![](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/d798a065-92dc-4433-87db-382edf743685_rw_1920.jpg?h=43492e771838a4b95c66f6cace477531)
My role
Responsible for redesigning the UNIQLO cart page
Result
50% increase in Cart CVR
Live link: https://www.uniqlo.com/uk/en/cart
Prototype: https://invis.io/D510B2C3GX63
Live link: https://www.uniqlo.com/uk/en/cart
Prototype: https://invis.io/D510B2C3GX63
![new mobile design](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/31d22098-12f6-42da-a7f4-4bc1c02d253e_rw_600.gif?h=8b3a164ba1e0f3a81f4985fdf12bf057)
new mobile design
![new desktop design](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/0ac63d5d-73b7-47f5-a6c1-638b180a3298_rw_1920.gif?h=5cf926cedb2ff3976a87d6c126cc962a)
new desktop design
New responsive Cart redesign
Problem
- Cart CVR in EU sites too low compared to industry benchmark
- Dated UI
- Lack of design language
Goals
- 25% increase in Cart CVR
- More visibility of delivery costs / promotions
- More visibility of delivery costs / promotions
- Clean UI
![old mobile cart](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/255daf37-986f-456d-9ffb-459b4fb7e909_rw_600.png?h=0bbfa0bae7642040d04764b487e7380e)
old mobile cart
![old desktop cart](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/e2dccf1c-fe3d-4de1-879c-cf960ff1bfef_rw_1920.png?h=b5f35dfc93629fac0509de4416ec5655)
old desktop cart
Old Cart designs
Research methods
- Google Analytics
- Remote User-testing
- Session replays
- Customer voice
- Benchmarking
- General research
![usertesting](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/bc306ed4-e76e-4940-8ff5-f6a2a59f1dba_rw_1920.png?h=7a5512ceaeea5aec2a70d688164a54b9)
usertesting
![benchmarking](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/7bc7f195-7ea6-4368-ac78-eb7538750d1c_rw_1920.jpg?h=1f4100d6cbcd4d40a61ef1326f39cbbc)
benchmarking
Left: Usertesting old cart page issues / Right: Benchmarking analysis
Summary of issues
- CTA location below the fold
- Hierarchy of elements
- Small images
- Cart retention too short
- Cost breakdown location
- No promotional messaging
- Inaccurate inventory messaging
- Delivery cost transparency
- Discount code errors
- Unclear service benefits (eg. free delivery)
- Empty bag design not optimised
- Cost breakdown location
- No promotional messaging
- Inaccurate inventory messaging
- Delivery cost transparency
- Discount code errors
- Unclear service benefits (eg. free delivery)
- Empty bag design not optimised
Wireframes & AB testing
- 2 column layout
- Sticky summary area
= 2% increase in revenue across all EU sites
= 2% increase in revenue across all EU sites
![](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/37503ed8-6d8f-480c-b6f4-e93d0661ebda_rw_1200.png?h=1d1f6e9376c7dc2ced61a61e37cd7c8c)
![](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/af243052-16b0-4e5a-bf63-49dc13d1d686_rw_1920.jpg?h=6a65887d4c4d68bf8e2388dc875d34ac)
Left: Initial wireframes / Right: AB testing new ideas
Final Design
- 2 column layout
- Transparent delivery messaging
- Sticky summary area
- Sticky CTA’s on mobile
- Dynamic promotional message
- Improved discount code validation
- More prominent recommendations
- New express payment options
- Improved discount code validation
- More prominent recommendations
- New express payment options
- Option to save bag for later
![](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/b0ef4540-52e0-4d2a-9507-c3b37ec467d5_rw_600.png?h=17ecc130042ca09a63157f3c73fedc44)
![](https://cdn.myportfolio.com/a863efbb-d317-4944-bf34-4097b27f82c5/5b4af2f2-726e-4259-a0fc-d579827e5649_rw_1920.png?h=d20de65b46262b961ffe8b75a59c80b6)
Thank you for your time.