Delivery + Compare in Cart
Support comparison behavior by helping customers easily review, compare, and select items in the cart.
Over the course of three years, I led a major redesign of the Dell.com cart page, transforming it through a data-driven and user-centered approach. By continuously running A/B tests, conducting user testing, and responding to evolving businessneeds, we incrementally improved the experience and functionality. These iterative enhancements culminated in the successful launch of the fully redesigned cart experience at the end of 2023.
Second Improvement.
E-commerce
CLIENT:
Dell.com
YEAR:
2020-2023
MY ROLE
Product Designer
Dell.com Cart Page Data- Driven Redesign
About this Project.
If you purchase items through ecommerse websites, you browse your items, and you add the items to your cart. Then you go to cart page to complete your purchase. So what i worked on is redesigning the Dell.com cart page to remove friction, improve clarity, and help customers progress to checkout with greater confidence and efficiency.
Data showed that nearly two-thirds of customers abandoned their purchase at the cart page, indicating a critical opportunity to reduce churn and improve conversion.
Over the course of three years, I led a major redesign of the Dell.com cart page, transforming it through a data-driven and user-centered approach. By continuously running A/B tests, conducting user testing, and responding to evolving businessneeds, we incrementally improved the experience and functionality. These iterative enhancements culminated in the successful launch of the fully redesigned cart experience at the end of 2023.
Dell Cart Redesign.
Before making any design decisions, I sought to uncover customer needs and pain points by asking:
What frustrates customers the most about the cart experience?
Why do customers linger on the cart page — what are they trying to achieve?
What barriers or concerns prevent them from moving forward to checkout?
Insights From Qualitative Research.
About my Role.
On this project, I was the Main Product Designer for the Cart page, collaborating closely with multiple cross-functional teams.
I worked with the Global and Regional Business teams to align on revenue goals and localization needs,partnered with the Product Manager and Developers to ensure feasibility and delivery, and coordinated with the Data Analysis team to review metrics and run A/B tests for each iteration.I also maintained alignment with the Design System team to ensure consistency across Dell’s e-commerce platform.
Insights From Quantitative Data.
Data showed that nearly two-thirds of customers abandoned their purchase at the cart page, indicating a critical opportunity to reduce churn and improve conversion.
Before making any design decisions, I sought to uncover customer needs and pain points by asking:
What frustrates customers the most about the cart experience?
Why do customers linger on the cart page — what are they trying to achieve?
What barriers or concerns prevent them from moving forward to checkout?
Insights From Qualitative Research.
Goals of Redesign.
Transparent Pricing
Makes pricing transparent and scannable — reducing confusion and speeding up decisions.
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.
When designing the price list and tax calculation flow for Dell’s global e-commerce platform, one of the biggest challenges was how differently tax policies work across regions.
Here you can see how each part of the checkout summary maps to different tax elements.
Finally, this shows how the framework works across regions.
Even though tax rules differ, the layout and visual hierarchy stay consistent.
First Improvement.
View Specs Redesign
We believed that by making the “View full specs” feature more prominent and improving the content, users would feel more confident about confirming their choices — which could directly lead to higher conversion.
Delivery + Compare in Cart
Support comparison behavior by helping customers easily review, compare, and select items in the cart.
Third Improvement.
Cart flyout
Streamline the shopping flow and create a smoother, more intuitive path from product selection to the cart.
Fourth Improvement.
User Testings.
AB Tests.
Compare with qualitative test, quantitative test is more scientific and authentic. We have done lots of AB test on both cart page and add to cart flow in the redesign process ...
Compare with qualitative test, quantitative test is more scientific and authentic. We have done lots of AB test on both cart page and add to cart flow in the redesign process ...
What People Say About Me.
Paulo Kern
Dell Director of Product Management
Cart Design, above and beyond
Alice has been extremely proactive in identifying customer struggles and
coming up with design ideas that could potentially solve for these issues. She
has been tirelessly conducting user testing and validating hypothesis as well as
bringing the outcomes of these testing into our core group so we can make
informed decisions about Cart future.
Vikas Konded
Dell Senior Product Design Manager
Outstanding contribution to the Cart
Alice inspired us with her dedication and active participation in design review meetings in ensuring a seamless purchase experience for our customers. I cannot emphasize enough how much of an impact she has made in ensuring a superior buying experience for customers.
Jonathan Hindi
Dell Principal Product Manager
Getting us closer to customers
Alice is an excellent designer, customer-focused, and great to work with.She quickly turned ideas into designs, validated the design, and helped launch several new features that have made an impact on our bottom line.
She not only affected our current performance but helped us build the vision of the future.
Zuzana Matasovska
Dell Data Analyst Manager
Great collaborator and designer
Alice not only showed unique knowledge about the topic but also willingness and support to move test forward on top of her working scope and
schedule. She is calm when working under pressure but she also brings ideas,
insights and new perspective to any meetings we had.
17%+
Conversion.
8%-
Exit Rate.
2.47+
RPV
Result.
Thank you for scrolling:)
If you want to see more detail about this project, feel free to reach out!
Insights From Quantitative Data.
About my Role.
On this project, I was the Main Product Designer for the Cart page, collaborating closely with multiple cross-functional teams.
I worked with the Global and Regional Business teams to align on revenue goals and localization needs,partnered with the Product Manager and Developers to ensure feasibility and delivery, and coordinated with the Data Analysis team to review metrics and run A/B tests for each iteration.I also maintained alignment with the Design System team to ensure consistency across Dell’s e-commerce platform.
Transparent Pricing
Makes pricing transparent and scannable — reducing confusion and speeding up decisions.
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.
Third Improvement.
Dell.com Cart Page Data- Driven Redesign
Dell Cart Redesign.
About this Project.
If you purchase items through ecommerse websites, you browse your items, and you add the items to your cart. Then you go to cart page to complete your purchase. So what i worked on is redesigning the Dell.com cart page to remove friction, improve clarity, and help customers progress to checkout with greater confidence and efficiency.
Goals of Redesign.
First Improvement.
When designing the price list and tax calculation flow for Dell’s global e-commerce platform, one of the biggest challenges was how differently tax policies work across regions.
Here you can see how each part of the checkout summary maps to different tax elements.
Finally, this shows how the framework works across regions.
Even though tax rules differ, the layout and visual hierarchy stay consistent.
Second Improvement.
View Specs Redesign
We believed that by making the “View full specs” feature more prominent and improving the content, users would feel more confident about confirming their choices — which could directly lead to higher conversion.
Cart flyout
Streamline the shopping flow and create a smoother, more intuitive path from product selection to the cart.
User Testings.
Result.
