Case Study

UK ‧ Global ‧ 2025-2026

Ocado Technology

Decluttering order summary page

The problem

The Order Summary page creates unnecessary friction at the final and most critical stage of checkout, increasing cognitive load and likely contributing to abandonment.

The Order Summary page is currently cluttered, overloaded with information, and difficult to navigate. Customers must process multiple sections (voucher/loyalty, payment, delivery details, T&Cs, etc.) within a single dense layout, which creates cognitive overload and friction.

Also, there is a strong hypothesis that this clutter contributes to a significant portion of users dropping out before clicking “Place Order.”

One of our retailers highlighted that key sections such as voucher/loyalty and payment are hard to access due to the amount of content displayed. Additionally, previous research identified clutter and content overload on the Order Summary page as recurring pain points.

Business Impact

The Order Summary page sits at the bottom of the conversion funnel. Any friction here has a direct impact on:

Conversion rate
Checkout completion rate
Revenue
Customer satisfaction
Time to purchase

If customers drop before clicking “Place Order”, we lose revenue after they have already shown strong purchase intent. Friction reduction in critical journeys Conversion & Checkout Performance

Stakeholders impacted:

Customers (frustration, confusion, longer checkout time)
Retailers (lost revenue)
Product & Growth teams (lower conversion performance)
Business (reduced checkout efficiency)

Current design

As part of the changes on the page, we wanted to make the voucher section more visible. For that I have check also the numbers of that:

Voucher Revenue Impact

If voucher usage drops by 5–10% and those customers fail to convert:

5% decline:

£21k per week
£1.09m annual revenue impact
£92.8k annual profit (8.5% margin)

10% decline:

£43k per week
£2.236m annual revenue impact
£190k annual profit

ORL analysis suggests that with if 5 - 10% voucher usage rate post dolphin, and assuming those customers don’t convert, then it would be expected a £21k pw (5%) - £43k pw (10%) decline in revenue.

Annualised:

5% - £1.09m revenue (£92.8k profit assuming a 8.5% contribution margin)
10% - £2.236m revenue (£190k profit assuming a 8.5% contribution margin)

UX Strategy

Reduce the time spent between entering the Order Summary page and clicking “Place Order.”

1. Reduce Cognitive Load

Reorganize information hierarchy
Prioritize critical actions
Remove redundancy
Compare what is displayed on Order Summary vs Order Confirmation (avoid repeating unnecessary content)

2. Progressive Disclosure

Introduce collapsible sections to reduce visual clutter.

However, if components contain required user actions (e.g., age checkbox, T&C acceptance, payment method selection, delivery address selection), collapsing them may hide critical tasks.

We must evaluate:

Should required actions ever be collapsed?
If collapsed, how do we signal incomplete required actions?
How do we prevent missed inputs?

3. Improve Action Visibility

Make primary CTA (“Place Order”) dominant and persistent
Improve visibility of payment selection
Consider improving tracking around adding payment method

4. Improve Tracking & Measurement

Update tracking for:

Payment method addition
Interaction with collapsed sections
Time spent on page
Scroll depth
Drop-off before “Place Order”

Reduce Cognitive Load on Order Summary

Goal:

Reduce time between entering the page and clicking “Place Order.”

Approach:

Improve visual hierarchy
Remove redundancy
Compare Order Summary vs Order Confirmation content
Introduce progressive disclosure where appropriate

Important constraint:

If collapsible sections contain required user actions (payment method, T&Cs, age check, delivery address), we must carefully evaluate whether collapsing them increases friction or risk of missed actions.

Improve Voucher Discoverability (Test-Based Approach)

Hypothesis:

Voucher redemption will increase if the voucher component is visible above the fold.

Proposed solution:

Move voucher component above the fold for selected platforms.
Run A/B test against current experience.
Optionally display voucher content block clearly on Order Summary.

Ocean comparison suggests that giving voucher redemption stronger prominence (dedicated step) may drive higher engagement.

Research (Testing)

Evidence so far:

Stakeholder feedback (Lotte)
Previous research identifying clutter and content overload as key concerns

Next steps for validation:

Usability testing on current OS page
Measure time-to-place-order
Identify friction points (heatmaps, session recordings)
A/B test simplified layout vs current layout
Test collapsible vs non-collapsible required sections

Metrics to evaluate:

Drop-off rate before “Place Order”
Time spent on Order Summary
Payment method completion rate
Error rates
Scroll behavior

Key Takeaways

The Order Summary page is a high-intent, high-impact conversion step.
Clutter and excessive content likely contribute to abandonment.
Reducing cognitive load is the primary UX objective.
Progressive disclosure can help — but must not hide required actions.
Improved tracking is necessary to measure real impact.
Success will be measured through reduced time-to-order and increased completion rate.

The Order Summary page is a high-risk, high-impact conversion point.

Two issues coexist:
1. Cognitive overload affecting checkout completion.
2. Low voucher discoverability affecting redemption and revenue.
The voucher issue alone represents a potential £1–2m annual revenue impact.
Progressive disclosure can help reduce clutter, but must not hide required actions.
A/B testing is essential before scaling changes.
Improved tracking is critical to properly measure impact.

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Final design

In this video you will be able to see the solution I created for recurring orders after moving removing it from the Order Summary page and moving it to Order confirmation page. As we have seen in data, users start creating recurring orders after the 5th shop, se we have stablished that the bottom sheet will open automatically just after that period of time.

Solution for recurring orders

We also want to test payments moving it's position to the top and keeping it opened for fisrt time users