I redesigned the cart experience to rebuild trust, reduce friction, and prioritize key actions.
Product
Ding-go website
Skills
Data Analysis, Product design, Stakeholder management, User research & testing
My role
Identifying problem through data analytics
Conducting user interviews to understand hesitation points
Aligning on goals with stakeholders
Prioritizing solutions based on impact and technical feasibility
Delivering mobile-first designs with measurable metrics
Team
UX Team, Marketing Team, Content Team, Development Team
Tool
Figma, Shopify
Key metrics
Increased conversion rate by 275%
Increased reached checkout rate rate by 204%
Increase checkout completion by 300%
Impact
Context
Data revealed that over 90% of users were abandoning their carts, and only 9.7% progressed to checkout, a critical blocker to customer acquisition and revenue growth. While our checkout flow performed well, the cart experience was failing to build the trust and clarity needed to move users forward.
What's the problem? What's the goals?
📈 Business Needs
Increase revenue by improving the conversion funnel. Reduce cart abandonment and help more users complete their purchases.
❓Problem to Solve
The existing cart experience lacked clarity and trust-building elements., leading to a 90.3% abandonment rate.
📍Project Goal
Redesign the shopping cart with a trust-focused, mobile-optimized layout that clearly communicates shipping, pricing, and available actions.
🪨 Challenge
How can we redesign the cart experience under tight engineering resources while ensuring the new flow builds user confidence and supports different payment behaviors across devices?
Solutions
A streamlined cart experience focused on clarity, transparency, and guiding the user toward the next step.
Trust Enhancements
Added estimated shipping dates to reduce hesitation
Moved discount code input from checkout to cart to offer earlier value
Price Transparency
Introduced a clear summary of total costs (including shipping)
CTA Clarity
Separated the primary checkout CTA from quick-pay buttons
Improved visual hierarchy to increase action rates
Research Insights
To understand cart drop-offs, I interviewed 4 early users and analyzed Hotjar recordings.
Shipping and Total Price Uncertainty
Users were unclear about delivery timelines, causing hesitation.
Discount Friction
Users abandoned the cart because they weren’t sure if or when they could apply a discount code.
CTA Confusion
Quick-pay options were visually mixed with the primary checkout button, leading to user confusion.
The old mobile product
Iterations & Stakeholder Collaboration
Early designs grouped CTAs together, but caused accidental clicks on quick-pay options → separated buttons for clarity
Engineering flagged constraints around dynamic shipping calculations → used static estimates as a low-effort MVP
Collaborated with product/marketing to time the release with campaign push
Prioritized mobile usability given traffic trends (70%+ mobile users)
Final Design
What’s Next
To further optimize conversion and retention, future enhancements could include:
“Save for Later” to capture intent without pressure
Cart-based cross-sell recommendations
Clear return policies and support links in-cart
Next project
