REDESIGN, PRODUCT DESIGN
iOS / Android
Adding items to the basket is the first step of the purchasing experience, as the second step is the cart. Many user interviews and user feedback gave the clue to reconsider the cart to checkout flow and define the redesign needs.
There were many different elements to consider when arriving journey like address, coupons, store card cases, and recommendations, which made me only excited to start examining them.
OpportunIty Statement
Modernizing n11.com’s cart could spike up the checkout complications and grow the company’s income. Some users were frustrated and left their items there for months, always coming back but deciding to leave again. We conducted user interviews and guerilla tests to define the exact tasks they had difficulties.
It was a great opportunity to help the company’s future success with this redesign task.
The Research
Multiple user interviews I attended as the observer and strategist and many analyzed guerilla tests later, the result was clear. There needed to be a redesign of cart flows and interfaces within the new company branding.
In the research, we collected user feedback about the address and coupon area, as they wanted them to be more upfront and easy.
ReframIng the Problem
⚠️ The store cards were complicated to distinguish when multiple users with multiple items combined.
⚠️ The cart was almost starting from half a page and there was lots of white space not used well.
⚠️ The special discounts for the cart section were not getting enough interaction, and needed to be modernized.
DesIgn Strategy
👉🏻 Placing addresses and coupons right next to each other as they both direct to different modal pages technically and it would help to capture the user’s attention when used with bigger and more colorful icons.
👉🏻 Changing the special discount area’s color to feel more dynamic and making the area more narrow to feel like a discount shelf with product cards.
👉🏻 Adding toasters when a special discount item is added to the cart with celebrated and positive content.
EARLY INSIGHTS
The cart was a complicated part and effort to redevelop for the team, so we phased out the whole cart redesign project. I focused only on solving the problems with as simple redesign touches as possible.
First, the header would change, then store cards, and then a coupon open version to inspire more users to complete checkout before the coupon expires.
PHASE 2
After the design was ready first phase was launched. After that, we returned to the interviewees, they seemed to locate addresses and coupons %90 more than before and none of them thought of exiting the checkout flow.