An Overview: Amazon, Warby Parker and Patagonia
After looking at each of the check out flows for Amazon, Warby Parker, and Patagonia it became apparent how each of these optimized for different things. Amazon was simple and fast, allowing for purchases in one click if you are already logged in, making for an incredibly fast purchase.
Warby Parker’s flow down to UI felt incredibly sleek and design-oriented, making it feel like an elevated and trustworthy shopping experience perhaps optimizing for order-value (encouraging customers to purchase a no no-nonsense affordable luxury pair of glasses)
Patagonia definitely felt values driven. These came through with the website encouraging second-hand purchasing of their products, as well as a pop-up telling users how they can protect their privacy on the platform as well. This positioned their brand as ethical and environmentally conscious.
What Stood Out To Me
I think value-driven businesses are super interesting and was overall impressed with Patagonias check out flow. I think that having your values aligned with products you are interested is becoming increasingly important amongst young people. I know that for many of my peers they have taken an interest in the values and stories their brands portray , whether that be activism and social good, or even just a sub-culture, fashion history, or other virtue. I also think portraying values in something like a check out flow is difficult since the cues are often subtle, but it really came through with Patagonia which was super interesting to see.
