Although checkout oftentimes feels like the final step of the customer journey, companies make clear design choices that tie directly to core business goals.
Amazon is obsessed with speed. Everything its business is optimized to get the product to your doorstep the fastest, even the checkout process. With one-click ordering, stored addresses, and auto-applied payment methods Amazon tries to get customers to complete the process as fast as possible.
Warby Parker focuses on customization and confidence. During checkout I was offered all kinds of different options for glasses, frames, upgrades, etc. At the end, they even gave a deal on a cleaning kit. The process took much longer, but by the end I was confident I was getting the right kind of product. And for glasses, customers need to be confident and satisfied.
Patagonia clearly leans into its values. When I selected the item I wanted, a box immediately popped up offering me a better deal on a similar but used item. The brand doesn’t shy away from reminding users about the sustainability of their choices and the company’s own footprint. Right below the checkout page was a list of values such as “we take responsibility for our impact”, “we support grassroots activism”, and most importantly “we give our profits to the planet.”
