First, I investigated Amazon’s checkout flow. After navigating to the checkout through the cart, I was met with the “need anything else?” screen. Today’s version of this happened to be all groceries, yet I feel as though different products are advertised to me every time I am in this stage of the purchase process. After skipping that screen, I have reached the final page that offers two buttons to place the order. As my information is already saved into the site, this takes no time at all.
Warby Parker’s checkout flow was much different and definitely took longer. Although, it felt intentional. The step by step nature of the process sets the user up to feel totally confident about their purchase and really puts them in the driver’s seat.
Lastly, Patagonia’s checkout flow really captures the brand they are trying to build above all else. When checking out, the user is made aware of exactly what items are in stock, backorder, or waitlisted. This gives the company a transparent and honest image that allows customers to make truly informed decisions based on factors that might be important to them. They also allow users to shop new or used within this process, highlighting their sustainability initiative.
In summary, I think these companies have tailored their checkout flows to fit what users want from them. Amazon provides the efficiency and speed one would expect, Warby Parker provides the specificity and detail someone would want in eyewear, and Patagonia caters to the values shared by their customers.
