Address Validation
The Project
Lower Funnel and Post-Order teams wanted to bring address validation functionality to the checkout experience to help reduce costs. Inaccurate addresses drove at least $40 million in costs and added friction to the end-to-end customer experience.
Scope
Create easy-to-understand content for address validation in checkout. Collaborate with product management, design, and research to cover all use cases.
My Role
Lead Content Designer
Guiding Facts & Principles
After meeting with product management, design, and engineering, we identified three different use cases for address validations:
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Wrong address, but the back-end system found the right one.
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Wrong address and the back-end system could not fight the right one.
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Correct address but missing a unit number.
Based on brainstorming sessions with design and competitive analysis, we aimed for the experience to have a voice/tone that would grab the customer's attention while being helpful and concise.
How I Contributed
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Conducted a competitive analysis to determine which competitors had an address validation experience during checkout and how they communicated it.
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Created content for three address validation use cases a customer could interact with during checkout.
Results
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10.24% decrease in wrong address rate
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0.61% decrease in order cancellations
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$5 million in annual savings