E-Commerce Cart Redesign

Evo, a leading online retailer for outdoor gear and action sports equipment, sought to improve their cart experience to enhance user engagement, increase conversions, and reduce cart abandonment rates. As the UI/UX designer leading this project, I focused on optimizing usability, streamlining the checkout process, and aligning the design with evo’s brand identity.

UX Designer | September 2023

  • High cart abandonment rates due to a lengthy and complex checkout flow.

  • Lack of clear visual hierarchy, making it difficult for users to review their selections.

  • Limited mobile optimization, resulting in usability issues on smaller screens.

  • Inefficient upsell and cross-sell integration, missing opportunities to increase average order value.

01. The Challenge

The existing cart experience presented several friction points that impacted the user journey:

Previous Cart Design

02. Research & Analysis

To identify areas for improvement, the following research was conducted to uncover friction points, such as inefficient checkout flows, unclear calls to action, and potential cognitive overload, which informed targeted design improvements to enhance user experience and conversion rates.

  • Heuristic evaluation to systematically pinpoint usability issues.

  • Competitive analysis of other e-commerce checkout flows for established usability principles and best practices.

  • User testing & feedback through session recordings and surveys to understand drop-off and pain points.

  • Analytics deep dive to track abandonment trends, navigation friction, user behavior patterns, and areas of confusion within the cart and checkout flow.

03. Design Solutions

Based on insights gathered, several key changes were implemented:

  • Simplified Checkout Flow – Reduced the number of steps and implemented a persistent cart summary for easy reference.

  • Improved Visual Hierarchy – Enhanced typography, spacing, image sizing, and contrast to guide users through the process intuitively.

  • Mobile-First Optimization – Designed a responsive layout with larger touch targets and improved navigation for seamless mobile experiences.

  • Integrated Upsell & Cross-Sell Features – Strategically placed recommendations to encourage additional purchases without disrupting the checkout flow.

  • Enhanced Trust Signals – Added shipping estimates, alerts, and a streamlined return policy section to reinforce confidence in purchase decisions.

04. Mobile-First Approach

With more than half of evo’s users making purchases from mobile devices, the redesign prioritized a seamless mobile shopping experience.

  • Responsive Layout: Ensured smooth adaptability across various screen sizes, enhancing readability and usability.

  • Larger Touch Targets: Increased button sizes and spacing to facilitate effortless tapping and prevent accidental clicks.

  • Streamlined Navigation: Optimized menu structures and checkout flow to reduce friction in mobile interactions.

  • Quick Access Features: Implemented sticky CTAs for key actions like "Checkout" to minimize excessive scrolling, encourage faster checkout, and improve efficiency.

  • Encouraging Faster Checkouts: By keeping essential purchase details visible, users can quickly review and complete transactions with fewer interruptions.

On the day the updated cart launched, the company saw a 71% increase in mobile sales compared to the same calendar day in the previous year.

05. Results & Impacts

Post-launch, the redesigned cart experience delivered significant improvements:

  • 15% decrease in cart abandonment rate.

  • 12% increase in completed checkouts.

  • 8% boost in average order value due to improved upsell strategies.

  • Positive user feedback citing ease of use, better mobile experience, and faster checkout process.

Final Design

06. Conclusion

The evo cart redesign successfully enhanced the user experience and improved key business metrics. By focusing on user-centric design, streamlined functionality, and mobile optimization, we created a more intuitive and effective checkout flow that aligned with Evo’s business goals. This project reinforced the importance of data-driven design decisions and iterative testing to achieve impactful results.

07. Key Takeaways

  • User research and analytics are critical in uncovering pain points and guiding design improvements.

  • Simplifying complex workflows leads to higher user engagement and conversion rates.

  • Mobile-first design is essential in today’s e-commerce landscape.

  • Strategic upsell and trust-building elements can positively impact revenue and user confidence.

Next

evo SBS Checkout