Overhaul Multi League Purchases & Profile Selection
Allow customer to check all leagues that they wish to purchase from main league directory before adding to cart (instead of adding each league separately, which can be exhausting if selecting several leagues).
Or just don’t redirect to cart after “add to cart” order, so customers can’t keep easily adding.
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I've been mulling this over and am planning on an overhaul to the purchase flow for next season. Instead of taking the user directly to the cart when they click "Add to cart", I'm going to prompt them to fill out the required fields (including assigning a curler profile). Once done there will be an intermediary screen asking if they want to add more items or continue to the cart. When assigning a curler profile for the 2nd, 3rd, 4th, etc. items the system will assume they are using the same one as earlier, but with an option to change it (to another existing one or by creating a new one).
I think this will achieve (A) a more straightforward multiple item purchases and (B) more streamlined curler assignment. It will overall feel more "wizard" like (if you know what I mean). A step by step, here's what's next approach.
Our data shows that most curlers only purchase one item in a checkout. But this is at least partially due to some of them not being aware that they can add more than one thing to the cart, thus creating multiple checkouts. Explicitly asking them as outline above should improve this.
This should also reduce curler profile duplicates. At least those on the same account that were created out of confusion.
Easy enough to implement, but I think it'll need a bit more nuance. Some sort of interstitial screen asking them if they're done and want to go to the checkout or continue adding items. Otherwise after the click the "Add to cart" or "Register" button it might seem like nothing is happening (so they do it again, etc.).
The reasoning behind the current behaviour is that we didn't know whether or not to expect the majority of curlers would purchase just one thing or multiple things. We err'd on the side of most curlers purchasing just one thing, and so there's no additional friction, they go straight to the cart. I should be able to look at the data though and find out how right or wrong we were on that assumption by looking at what our average curlers actually do.
Dave Rapin: maybe the best of both worlds is to allow multiple items to be checked, but still when you click "add to cart" or "register" it continues to redirect to cart (so user knows something has happened).
Bobby Ray: Checkboxes aren't really going to work for all of our clubs. Some have a lot of leagues (and I mean A LOT). So the user needs to be able to easily parse / search for the league(s) they are interested in. Overall it's just going to be a more cluttered screen with checkboxes.
I think a good goal would be to emulate Amazon's flow as must as possible. They've spent millions on UXP and it's a familiar process for many of our users (more familiar than any other online ordering process I'd argue). It's actually a pretty good fit IMO, except for the whole multiple curler profiles things (sort of like shipping addresses I guess?).
Great point there should be a simpler and less exhausting way to select multiple leagues without jumping back and forth!