This article mainly talks to you about some design ideas and methods for placing orders in the front desk mall, aiming to precipitate and summarize some past experiences, and also hope to discuss with you and grow and progress together. This article explains the functional design of the marketplace order from two aspects: order confirmation and order payment.
Table of contents:
1. Order Confirmation
A user places an order for a product through the product detail page or shopping cart page. The first page of the order process is the order confirmation page, which is mainly used for users to confirm the product information and amount information of the order, and to supplement or set some information for the order.
Let's talk about the design of the order confirmation page from two aspects: information display and functional operation. The information display contains product information and amount information. Functional operations include adding addresses (including delivery addresses and dropshipping addresses), adding invoices, editing messages, and using preferential information (including coupons and points deduction).
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1.1 Product Information and Amount Information
The product information includes: image, title, specifications, price, quantity, and if it is a platform-based mall, the name of the merchant's store will also be displayed. The amount information generally includes the amount of the product, the amount of the shipping fee, the amount of the discount, the amount of the point deduction, the amount of the activity reduction, and the amount payable. The display of amount information should pay attention to uniform specifications, such as uniformly displaying two decimal places.
The display of the amount information should be right-aligned vertically. It is convenient for users to compare amounts visually and intuitively.
1.2 Address Information
The user needs to select a delivery address for the order, and in order to reduce the user's operation, the system recommends the address for the user according to the following rules.
- If the user has set a default shipping address, the system will automatically select the default shipping address.
- If the user does not set the default delivery address, the system will automatically select the delivery address of the previous order.
- If the user places an order for the first time in the system and does not set the default address, the system will not select it, and the user needs to select it manually.
- If the user has only one delivery address, the system directly reads the delivery address without the user having to select it.
The order page supports modifying the original address and adding a new address. The information displayed at the delivery address includes: the name of the consignee, the contact number and the address information. For privacy reasons, you can desenitize the phone number and hide the middle four digits.
For B2B malls, customers often have the need for order delivery, so they need to provide customers with dropshipping services.
The customer needs to add the dropshipping address on the order page, and the functional design of the dropshipping address is basically the same as the harvest address, and the rules are as follows:
- If the customer sets a default ship-from address, the system will automatically select the default ship-from address.
- If the customer does not set a default shipping address, the system will automatically select the shipping address for the previous order.
- If the customer places an order for the first time and does not set the default shipping address, the system will not select it, and the user needs to manually select it.
- If the user has only one address information, the address information can be read directly without the user selecting it.
The order page also supports modifying the shipping address and adding the shipping address. The information displayed at the dropshipping address includes: the sender's name, phone number, and address. For privacy reasons, you can desensitize the phone number and hide the middle four digits.
1.3 Invoices
Self-operated malls or some B2C malls usually provide users with invoice services, so the order page allows you to add invoicing information. Due to cost considerations, the system does not provide invoices by default, and users can choose to issue invoices according to their actual needs, and the invoices are usually couriered to users together with the order goods. The information of the invoice usually includes the name of the invoice header and, in the case of a business invoice, the tax number.
If the user does not add the invoice information, the order page needs to support the user to add the invoice. If the user has added invoice information, the invoice information cannot be edited or deleted on the order page, and only the invoice can be selected.
1.4 Comments
When a user places an order, there are usually some things about packaging or delivery that need to be reminded to the merchant, so the customer is provided with a message function on the order page. The text content system of the message can limit the length of the text content according to its own needs, and generally control it within 50 words.
1.5 Offers
01 Coupons
Platforms or merchants usually offer various types of coupons in order to stimulate users to place orders. According to the different entities issued, it can be divided into platform coupons and store coupons. According to the different scope of application, it can be divided into platform general coupons, store general coupons, platform category coupons, store category coupons or designated single product coupons. According to the different ways of discount, it can be divided into full discount coupons, discount coupons and cash coupons.
When there are multiple coupons, the system will recommend the coupon with the largest reduction amount for the user according to the algorithm to achieve the purpose of fully transferring the profit to the user.
The recommended strategies for each situation are as follows:
- There are multiple coupons with different amounts, and the coupon with the largest reduction amount is recommended.
- If the amount of the reduction is the same, the coupon with the earliest expiration date will be preferred.
- If the reduction amount and expiration time are the same, they will be recommended separately according to the different types of coupons, and the order of recommendation is: store single product coupons> store category coupons> platform category coupons> store general coupons> platform general coupons.
Only one product coupon can be used for the order, and if the user is not satisfied with the coupon recommended by the system, he or she can choose another coupon or not use the coupon. The coupons that users can select on the order page need to be filtered by basic rules, such as filtering them according to the product (only the coupons that show the products that are applicable to the order), the order amount (the coupons that meet the consumption threshold), and the usage status of the coupons (only the unused coupons). When using cash coupons, it is recommended that the system limit the amount of cash coupons to be greater than the order amount to prevent free orders.
02 Shipping coupons
A shipping coupon is a special type of coupon that can only be used to offset the shipping amount. When there are multiple shipping coupons with different amounts, the system will give priority to recommending the shipping coupon with the largest reduction amount. If there are multiple shipping coupons with the same amount, the system recommends the shipping coupon with the earliest expiration time. Same as the use of product coupons, users can also manually choose different shipping coupons or not use shipping coupons according to their own needs.
03 Points Deduction
Some marketplaces will have their own points system, which can be used to deduct the order amount when placing an order. Usually, each marketplace will have its own set of deduction rules, and at least the system needs to set the deduction amount, which is generally deducted according to the percentage of the order amount or a fixed deduction amount.
There are also certain rules for what types of orders can be deducted with points.
The order limit requirements for deduction are similar to those for coupons, and the marketplace can only use them if the order or order amount of a certain type of product meets a certain threshold according to its own needs. Points are issued and controlled by the mall, and the scope of use of points is generally not related to the store.
Some malls support cash on delivery, such as JD Mall and some 2B verticals. By default, online payment is recommended for users.
After the above information is confirmed, submit the order, and the system generates the order.
2. Order Payment
After submitting the order, proceed to the payment process. Orders can be divided into full payment, deposit payment or advance payment, and balance payment according to different payment types. The deposit and balance payment are applicable to orders for pre-sale products and crowdfunding products.
2.1 Payment Methods
At present, the domestic payment ecology is rich, which can be boiled down to bank payment, Internet third-party payment, and terminal manufacturer payment according to different payment subjects. Bank payment is generally UnionPay, which is connected to various banks. The most common Internet payments are WeChat Pay, Alipay Pay, Yipay, etc. Terminal manufacturer payment refers to the payment wallets pre-installed in mobile terminals by various mobile device manufacturers, such as Apple Pay, Huawei Pay, Xiaomi Pay, etc. According to its actual needs and resources, the mall can find various payment manufacturers for technical docking. Each payment provider generally charges a certain handling fee for each order.
2.2 Payment page design
When designing the order payment page, care should be taken to place the payment amount in the most prominent position, and the font of the payment amount should be enlarged enough to attract the user's attention. The payment methods supported by the mall system should be clearly listed. In general, you can only select one payment method, and you cannot modify the payment amount.
After the payment is completed, the user should be clearly shown the payment result (success or failure), order number, payment amount, payee and other information. In addition, on the payment result page, jump buttons such as order list and Home are usually added to guide users to stay in the mall. In order to improve the payment conversion rate of orders, you can also add scratch cards, big wheels and other lucky draws on the payment results page.
Some payment vendors will directly provide the H5 page of the payment result, and the page provided supports the mall to customize and modify; There are also some manufacturers that only provide payment interfaces, and need the mall to develop a payment result page.
Epilogue:
Starting from this article, we will start a series of sharing of the order system, and update the design thinking and experience sharing of the front and back office functions of the order system. Due to the shallowness of my talents, it is inevitable that there will be shortcomings, welcome everyone to share and exchange in the comment area, and wish you and I to grow together and make progress together!
This article was originally published by @PM_ Moxi on Everyone is a Product Manager. Reproduction without permission is prohibited
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The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.