Use Case:

The user browses the OLIVE YOUNG GLOBAL app, adds preferred items to their cart, and proceeds to checkout expecting a guest checkout option without registration.

Problem:

Before completing the purchase, the app requires the user to register an account. After completing the registration process, the user discovers that their cart is empty, although during the registration process it seemed to be fine. All previously selected items have been removed. The user is forced to search for the products again, which increases interaction cost, disrupts the task flow, and leads to frustration. This lack of cart persistence across registration stages, coupled with the absence of a guest checkout option, undermines the efficiency of the shopping process and risks discouraging users from completing their purchase.

Annotated screenshots:

Step 1. Chosen items in the cart

Step 4. Cart is empty

Step 2. Sign in form blocks the purchase

Step 3. After the registration the cart seems to be saved

Best Practice:

The Bershka app ensures a seamless registration process, even when users have items in their cart. After completing registration, users are automatically returned to their cart, where they can review items, confirm sizes, and verify their shipping address before purchase.

This approach guarantees that no data is lost during the process, providing users with confidence in the security of their selections. The flow is intuitive and well-structured, ensuring a stress-free shopping experience while maintaining focus on the user’s purchase journey.

Bershka. Step 1. Unauthorized user initiates the purchase by pressing “Process order” or “Buy with GPay”

Bershka. Step 2. Authorization form appears

Bershka. Step 3. After registration user is back to their basket. All data is saved including the shipping address and contact information, added during registration