Hashtag You
Redesigning push cart to reduce friction and improve conversion rates
2023 • 4 Months • Responsive Web • Lead Designer
What is Hashtag You?
Hashtag-You is a lifestyle e-commerce company that uses branded house strategy
I joined Hashtag-You as the sole UI/UX Designer in January 2023. My initial focus was on leading the redesign of Product Detail Page (PDP) of Ava & May brand and then moved onto the checkout process. One of the first challenges I took on was the shopping cart, where I led the redesign of push cart and checkout pages to improve the user experience and increase conversion rates.
Insights, that led to the redesign
1. Spike in checkout abandonment rate
In June 2023, we observed a rise in the number of customers abandoning their purchases during the checkout process. We identified 5 key friction points that were contributing to this trend.
2. Customers struggle to apply discount codes during checkout
I used Zenloop survey in the checkout pages and discovered some fascinating insights from the responses. The top 2 feedback from customers were about unclear free shipping information and confusing cart page.
I also used Hotjar to spot trends and see how our customers are handling our checkout process. After going through tens of session recordings & heatmaps, I discovered one pattern which is most of our customers keep testing different discount codes and going back to the push-cart to edit their cart to get the best deal.
Ideation
Benchmarking, sketching and low-fi designs
I started by benchmarking some of our biggest competitors to understand how they tackle similar challenges. After gathering inspiration, I moved on to sketching and created low-fidelity designs to map out the user flow and layout of the new push cart and checkout pages. This helped me to quickly iterate on different ideas and find the best possible solution.
Final Designs
This is what the final designs ended up looking like
This is a before-after comparison of the new and old push cart. As you can see, the new push cart is much cleaner and more organized. I also added a few new features to the push cart, such as a free shipping bar and a discount code field. The new push cart was launched in October 2023 and has been a huge success.
Impact and learnings
The new push cart was launched in October 2023 and has been a huge success.
Cart page drop-off rate dropped by 8%
This indicates that the new cart design helped reduce the number of users abandoning their purchases during the checkout process.
Increase in avg. order value (AOV) by 5%
This indicates that the new cart design helped increase the average order value.
B2C = Users have very high expectations
In the e-commerce industry, users have very high expectations. They expect a seamless and intuitive shopping experience, and if they don't get it, they will quickly move on to a competitor. It's important to keep up with the latest trends and technologies to ensure that your website is meeting user expectations.
Overcommunicate, Always!
As a designer, it's important to overcommunicate with your team. This means that you should always keep your stakeholders informed about your progress, and you should always be open to feedback. It's also important to be proactive in your communication, and to anticipate the needs of your team. This will help you to build trust with your team, and it will help you to create a more positive and productive work environment.
Team
5 amazing & smart people I had the pleasure of working with on this project
Elena Truskova - Head of Product
Pedro Rodriguez - Frontend Developer
Sebastien - Product Manager
Pinak - Backend Developer
Maryem Triki - Web Content Manager