Address Validation

The Project

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Lower Funnel and Post-Order teams wanted to bring address validation functionality to the checkout experience to help reduce costs. Inaccurate addresses drove at least $40 million in costs and added friction to the end-to-end customer experience.

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Scope

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Create easy-to-understand content for address validation in checkout. Collaborate with product management, design, and research to cover all use cases.

 

My Role

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Lead Content Designer

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Guiding Facts & Principles

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After meeting with product management, design, and engineering, we identified three different use cases for address validations:

• Wrong address, but the back-end system found the right one.

• Wrong address and the back-end system could not fight the right one.

• Correct address but missing a unit number.

 

Based on brainstorming sessions with design and competitive analysis, we aimed for the experience to have a voice/tone that would grab the customer's attention while being helpful and concise.

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How I Contributed

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1. Conducted a competitive analysis to determine which competitors had an address validation experience during checkout and how they communicated it.

2. Created content for three address validation use cases a customer could interact with during checkout.

 

Results

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• 10.24% decrease in wrong address rate

• 0.61% decrease in order cancellations

• $5 million in annual savings