Getting a valid address is harder than it seems. A new autocomplete feature, replacing manual address input, reducing dropouts by nearly 20% during address entry.
Grover was losing a lot of customers during it's checkout flow when it came time to ask for the user's address.
Improve the address collection experience to lose less users during this crucial step while maintaining the security features.
A roughly 20% decrease in drop-out rate during the address part of the checkout flow. A significant decrease in invalid addresses needing to be manually corrected.
1 product manager
1 designer
5 engineers
The unique thing about working on flows that haven't been touched for years, is that nobody is around that fully remembers how everything works. So we did a benchmark our own system.
There are entire companies dedicated to getting the address input flow correctly. As such, we spent some time exploring what competitors were doing, particularly services like Google Maps and Loqate.
Based on our benchmarks, it was clear that a single input was the clearest solution.
Based on the intended architecture, we conducted multiple tests with users to see how intuitive the new flow was. In the end, the simpler the experience, the better the outcome.
Whereas the previous experience had users input most of their address manually, we now have a quick and easy way for them to search for it.
Just like a search engine, but for the user's address. We use Loqate's autocomplete flow, which also allows us to validate addresses for our risk assessment later. All with one input.
