page audit to evaluate the current checkout process.
Conducting a competitor analysis allowed us to learn from other apps and websites. Below are examples of applications that were part of my analysis.
DATA
8% of users scroll to the bottom of the page to view the order summary and AliExpress Coupon.
3% leave a note on the checkout page, often related to price modifications or customization requests for items like wedding dresses.
DATA
6% of users have more than three items in their cart when they reach the checkout page.
8% make changes on the checkout page, such as adjusting logistics, item quantity, or applying different coupons.
The redesigned checkout pages allow users to see critical information at a glance by rethinking the entire layout and how information is presented.
The SKU page shares a significant amount of information with the checkout page. By maintaining consistent layouts for shared information, we ensure a smoother transition between the two pages.
We offer an interactive card-filling feature, providing a cohesive design solution for all types of credit cards.
All coupon options, previously scattered across different sections of the checkout page, are now consolidated in one place for easier access.
To ensure consistency across all pages, we introduced new design components specifically for the checkout flow.
Order to Payment (O-P) rate increased by over 10%, reaching 75% or higher.
Payment success rate improved by more than 5%, achieving a rate of 70% or higher.
Gross Merchandise Value (GMV) increased to over 600,000 units per day, compared to 500,000 units per day previously.
