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
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
old desktop cart
Old Cart designs
Research methods
- Google Analytics
- Remote User-testing
- Session replays
- Customer voice
- Benchmarking
- General research
usertesting
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
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
Thank you for your time.
