Project Overview

As a long-time client of ours, we recommended several strategic shopping cart and checkout upgrades along our optimization roadmap. As a result, we decided to endeavored a redesign project to their shopping cart and checkout flow. A redesign to either area is a massive undertaking, so doing both together required great communication, organization and commitment from many business stakeholders.

The goal was not only to improve conversions—both macro and micro—but to highlight value and build trust with both new and returning user segments. We began by defining the business and user goals for this project, and then gathered dozens of market research data points that informed updated and optimized user engagement flow modifications for the entire cart and checkout funnel.

Our wireframe stage supported two rounds of usability testing to ensure we were able to reduce the friction and complexity at these key purchase decision points for core customer segments – both B2C and B2B. In addition to subsequent rounds of design feedback and further testing, we also supported the creation of user stories and requirements documentation along with QA and UATs leading up to go-live.

As a result, Lumens benefitted from this effort with an 11% increase in overall conversions and over 15% improvement in abandoned checkouts due to improved purchase decision features added to their shopping cart.

Simplify Cart Display — Bring Focus to Buy Path

The previous cart design was a madness of technical information – mostly displayed via the shoehorn method of adding elements wherever they could go with no vision for the overall utility nor making the purchase decision points easier for the user.