GoPro’s growth was remarkable, evolving from a “little website that sold some cameras" to having an 89% market share of the action camera market very, very quickly. Their cart and checkout were built on a WordPress CMS and became outdated and cumbersome. Their infrastructure and design did not reflect the volume and demand GoPro was trying to meet, and their surge required them to evaluate the health and scalability of their fragmented business software, which held the company back from capitalizing on their rapid growth.
GoPro selected NetSuite to manage its ERP, globally distributed supplier network, inventory logistics, accounting, and eCommerce. With a completely redesigned back office, my design goals were to best utilize the cart and checkout frontend layers to represent GoPro’s brand, products’ various data points and relationships in the ERP backend, and improve cart abandonment. There was also a lot of room for improvement to up/cross-sell products and create a much more simple, intuitive checkout process to improve cart abandonment.
With an established visual brand and identity, I was able to quickly create high-fidelity design concepts for the cart and checkout that seamlessly extended the visual look of GoPro’s ecommerce store. With numerous datapoints in the ERP backend relating items together, I designed the add-to-cart confirmation to promote items related to the product the user was purchasing such as warranties, SD cards, etc. The user could easily add these additional items without interrupting or redirecting them away from the checkout process.
I used feedback from GoPro’s customer support hub to create a rainbow spreadsheet, hoping to find common patterns related to checkout pain points and improve cart abandonment. Three trends emerged from the feedback – customers were unclear why their carts had items they did not explicitly add, it was unclear which data points they were required to complete during the checkout process, and they were most-commonly abandoning the checkout process at the second-to-last step.
For products that consisted of 2+ items that were added to the cart as separate line items, I redesigned the cart to clearly indicate when these items were free add-ons.
I designed the checkout experience to clearly indicate which fields were required throughout and designed inline validation that dynamically communicated to the user when a field was filled out successfully, or not.
I had a theory why customers commonly abandoned checkout on the second-to-last step but decided to do some internal testing. My assumption was validated as the majority of testers reported that they stopped at step 3 of 4 of the checkout process, because the call-to-action was labeled “Complete Order” - there was no indication that there was a final step to verify their purchase before submitting the order. Redesigning the checkout procedure to indicate all steps involved and renaming the call-to-action on step 3 elegantly addressed the issue. An order summary also persisted throughout the checkout process to reassure the customer.
GoPro went live on NetSuite in just six weeks. Since adopting NetSuite, they have been enjoying record-breaking growth, with over 300 percent annual revenue growth and the introduction of its products at major sporting goods, lifestyle and electronics retailers.