Cheeky Monkeys presented a number of issues with their website and checkout process. Although they had a large customer base and repeat business, there was a clear path for improvement with the following:
After doing some user interviews and usability tests with customers, current and new users, it was clear the checkout process on Cheeky Monkeys website was a huge pain point. Results showed it was confusing, there was a lack of feedback upon completion, the overall experience was not desirable and the obvious was a high number of drop offs.
Also a big pain point for users was the very confusing navigation. There was no consistency on menu items, changing on every page as well as customers getting lost.
Cheeky Monkeys offered a variety of services, from equipment hire and food packages to transfers and holiday property rentals. After doing an analysis of each side of the business, I felt it was important to focus more so on the primary business which was equipment hire and food packages mostly. Due to property rentals and transfer laws abroad being quite versatile, it would mean an increased business responsibility for CM for little profit and a confusing navigation for their users.
