Company: Tesco Mobile‍

Objective: Evaluate and enhance the checkout experience by identifying UX/UI pain points and developing a data-driven strategic plan to improve conversion rates and user satisfaction.

My Role: UX Researcher

Methods Used:

- UX Audit & Heuristic Evaluation – Assessed usability and UI inconsistencies.

- Surveys & User Feedback Analysis – Collected quantitative and qualitative insights.

- Customer Journey Mapping – Tracked interaction rates and drop-offs.

- Competitive Benchmarking – Analysed competitor checkout flows.

- Thematic Analysis & Clustering – Organised insights based on frequency and impact.

- Stakeholder Workshops & Ideation – Conducted HMW exercises and affinity mapping.

- Data-Driven Prioritisation – Used impact vs. effort framework to inform strategic planning

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Introduction

This project aimed to evaluate the checkout experience on Tesco Mobile’s online platform, identifying key UX and UI pain points that could hinder the purchasing journey. By analysing the current checkout flow, customer feedback, and industry best practices, the goal was to enhance the checkout process to improve conversion rates, reduce drop-offs, and, most importantly, boost customer satisfaction.

This project sought to diagnose UX/UI bottlenecks and create a strategic improvement plan aligned with user needs and business objectives.

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Mapping the Existing Checkout Flow

To assess the current checkout experience, the first step was mapping the existing checkout flow as it is today. This involved documenting each step a user takes from selecting a device to completing the purchase, identifying any unnecessary steps, friction points, and inconsistencies that may lead to frustration.

A flowchart was created to illustrate the user journey, pinpointing bottlenecks such as lengthy forms, unclear navigation, and redundant confirmation steps. This mapping exercise provided a foundation for understanding the overall structure and helped identify areas that required further investigation.

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Identifying UX & UI Pain Points

Through heuristic evaluation and usability analysis, several UX and UI pain points were identified. These were categorised into key areas:

1. Complex & Lengthy Checkout: Too many steps increase cognitive load and drop-offs.

2. Navigation Issues: Lack of progress indicators and redundant screens make checkout feel longer.

3. Form Usability Problems: Excessive input fields, unclear error messages, and inconsistent auto-fill hinder completion.

4. Payment Uncertainty: Lack of upfront payment info and security reassurance causes hesitation and confirmation steps could be more streamlined.

5. Technical Errors: Slow load times, payment failures, and unresponsive form fields.

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Research Synthesis & Customer Experience Analysis

To gain deeper insights, I conducted a comprehensive research analysis using multiple data sources:

Survey Analysis: I collected and analysed survey data from users, clustering responses into key themes based on frequency and impact.

Customer Journey Mapping: I mapped interaction rates and dropouts across each checkout stage, identifying critical friction points.

Theme Clustering: I categorised findings into themes and arranged them in descending order based on the number of mentions, highlighting the most pressing issues.

Stakeholder Involvement: I collaborated with cross-functional teams, including Product Owners, Developers, Analytics, Optimisation, and CX teams, ensuring a comprehensive understanding of both customer needs and business goals.

Stakeholder Workshop: I facilitated a workshop where stakeholders voted on which themes to prioritise, aligning user pain points with strategic business objectives.

This structured approach provided a data-driven foundation for identifying and prioritising pain points in the checkout experience, enabling informed decision-making for strategic improvements.

‍Prioritisation Process:

Insights were clustered and arranged in descending order based on mentions across research sources. A stakeholder workshop was conducted, involving Product Owners, Developers, Analytics, Optimisation, and CX teams to vote on the most critical pain points to address first. The final prioritised focus areas combined high-impact user frustrations with business goals to maximise improvements.

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Defining the Core Issues

Following an extensive research synthesis, key issues in the checkout experience were identified and prioritised based on data frequency, impact on user frustration, and stakeholder alignment.

1. Technical & Performance Issues

• Slow Page Load Times: High abandonment rates were observed at checkout due to delays in page responsiveness.

• Session Stability & Login Failures: Users reported issues with unexpected session timeouts and login difficulties, leading to frustration and drop-offs.

• Payment Processing Errors: Transaction failures caused uncertainty, requiring multiple attempts to complete a purchase.

2. Usability & Navigation Barriers

• Confusing Checkout Flow: Users struggled with unclear steps, redundant pages, and a lack of streamlined navigation.

• Form Complexity & Input Errors: Excessive manual data entry and poor auto-fill functionality led to mistakes and delays.

• Lack of Clear Progress Indicators: Users were unsure how many steps remained, contributing to hesitation and drop-offs.

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3. Mobile Experience Challenges

• Poor Mobile Optimisation: UI elements were not fully responsive, causing difficulty in selecting options and completing forms.

• Touch Target & Accessibility Issues: Small buttons, low contrast, and unintuitive layouts impacted the experience for mobile users.

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4. Transparency & Pricing Concerns

• Hidden Fees & Unexpected Costs: Users abandoned the checkout when unexpected charges appeared late in the process.

• Lack of Payment Options & Security Reassurance: Limited flexibility in payment methods and absence of security indicators reduced trust.

5. Decision Friction & Lack of Incentives

• Limited Checkout Incentives: Users showed interest in discounts or benefits (e.g., free shipping) but found no clear motivators to proceed.

• Unclear Confirmation & Post-Purchase Guidance: Weak reassurance on successful transactions left users uncertain about next steps, such as tracking orders.

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Strategic Planning: From Insights to Action

Based on research insights, a How Might We (HMW) framework was used to generate actionable solutions. This approach encouraged exploration, user-centricity, and practicality in addressing key checkout pain points. Key focus areas included:

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Simplifying the Checkout Experience:

• HMW reduce complexity to make checkout more user-friendly?
• HMW minimise information overload and keep users engaged?

Enhancing Navigation & Transparency:

• HMW provide clearer progress indicators to reduce uncertainty?
• HMW integrate better payment security messaging to boost trust?

Optimising Mobile & Usability:

• HMW improve mobile touch targets and accessibility for all users?
• HMW streamline interactions to prevent friction and errors?

Encouraging Purchase Confidence:

• HMW expand payment options to match customer preferences?
• HMW incorporate real-time feedback mechanisms to reassure users?

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Stakeholders from Product, Development, Analytics, and CX teams collaborated in structured workshops to refine these HMW statements into actionable strategies, aligning user needs with business goals.

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Competitive Audit

To benchmark Tesco Mobile’s checkout experience, I conducted a competitive audit by mapping the checkout journeys of key competitors. This analysis provided insights into industry best practices, strengths, and areas where Tesco Mobile could improve.

Following the analysis, I organised a stakeholder workshop involving Product Owners, Developers, Analytics, Optimisation, and CX teams.

During this session, I guided participants through each competitor's checkout process, allowing them to take notes on elements they liked or found problematic. This interactive approach encouraged discussion, knowledge-sharing, and real-time brainstorming on possible enhancements for Tesco Mobile’s checkout experience.

By capturing feedback from various perspectives, the workshop helped align business objectives with user experience improvements, ensuring a well-rounded strategic approach.

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Strategic Plan for Enhancing Checkout

A data-driven, user-centric approach was adopted to enhance Tesco Mobile’s checkout experience. Insights from usability research, customer journey mapping, and competitive analysis informed a structured roadmap for improvements. The plan was prioritised based on business impact, user needs, and feasibility.

Short-Term Enhancements:

• Reduce cognitive load by streamlining checkout steps.
• Improve error messaging and validation for seamless form completion.
• Enhance payment transparency with clear security reassurances.

Mid-Term Improvements:

• Optimise mobile responsiveness and accessibility.
• Expand payment options to support varied user preferences.
• Introduce progress indicators to improve user guidance.

Long-Term Innovations:

• Implement AI-driven checkout assistance for personalised experiences.
• Explore biometric authentication for faster, more secure transactions.
• Leverage behavioural analytics to refine and optimise checkout flows continuously.

The iterative implementation of these strategies ensures continuous enhancement, addressing evolving user needs and industry standards.

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Key Learnings & Research Impact

This research-led checkout audit strengthened my user experience research, data analysis, and stakeholder collaboration expertise. By leveraging multiple research methodologies, including survey analysis, journey mapping, and competitive benchmarking, I uncovered friction points and drove data-informed strategic recommendations.
Facilitating cross-functional stakeholder workshops reinforced my ability to translate user insights into actionable strategies that align with business objectives. A human-centred design approach also ensured solutions were tailored to user needs, improving conversion rates and overall satisfaction.
This experience further developed my proficiency in qualitative and quantitative research synthesis, strategic problem-solving, and user advocacy. It demonstrated my capability to lead impactful UX research initiatives, fostering alignment between business goals and user-centric solutions. The findings and recommendations from this audit provide a clear framework for continuous checkout optimisation, reinforcing the value of evidence-based decision-making in UX design.

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