Optimizing The Checkout Journey
Product Design
Project Overview
My Role: Senior Product Designer
Caraway Home is an online home goods retailer on a mission to craft well-designed, non-toxic cookware that thoughtfully raises the standards of what you cook with. For the minicart redesign I executed the user research, UI and UX, handoff to development, and optimizations post-launch.
Project Goals
How can we optimize the minicart to be more functional, adaptable, and increase conversion through the checkout funnel?
The strategy for this redesign was to create an optimized minicart that is easily accessible and all features are thoughtfully included to help a variety of customers at different points in their journey convert.
KPI Metrics: Checkout CTA Clicks, CVR, RPS, and Upsell Engagement.
User Research
Our team conducted user testing to uncover pain points in discoverability:
We watched user session recordings to watch how users interact with the existing minicart and expose where existing pain points lie.
Along with existing data: upsell clicks, cart view clicks from empty state, conversion rates, minicart views vs. number of those who proceed to checkout.
Phases
MVP:
The minicart redesign was rolled out in four phases. First step was A/B testing old design vs. new MVP design.
Phase 2:
Optimizations and refinements from the test and user research. Refined the breakdown section.
Phase 3:
Test during an event promotion with a sale breakdown in the bottom bar. Added the ability to change cart colors for the events.
Learnings
During Phase 3, users interacted with the breakdown section to see overall savings during the event but nothing net positive so we removed the feature.
Product carousel had a very slight 0.02% decrease in conversion so we tested a new layout on the carousel by showing 2 product cards vs. 1 in the viewport.
4 months later with AB testing and optimizations, the average AOV increased by 2.1%
I learned that finding ways to stand out in the age of e-commerce with fun design concepts like changing the color of the cart or confetti adds a special delight to the user experience.
