is a popular e-commerce website that offers a wide range of home improvement products and services. The cart and checkout process is a critical part of the user experience, as it directly impacts the conversion rate and customer satisfaction. This case study outlines the steps and research methods used to enhance and redesign the UX of the cart step on
Step 1: Research and Analysis
Conducted a heuristic evaluation of the current cart process to identify usability issues and pain points.
Analyzed user feedback and complaints related to the cart and checkout process through customer support tickets, reviews, and social media channels.
Reviewed industry best practices and benchmarks to understand the current standards and trends in e-commerce cart design.
Cart Old Version
Step 2: User Interviews and Surveys
Conducted user interviews with a diverse group of customers to understand their shopping behaviours, preferences, and pain points related to the cart process.
Distributed surveys to a larger sample of customers to gather quantitative data on their satisfaction with the current cart experience.
Step 3: Competitive Analysis
Analyzed the cart processes of competitors in the home improvement industry and other leading e-commerce websites to identify innovative features and best practices that could be applied to​​​​​​​
Step 4: Persona Development
Developed user personas based on the insights gathered from the research and analysis, to create a clear understanding of the different customer segments and their specific needs and goals when using the cart and checkout process.
Step 5: Ideation and Prototyping
Collaborated with the design and development teams to brainstorm and ideate potential solutions to address the identified pain points and improve the overall cart and checkout experience.
Created wireframes and prototypes of the redesigned cart step based on the insights gathered from the research and analysis, incorporating the best practices and innovative features identified in the competitive analysis.
Step 6: Usability Testing
Conducted usability testing with a group of customers to gather feedback on the redesigned cart step and identify any usability issues or areas for improvement.
Iteratively refined the design based on the feedback and insights gathered from the usability testing.
Enhanced contrast in the sections to ensure clear visibility and differentiation. This enables users to easily identify which products correspond to specific sections like SHIP TO YOU, SHIP TO STORE, PICK UP TODAY, and more.​​​​​​​
Increased the size of the Radio Buttons and revamped their style for improved visibility and accessibility. Emphasized the different ways of receiving the product by highlighting them in BOLD for easier identification.
Replaced the Quantity Box with an Actual Textfield to accommodate orders of higher quantities. Eliminated the arrows, as they were not user-friendly or easily controllable when selecting or tabbing through the field in terms of size and format.​​​​​​​
Redesigned the Order Summary box and relocated it to the top of the page. Implemented an anchor with scroll functionality to ensure that it remains visible at all times while navigating through the page.​​​​​​​
Step 7: Implementation and A/B Testing
Collaborated with the development team to implement the redesigned cart step on
Conducted A/B testing to compare the performance of the original cart and checkout process with the redesigned version and gathered quantitative data on the impact of the redesign on conversion rate and customer satisfaction.
The redesign of the cart step on was a collaborative effort that involved thorough research and analysis, user interviews, competitive analysis, persona development, ideation and prototyping, usability testing, and implementation with A/B testing. The insights gathered from the research and testing process were instrumental in creating a more user-friendly and efficient cart experience for customers.
Final Redesign and UX Enhancement for Cart on
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