Boosting Conversion: Redefining the Shared Shopping Cart and Checkout Experience

OVERVIEW
To improve the Deciem shared cart and checkout flow to increase conversion and user satisfaction.

APPROACH
I was tasked with reconsidering the user experience of the Deciem shared shopping cart and checkout flow.

To kick off the project, I audited the Deciem checkout experience, as well as sites of direct competitors like Glossier and indirect competitors like the Gap to review best practice examples of cart and checkout use cases and design patterns. The audit resulted in seven key takeaways:

- Organize information according to its importance to hold users’ attention and eventually, direct them to the desired action.

- Reduce visual clutter by streamlining screens to the most pertinent information.

- Give CTAs more visual pop and consider size, color, and placement.

- Offer upsells and cross sells and create FOMO and urgency to increase sells.

- Display security badges to reinforce why an online shopper should trust you.

- Offer 1-click check out and/or enable autofill functionality.

- Provide multiple payment options.

I brought the audit findings to life through a refined checkout flow and detailed high fidelity wireframes for mobile, tablet, and desktop. Two variations of the cart were created, a Cart Drawer and an Enhanced Toast (An "Add to Cart" module leading to a Cart Page.) Unsure which solution would appeal to more shoppers, the two variations were A/B tested. The test yielded an interesting results: regional variation! The best performing version was applied to the appropriate region:

- Cart Drawer: CA, USA, NZ, East Asia, AU
- Enhanced Toast: International, EU and UK