E-commerce
CLIENT:
Dell.com
YEAR:
2023
MY ROLE
Product designer
Dell.com Cart Page Data Driven Redesign
4 Goals of Redesign.
Dell Cart iteration.
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.
About this project
Discover & Findings.
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..
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.
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.
About this project.
About this project.
Dell Cart iteration
Dell Cart iteration.
Dell Cart iteration.
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.
Discover & Findings.
Vocaas Feedback.
4 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.
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
Second improvement.
Redesign the most important functions
· View specs
. Price list/ Savings
· Rewards
Approach
. AB Test
· User testing
Third improvement.
Create new designs in Cart
. Skeleton pre-loading style
- Delivery
· Compare
Approach
. AB Test
· User testing
Fourth improvements.
Redesign Add to Cart flow
. Add to cart flow from shopping process
. Add to cart flyout research
Approach
· User testing
User Testings.
User testing, user interview is one of the most important approaches
we used to gather users'feedback.
AB Tests.
Compare with quality test. Quantity 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.
Result.
Vocaas Feedback.
IR Curve end to end flow.
First improvement.
Second improvement.
Third improvement.
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:
Fourth improvements.
User Testings.
AB Tests.
What People Say about me.
Result.