Address Validation in Checkout
Lauren Vitale
Product Manager
Product Analyst
Product Strategist
Data Analysis
Jira
Looker
Wayfair
OBJECTIVE
To reduce customer orders placed to invalid addresses
OVERVIEW
Integrate with a third party service who validates the address entered by the customer. If the service detects an incorrect address, it will suggest an update to the customer.
CUSTOMER/BUSINESS PROBLEMS
Orders placed to invalid address cost the company in shipping surcharges and lost inventory
Poor customer experience resulting in decreased customer lifetime value
SUCCESS METRICS
Wrong Address %
Cancellation Rate
Address Related Lost GRS
Post Order NPS
DISCOVERY PROCESS
Reviewed current state of address validations on Wayfair (identified outdated data and partially implemented solutions)
Competitor analysis on address validation experiences
Reviewed customer service records from customers who ran into address related issues
Determined all user journeys where address validation should be used and prioritized each journey using data (% of customers, % of orders, complexity of implementation, etc.)
MVP SOLUTION
Solve for 2 of the 5 user journeys which accounted for the majority of issues.
Built out detailed flow charts for each user journey to determine all decision points and designs needed
Identified use cases for when TO validate and when NOT TO validate to ensure minimal distraction to the customer.
Clearly stated all out of scope journeys and use cases for clear communication with stakeholders
TECHNICAL PLAN & APPROACH
1. Approve vendor
2. UX solution design
3. Agree on data contract/schema
4. Build service to host vendor data
5. Build front end experience
6. Integrate service with user experience
7. Setup A/B Test
8. QA on-site experience
9. Launch and Monitor test
TEST RESULTS
10% decrease in incorrect address rates
$5M in annual cost savings
1% decrease in order cancellation rate.
