Quick-add to cart Redesign
Overview
Ease of use is a part of user experience that can make the difference between somebody that will be a return user or somebody that will never come back to your site. Okay, it sounds like life or death, but the truth is, it’s very important. In this case study, we will take a look at the old quick-add feature on the Lolë site and see how we were able to improve it.
Problem Statement
Currently, users are able to quick add a product on their cart. The idea is to be able to allow the least possible resistance to add to cart - and eventually checkout. The issue (or opportunity for improvement) is two-fold:
1. That the current flow does not suggest pairings on this product quick-add
2. Doesn’t give a summary of the user’s current cart (feedback loop)
1. That the current flow does not suggest pairings on this product quick-add
2. Doesn’t give a summary of the user’s current cart (feedback loop)
The Goal
The Goal is to empower the user by giving them the information and status of their current cart and also give the opportunity to make recommendations based on the selected item. This will allow higher conversions on additional items and improve our units per transaction (UPT) - which will effectively improve our transaction size.
Users & Audience
Lole’s target demographic places the female shopper with disposable income at a range of 30-45 years old. A good portion of our users are repeat customers. Almost 80% of customer transactions come from users that have previously bought on the site. The rest are customers that are new and want to try the product.
Currently, the ability for us to capture new users for a return purchase is about 30% of the 20% traffic that we do convert.
Currently, the ability for us to capture new users for a return purchase is about 30% of the 20% traffic that we do convert.
Roles & Responsibilites
Lead Product Designer
Product Strategy, User Research & Analysis, User Interaction, Visual Design, Prototyping & Testing, Information Architecture
My role was the lead designer for this project. I was tasked with revamping the end to end experience that our users had with the user experience (in this case, the quick-add flow). I worked closely with the Head of Ecomm to set business requirements and build use cases (including edge cases). I had also worked with two front-end developers to ensure that the menu was pixel perfect and one back-end developer to ensure that the back-end references were accurate to the architecture of the product categories.
Product Strategy, User Research & Analysis, User Interaction, Visual Design, Prototyping & Testing, Information Architecture
My role was the lead designer for this project. I was tasked with revamping the end to end experience that our users had with the user experience (in this case, the quick-add flow). I worked closely with the Head of Ecomm to set business requirements and build use cases (including edge cases). I had also worked with two front-end developers to ensure that the menu was pixel perfect and one back-end developer to ensure that the back-end references were accurate to the architecture of the product categories.
Scope & Constraints
The project touches on the specific user flow to add to cart - and eventually to purchase. This particular flow looks at the:
1. Product List Page (PLP) to the cart/checkout
2. Product Description Page (PDP) to the cart/checkout
1. Product List Page (PLP) to the cart/checkout
2. Product Description Page (PDP) to the cart/checkout
Process
This design process spanned two weeks with the intent to have an aligned schedule with the upcoming sprint.
1. Understand
2. Analyze
3. Design
4. Stakeholder Validation
5. Developer Handoff
6. Gather Data and Iterate
1. Understand
2. Analyze
3. Design
4. Stakeholder Validation
5. Developer Handoff
6. Gather Data and Iterate
Outcomes
Over the next few weeks from release, we monitored the flow of our users. We wanted to see specifically the trend in overall basket size and units per transaction. We saw an uptick of 0.32 additional items on transactions and resulted an additional 14% in the tested weeks. Although a small part of the user journey, this slight tweak allowed Lolë to appropriately suggest product batches and recommended pairings.
Key Takeaways
In e-commerce, product recommendations are very powerful. With the ability to make pairing recommendations for every product they add to cart, the opportunity to convert becomes greater. The effect is two-fold:
1. Better User Experience: The user has a better opportunity to learn more about our product and fall in-love with the brand.
2. Better Business Results: The site has positive numbers to our basket size and our units per transaction - and ultimately our conversion rates.
1. Better User Experience: The user has a better opportunity to learn more about our product and fall in-love with the brand.
2. Better Business Results: The site has positive numbers to our basket size and our units per transaction - and ultimately our conversion rates.