About this project

E-commerce

CLIENT:

Dell.com

YEAR:

2023

MY ROLE

Product designer

Dell.com Cart Page Data- Driven Redesign

About this Project.

About my Role.

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.

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.

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.

Dell Cart Iteration.

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 business needs, 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 iteration

Dell Cart iteration.

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.

Insights From Qualitative Research

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?

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 ...

Result.

17%+

Conversion.

8%-

Exit Rate.

2.47+

RPV

What People Say About Me.

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.

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.

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?

Global vs Regional

By mapping all regional requirements and identifying common patterns. I proposed a modular tax calculation framework — every tax-related component, such as estimated tax, eco fee, or VAT, was defined as an independent element. And i keep the consistent sequence of these elements

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.

Cart flyout

Streamline the shopping flow and create a smoother, more intuitive path from product selection to the cart.

Insights From Qualitative Research.

First Improvement.

Second Improvement.

Third Improvement.

Fourth Improvement.

Goals of Redesign.

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.

Create new designs in Cart

. Skeleton pre-loading style

. Delivery

· Compare

Approach

. AB Test

· User testing

Discover & Findings.

Vocaas Feedback.

4 Goals of Redesign.

First improvement.

Removal of unnecessary information

Reduce cognitive load when customer browse the Cart page
Help customers be more focus on the most important info.

Approach

AB Test
User testing

First improvement.

Removal of unnecessary information

Reduce cognitive load when customer browse the Cart page
Help customers be more focus on the most important info.

Approach

AB Test
User testing

Third improvements:

Thank you for scrolling:)

If you want to see more detail about this project, feel free to reach out!

Write an email

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.

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.

Removal of unnecessary information

. Reduce cognitive load when customer browse the Cart page

. Help customers be more focus on the most important info.

Approach

. AB Test

· User testing

Redesign the most important functions

· View specs

. Price list/ Savings

· Rewards

Approach

. AB Test

· User testing

Create new designs in Cart

. Skeleton pre-loading style

. Delivery

· Compare

Approach

. AB Test

· User testing

Create new designs in Cart

. Skeleton pre-loading style

. Delivery

· Compare

Approach

. AB Test

· User testing

Discover & Findings.

Vocaas Feedback.

4 Goals of Redesign.

First improvement.

Second improvements:

Second improvement

Third improvement.

Third improvements:

Thank you for scrolling:)

If you want to see more detail about this project, feel free to reach out!

Write an email

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%+

Conversion.

8%-

Exit Rate.

2.47+

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.