E-Commerce Checkout Revamp
A professional-grade Product Requirements Document (PRD) focusing on overhauling a checkout flow to reduce cart abandonment.
1. Metadata
Project Name
Checkout V2
Product Manager
Jane Doe
Target Release
Q3 2024
Engineering Lead
John Smith
2. Problem Statement & Objective
The Problem
Our current checkout flow requires users to create an account before completing a purchase. Analytics show a 68% drop-off rate at the registration step. Furthermore, mobile users struggle with the multi-page layout, leading to frequent timeouts and abandoned carts.
The Objective
Redesign the checkout experience to be a seamless, single-page application (SPA) that supports Guest Checkout and localized payment methods (e.g., KPay, WavePay).
3. Scope Definition
In-Scope (Phase 1)
- Guest Checkout implementation.
- Single-page accordion UI for Address, Shipping, and Payment.
- Integration with Stripe (Credit Cards) and 2C2P (Local Wallets).
- Auto-fill for shipping addresses via Google Maps API.
Out-of-Scope
- Saved Credit Cards for guest users (requires vaulting).
- Apple Pay / Google Pay integrations (deferred to Phase 2).
- Multi-currency support (MMK and USD only for Phase 1).
4. Visual User Flow (SPA)
5. Functional Requirements
| ID | User Story | Acceptance Criteria |
|---|---|---|
| REQ-01 | As a shopper, I want to checkout as a guest so that I don't have to remember another password. | - User can proceed by providing only an email address. - System checks if email exists; if yes, subtly prompts for login but does not block. |
| REQ-02 | As a mobile user, I want to see a numeric keypad when entering my phone number so that I can type faster. | - Input type must be `tel`. - Format validation for local formats must trigger on blur. |
| REQ-03 | As a shopper, I want to pay via KPay so that I can use my preferred local wallet. | - Selecting KPay generates a dynamic QR code on desktop. - On mobile, it triggers a deep link to the KPay app. |
6. Critical Edge Cases & Error Handling
Scenario: User stays on the payment page for 20 minutes, and the item sells out before they click "Pay".
Scenario: User clicks "Pay", but the Stripe API takes longer than 15 seconds to respond.
7. Analytics & Event Tracking (Mixpanel)
| Event Name | Trigger Condition | Required Properties |
|---|---|---|
| checkout_started | User lands on step 2 (Auth). | cart_value, item_count |
| payment_failed | API returns a 400/500 error during charge. | error_code, payment_method |
| order_completed | User successfully reaches the Success page. | order_id, revenue, currency |
8. Success Metrics (KPIs)
- -30%
Cart Abandonment Rate
Reduce the drop-off between the "Cart" page and "Order Success" page from 68% down to 38%.
- +15%
Mobile Conversion
Increase the percentage of successful checkouts initiated on mobile devices by 15%.