Context
BULK’s checkout flow currently suffers from issues impacting user experience and potentially leading to errors.
While features like location search and the review basket are valuable, the lack of clear system status, the immediate order submission after payment details, and inconsistencies in design create friction.
Please note that the recommendation is based on personal UI/UX analysis and not a professional consultation commissioned by BULK.
Recommendation
To address these, I recommend implementing the following improvements:
1. Revamp the progress bar to enhance system Status visibility
2. Implement a dedicated “Order Review” view before payment submission.
3. Standardise UI elements to improve consistency and focus
While BULK’s checkout offers some positive features like the convenient location search and the review basket during the checkout, applying Nielsen’s 10 Usability Heuristics immediately highlights several key usability issues:
Lack of aesthetic and minimalist design
Current “shopping cart” view has excessive spacing in the Shopping Cart, making it harder for users to scan and process the information.
The presence of a search bar and breadcrumb might also distract users from the primary task of proceeding to checkout, adding unnecessary visual clutter.
Recommendation: Optimize the spacing in the Shopping Cart view and remove the search bar and breadcrumb, allowing users to concentrate on reviewing their basket and proceeding to checkout.
Lack of Visibility of System Status
The checkout progress bar is unclear and doesn’t explicitly indicate the user’s current step within the “Shipping” section. The labels are small and the highlighted step is not distinctly different
Recommendation: Enhance the visibility of the checkout progress bar by highlighting with a different color and a clear visual indicator. Adding labels helps inform users where they are in the process.
Violation of “Error prevention”
Current flow proceeds users directly from payment details to order submission without a chance to review their information. This created a high risk of errors and accidental orders.
Recommendation: Introduce an Order Review view before the final payment submission. This directly addresses the violation of “Error Prevention” by allowing users to carefully review their order summary. The “Pay €31.98” button at the end of this review stage clearly signifies users the payment.
Again, Lack of Aesthetic and Minimalist design
- The search bar on the “Thank You” can distract users from the primary goals of potentially creating an account.
- Weak typography hierarchy: visual distinction between the main heading, order details, subsequent section headings is not strong enough.
Recommendation: Implement a clear and consistent typographic hierarchy in the “Thank You” view.
- The main “Thank you” message (“Thank you, buyer!”) is now significantly larger and bolder.
- The subsequent headings, like “Create a Bulk account,” are also more visually distinct from the body text.
Additional: If Bulk wishes to encourage users sign up, removing the “45%off” banner at the bottom helps users focus on “create account” button
Hope you're going to show this to Bulk! Amazing job, Y!
Top #10 UXcel Mentor – Head of Design @ E-Centive
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