ASHLEY FURNITURE HOMESTORE

Enhancing the checkout experience with Estimated Delivery Time & Slot Selection

Timeline - 5 weeks My role - UI Designer Tools - Figma, Adobe XD

OVERVIEW

In this UX project for Ashley HomeStore, I focused on improving the checkout experience by introducing two key features:

  1. Estimated Delivery Date display at checkout

  2. Flexible Delivery Slot Selection option for customers

These features aim to give users clarity, control, and convenience when completing their purchase, reducing post-purchase anxiety and decreasing calls to customer support.

PROBLEM STATEMENT

Users often feel uncertain after placing an order due to the lack of clear delivery timelines. Many resort to calling customer service to confirm delivery dates, which leads to frustration and increased support workload.

HOW MIGHT WE?

How might we provide delivery transparency during checkout and help users feel confident about their order delivery without needing to contact support?

ULTIMATE IMPACT

This feature reduces uncertainty offering clear delivery expectations upfront. It enhances the overall user experience, leading to higher conversion rates, fewer customer inquiries and improved operational efficiency due to increased transparency.

CURRENT CHECKOUT PAGE

USER RESEARCH

Diving deep into user research & crafting every detail to align with what the users truly want

UX HYPOTHESIS

Adding an estimated delivery date and time slot selection in the checkout process will improve user satisfaction, reduce anxiety post-purchase, and decrease the volume of delivery-related support calls.

METHOD

Surveys & interviews with users who frequently shop online for furniture and home accessories.

FINDINGS

  • 97% of users wanted to know the delivery date before completing checkout

  • 88% preferred choosing a delivery time slot that fits their schedule

  • users mentioned they had to contact support due to vague delivery timelines

TASK FLOW

CONCEPT SKETCH

MID FIDELITY WIREFRAME

USABILITY TESTING

Participants: 15 Ashley online customers (mix of new and returning users)

Method: Remote usability test with Figma interactive prototype

Tasks Tested: Identify estimated delivery date during checkout & Select a preferred delivery slot

Tools Used: Zoom + Figma prototype + observation sheets

Results

  • 15/15 successfully completed both tasks without confusion

  • 14/15 found the delivery slot selection helpful and easy to use

  • 8/15 expected more options in slots to be selected (added in iteration)

  • Feedback showed reduced uncertainty and more confidence in order completion

ITERATIONS

Customers expected more flexibility in selecting the delivery time slots.

FINAL DESIGN

CONCLUSION & KEY FINDINGS

  • Transparency during the checkout process builds user trust and reduces hesitation

  • Users feel more in control when they can select their preferred delivery slot

  • Adding these features had minimal impact on flow complexity but significantly improved user satisfaction

  • Next steps could include dynamic slot pricing, express delivery options, and integrating live stock data for real-time estimates