Old Whaling
Redesigning cart, checkout, & subscription dashboard for a soap company.
Increased conversion rates & sales by 30%
Decreased cart abandonments with more checkout completions
Increased conversion rates & sales by 30%
Decreased cart abandonments with more checkout completions
Solve pain points for cart abandonments & subscription portal drop-offs from retail and wholesale customers.
Solve pain points for cart abandonments & subscription portal drop-offs from retail and wholesale customers.
Solve pain points for cart abandonments & subscription portal drop-offs from retail and wholesale customers.
UX Cart & Checkout Audit, Subscription Portal Audit, User Testing & Synthesis, UX/UI Design
UX Cart & Checkout Audit, Subscription Portal Audit, User Testing & Synthesis, UX/UI Design
UX Cart & Checkout Audit, Subscription Portal Audit, User Testing & Synthesis, UX/UI Design
Embarking site audits & user adventures
Embarking site audits & user adventures
Site performance
By conducting a user flow audit via Baymard Institute review tool, I pinpointed areas that deviated from best practices and advised methods to improve design implementation.
User behavior analysis
I analyzed Hotjar recordings to track user interactions for relevant pages, identifying points of friction in each page's journey and creating opportunities for focusd solutions.
Site performance
By conducting a user flow audit via Baymard Institute review tool, I pinpointed areas that deviated from best practices and advised methods to improve design implementation.
User behavior analysis
I analyzed Hotjar recordings to track user interactions for relevant pages, identifying points of friction in each page's journey and creating opportunities for focusd solutions.
Cart & checkout obstacles
Incorrect code and form + code inputs, resulting in slowed checkout or abandonment
Incorrect code and form + code inputs, resulting in slowed checkout or abandonment
Incorrect code and form + code inputs, resulting in slowed checkout or abandonment
Frequently overlooked promo code fields & gift card payment option
Frequently overlooked promo code fields & gift card payment option
Frequently overlooked promo code fields & gift card payment option
Common customer tickets for missing shipping options & order notes
Common customer tickets for missing shipping options & order notes
Common customer tickets for missing shipping options & order notes
Transforming cart & checkout
Subscription interface pitfalls
Unclear navigation between subscription overview & subscription orders
Unclear navigation between subscription overview & subscription orders
Unclear navigation between subscription overview & subscription orders
Misleading routes on cancelled subscription pages
Misleading routes on cancelled subscription pages
Misleading routes on cancelled subscription pages
Difficulty reviewing order details and costs to confirm its accuracy
Difficulty reviewing order details and costs to confirm its accuracy
Difficulty reviewing order details and costs to confirm its accuracy
New subscription dashboard compass
New subscription dashboard compass
The original interface lacked distinction between active & inactive subscriptions, proper titles, and had poor information hierarchy for important details user would review.
The original interface lacked distinction between active & inactive subscriptions, proper titles, and had poor information hierarchy for important details user would review.
Changes made:
Changes made:
01
01
Active & inactive subscription categorization for easier distinction
Active & inactive subscription categorization for easier distinction
02
02
Page headers to better orient users
Page headers to better orient users
03
03
Chronological sort order added to create clarity to list logic
Chronological sort order added to create clarity to list logic
04
04
Product card information flow regrouped to assist scanning
Product card information flow regrouped to assist scanning
05
05
'Load More' & inactive subscription filter to reduce information overload
'Load More' & inactive subscription filter to reduce information overload
Demystifying subscription orders
Demystifying subscription orders
The original interface had unclear labelling that created difficulty in reviewing order information, along with an interaction that would accidentally cancel the user's subscription.
The original interface had unclear labelling that created difficulty in reviewing order information, along with an interaction that would accidentally cancel the user's subscription.
Changes made:
Changes made:
01
01
Tooltip added for billing clarity
Tooltip added for billing clarity
02
02
Quantity auto-updates total price to ease price reviews
Quantity auto-updates total price to ease price reviews
03
03
Moved price visibility to assist semantic grouping
Moved price visibility to assist semantic grouping
04
04
Call-to-action language updated to avoid misclicks
Call-to-action language updated to avoid misclicks
05
05
Added company contact for easier help access & boost purchase confidence
Added company contact for easier help access & boost purchase confidence
Dead ends, begone!
Dead ends, begone!
Irrelevant actions previously lived on a cancelled subscription's overview, leaving users with unlinked functions a dead end to their journey.
Irrelevant actions previously lived on a cancelled subscription's overview, leaving users with unlinked functions a dead end to their journey.
Changes made:
Changes made:
01
01
Subscription status added so there's less room for assumption
Subscription status added so there's less room for assumption
02
02
Replaced call-to-action with renewal option so users have a path forward
Replaced call-to-action with renewal option so users have a path forward
Results
We were only able to retrieve metrics for the performance of cart & checkout for the 90 days after design implementation. Old Whaling observed a rise in conversion rates for retail and wholesale customers.
We were only able to retrieve metrics for the performance of cart & checkout for the 90 days after design implementation. Old Whaling observed a rise in conversion rates for retail and wholesale customers.
We were only able to retrieve metrics for the performance of cart & checkout for the 90 days after design implementation. Old Whaling observed a rise in conversion rates for retail and wholesale customers.
Our design impact:
Our design impact:
01
30% more checkout completions and growth in sales
30% more checkout completions and growth in sales
30% more checkout completions and growth in sales
02
23% decrease in cart page drop-offs
03
40% less customer service inquiries regarding the checkout process
40% less customer service inquiries regarding the checkout process
40% less customer service inquiries regarding the checkout process
Where to sail next?
Unfortunately, Old Whaling migrated platforms before the subscription interface could be launched for us to assess the success of our designs.
To have measured success, I would have set KPIs as:
- reduced inquiries about subscription management
- uptick in re-subscriptions of cancelled products
- overall increase in new subscriptions
which all may have indicated customer trust, loyalty, and ease in their subscription experience
Unfortunately, Old Whaling migrated platforms before the subscription interface could be launched for us to assess the success of our designs.
To have measured success, I would have set KPIs as:
- reduced inquiries about subscription management
- uptick in re-subscriptions of cancelled products
- overall increase in new subscriptions
which all may have indicated customer trust, loyalty, and ease in their subscription experience
©2024. All rights reserved.
©2024. All rights reserved.
©2024. All rights reserved.
UX/UI DESIGN