Amend Order
Improving the checkout process leading to a £5.64 million increase in annual revenue.
My role
Own and lead the end-to-end design process
Research
Prototyping
User testing
Dev collaboration (Delivery)
Software application
Responsive web
Native App
Tools
Figma
Figjam
Miro
The project
Tesco Marketplace
Tesco launched a new initiative, Tesco Marketplace, expanding beyond groceries to offer household items in partnership with well-known retailers.
As part of this, one key workstream focused on improving the order amendment journey—the experience customers have when changing an order they’ve already placed.
Analysis showed that customers were frequently dropping off during the amend process, leading to missed sales opportunities. My role in this stream was to uncover the root causes of drop-off and design solutions for A/B testing.
The impact would be significant: even a modest 1% uplift in the checkout amendment conversion rate would translate into £5.64 million in additional annual revenue.
What's the problem?
Research highlighted key friction points in the amend journey. New items weren’t clearly surfaced in checkout, delivery slots felt confirmed too early, and “Checkout” messaging was misleading compared to the clearer “Save Changes.” On web, the amend bar was often missed, while the app banner with a strong CTA performed better. Users expected no payment for small changes but accepted charges for larger ones. Finally, the order summary lacked value, with app users asking for clearer confirmation.
Moderated user test
Customers often overlooked the amend banner, mistaking it for other notifications, which led to unsaved changes and incomplete checkouts. This contributed to a high drop-off rate, with around 4% abandoning checkout and 8% failing to confirm their amendments. Users also expressed a need for clearer guidance and instructions within the amend process.
The approach
Quick view if you're short on time
I iterated on the designs based on user testing feedback, making several key changes to improve clarity and reduce friction. The banner was repositioned to the bottom to avoid confusion with a cookie banner and styled with an icon for clearer purpose. Colour adjustments were made to better indicate unsaved changes, and the “Save changes” CTA was simplified and shortened. A banner was added on the basket page after tests showed users thought changes were saved automatically, while a new “Skip offers” option was introduced to support order completion. Guidance messaging was added across Basket and Checkout, and the copy on the Order Summary page was updated to “Review your order” to prevent it being mistaken for confirmation.
Detailed view
UX Flows
End to end wires
Ui components
