Case Study
Revamping a Telecommunications Company’s Cart Experience
In 2021, our telecommunications partner Kinetic provided us with an exciting opportunity to revamp their online cart experience. We conducted an extensive research and user testing phase to develop a comprehensive cart experience that would enhance the overall user journey and produce impressive results upon launch.
Role
UX Designer
Duration
3 Months
Team Members
Matt Sanchez (Senior Designer), Matt Taylor (Associate Creative Director), Reyna M. (Senior UX Designer)
Responsibilities
UX/UI Design, UX Research, Prototyping
01.
Discovery & Research
During the discovery phase, our focus was on determining the business goals and KPIs that would make the cart design a success. We conducted interviews with stakeholders to pinpoint areas for improvement in their current cart from their point of view.
An extensive competitive analysis was performed by examining our client’s current cart and those of their primary competitors. We studied the design patterns and user flows used by our competitors to develop a strategy for our cart. Our goal was to create a recognizable UI that aligned with their current branding while not reinventing the wheel.
Original User Flow
New User Flow
I created a user flow to depict the new cart’s experience. Instead of trying to sell a bundle upfront, we would attempt to upsell additional products as the user navigates through their journey.
This userflow declutters and streamlines the shopping journey. It focuses the user on one thing at a time instead of multiple.
02.
The Design
Wireframes, Prototyping and User Testing
We employed a high-fidelity approach when crafting our wireframes and proceeded to create prototypes for the purpose of conducting virtual user testing. Five participants were carefully selected based on Kinetic’s customer demographics.
As they navigated through the prototype, we attentively observed and documented their thoughts and feedback.
Visual Design
After wrapping up the user testing phase, we were able to gather invaluable feedback that was integrated into our designs to elevate the overall user experience.
We crafted prototypes for the entire cart checkout process, ensuring that every modal, hover, and functionality was taken into consideration. The project was a monumental task, but the results upon launch of the new cart were nothing short of impressive!
Prototyping
03.
Wrap Up
The cart redesign was a resounding success. Through our extensive user research and testing efforts, we were able to achieve a 30% increase in conversion rates, leading to a higher number of successful transactions and increased revenue.
Furthermore, by utilizing user research and collaborating with cross-functional teams to ensure a seamless customer journey, we were able to boost customer satisfaction by 25%.
