Dell.com Cart Page Data Driven Redesign

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.

Dell Cart iteration

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.

The evolution of the Dell.com Cart page from 2020 (left) to 2023 (middle and right).

Insights from Quantity 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?

Insights & Goals of Redesign.

Insight 1

Users are distracted by unnecessary information on the cart page that doesn’t contribute to their purchase decisions.

Goal: Reduce distractions and friction. Help customers minimize cognitive load and stay focused on completing their purchase.

Insight 2

Customers visit the cart to verify key product details, such as specifications, pricing, and delivery information.

Goal: Ensure item information — including specs, price, and shipping details — is clear, accurate, and easy to access.

Insight 3

Some users treat the cart as a "dressing room", adding multiple items to compare and select from before checking out.

Goal: Support comparison behavior by helping customers easily review, compare, and select items in the cart.

Insight 4

The path from the product page to the cart involves multiple steps, and some users feel lost or disoriented during the transition.

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

First improvement.

Removal of unnecessary information

. Reduced cognitive load when customers browse the Cart page

. Helped customers focus on key information

Removal of unnecessary information

. Reduced cognitive load when customers browse the Cart page

. Helped customers focus on key information

Approach

. A/B Testing

· User testing

Second improvement.

Redesign the most important functions

· View specs

. Price list/ Savings

· Rewards

Redesign the most important functions

· View specs

. Price list/ Savings

· Rewards

Approach

. A/B Testing

· User testing

Approach

. A/B Testing

· User testing

Third improvement.

Create new designs in Cart
· Skeleton pre-loading style

. Delivery

· Compare

Approach

. A/B Testing

· 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 ...