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Cross-device Observation (09) | Mobile-Specific observation (01)

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Cross-device Observation (all devices)(09)

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1. No Guest Checkout

Area:- Checkout button

Observation:- There is no option to checkout as a guest.

Screenshot:-

Why it may affect users:-

Forcing users to create an account interrupts the shopping flow and adds unnecessary work, which can discourage purchases.

My Recommendation:-

Allow users to complete the purchase as a guest and prompt them to create an account after the purchase is made.

Expected Results:- A faster, easier checkout experience with less friction, leading to more completed purchases.

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2. Complexity While login

Area:- Login form

Observation:- The password field includes instructions that are only relevant to creating a password, not for logging in.

Screenshot:-

Why it may affect users:-

Users might think they need to create a new password instead of logging in.
Unnecessary instructions slow down the login process.

My Recommendation:-

Remove the irrelevant instructions under the password field.
Use clear, concise copy such as “Enter the email and password you registered with.”

Expected Results:- Less confusion and faster login, reducing the risk of users abandoning their purchase.

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3. Placement can affect

Area:- Login form below the password.

Observation:- The “Show my password” option is placed below the field as a checkbox, instead of being inside the password field with an eye icon.

Screenshot:-

Why it may affect users:-

Users expect to see a small eye icon inside the password field on the right. Placing it below breaks this mental model.
The checkbox looks similar to T&C/consent options, which can mislead users in a thinking that they need to agree to something before logging in.
On mobile, this option can falls below the fold when the keyboard is open, making it hard to find. Users may assume there is no way to see their password.
These small frustrations can increase login failures, force unnecessary password resets, and even cause users to abandon the login or purchase process.

My Recommendation:-

Replace the checkbox with an eye icon inside the password field aligned to the right.
Add a tooltip or label (“Show/Hide password”) for accessibility.

Expected Results:-

Faster and smoother login experience.
Reduced user errors (e.g., failed login attempts, unnecessary password resets).
Lower frustration, leading to higher login completion. </aside>

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4. Merge The Inputs

Area:- Address input field

Observation:- First and last name fields can be combined, and the pin code entry could be more convenient.

Screenshot:-

Why it may affect users:-

Many users enter their full name in the first name field and then have to adjust it.
Two fields mean extra clicks and a cluttered appearance.

My Recommendation:-

Combine first and last name fields into a single “Full Name” field.
Add a helpful link near the “Pincode” field like “Find your area’s pincode.”

Expected Results:- A shorter, more convenient form that users can complete quickly and so the purchase.

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