Easier way to add coupon
in shopping bag
Belk.com
Original Shopping Bag
Executives noticed the coupons were not being used as much as expected. The goal of this project was to make it easier for customers to add coupons to their shopping bag.
competitor research
I explored the experience of competitor websites to see how they helped customers find coupons. Coupon information was placed in various locations on the page. Some sites placed a link to coupons in the order summary section. Some had a coupon section placed below the list of items (same as our page). Some used a link to a pop-up window.
exploration
order summary variants
place in right column
order summary variants
inline and simply put link in text
anchor link
first thought was to not change the page much and only add an anchor link to the current coupon area near the bottom of the page
order summary variants
place coupon information in the order summary
final design
We chose to display coupon information in the order summary. This location has high visibility which makes it easily found in a natural user flow. I also determined this to be the simplest way to show customers the value of applied coupon savings. We show the value of currently applied coupons and a link to the coupon page so a customer can find and additional coupons.