About this project
Meeting conference
CLIENT:
AVAYA
YEAR:
2012-2018
MY ROLE
UX Designer
Case Study- Mobile wire transfer redesign
Case Study- Mobile wire transfer redesign
Case Study- Mobile wire transfer redesign
The design work will be coming soon
Globalized
Dell.com served multiple
regions — US, Canada,
EMEA, and APJ.
Each of whom had different
priorities and sometimes
conflicting requirements.
Globalized
Dell.com served multiple
regions — US, Canada,
EMEA, and APJ.
Each of whom had different
priorities and sometimes
conflicting requirements.
Confirm & Compare
Customers found it hard to
compare and confirm their
selected items on the Cart
page.
Delivery
Many customers wanted to
see delivery details upfront,
instead of waiting until
checkout.
Cart flyout
Some users feel lost or
disoriented during the
transition.
Thank you for scrolling:)
If you want to see more detail about this project, feel free to reach out!
Thank you for scrolling:)
If you want to see more detail about this project, feel free to reach out!
The Dell.com Cart & Checkout experience is a critical
part of Dell’s e-commerce platform, requiring
specialized design and technical expertise.
The goal of this project was to create a seamless,
secure, and scalable online purchasing flow that
minimizes friction and increases conversion.
I applied a data-driven design approach—leveraging
user behavior insights and hypothesis testing—to
optimize the user journey and drive measurable
business outcomes.
Goal 1
Reduce the distractions and frictions.
Help the customer reduce the cognitive load.
Goal 2
Reduce the exit rate. Increase the conversion rate.
The data shows that 80% of the customers quit
in Cart page when they start browsing existed
functions.
Goal 3
Help customers confirm the information of their
items. Find out the better price.
Due to multiple functions, the load time of Cart page
is around 4s.
Besides the back end changes. There should be
something can be done through UI perspective.
Goal 4
Provide more smoothly shopping path..
Understand the issue from CSATS/ Vocaas.
With the insights gathered from stakeholders.
By gathering different solutions to clear define
problems. Test different solutions at a small
scale. Pick up the most potential solution.
17%+
17%+
Conversion.
Conversion.
8%-
8%-
Exit Rate.
Exit Rate.
2.47+
2.47+
RPV
RPV
4 Goals of Redesign.
Dell Cart iteration.
Discover & Findings.
Vocaas Feedback.
First improvement.
Second improvement.
Third improvement.
Fourth improvements.
User Testings.
AB Tests.
What People Say about me.
Result.