Address Validation in Checkout

Lauren Vitale

Product Manager

Product Analyst

Product Strategist

Data Analysis

Jira

Looker

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Reviewed current state of address validations on Wayfair (identified outdated data and partially implemented solutions)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.

EXPERIENCE WAS LAUNCHED TO ALL USERS IN NOV 2023

Like this project

Posted May 9, 2024

Designed and launched address validation flow in checkout on Wayfair.com, Joss & Main, All Modern, Birch Lane and Perigold

Likes

Views

Clients

Wayfair