Shopping Cart Redesign
Professional Project for Giraffy Co. E-Commerce
Giraffy Co. E-Commerce is a platform for corporate gifting aimed to save consumers up to 70% of the time spent on gift shopping. During my tenure, I significantly increased conversion revenue by enhancing customer's shopping experience. I achieved this by digitalizing the gift-wrapping service and leading a complete redesign of the shopping cart UI, resulting in improved customer efficiency and satisfaction.
Role - UI/UX Designer
Tool - Figma, FigJam
Year - 2023 (4 weeks)
Team Member - Product Manager, Developer, and Product Owner
Method - Competitor Analysis, Cognitive Walkthrough
Constraints - Due to limited time and budget for UX research, I conducted a cognitive walkthrough and a competitor analysis to ensure my design met market standards.
Project Goal
Gift packaging is a key feature for platforms like Giraffy Co. e-commerce, but many users were unaware of our gift wrapping service. My goal was to digitalize our gift wrapping service and improve checkout efficiency through iterating the existing shopping cart experience.
Market Research
Before starting the design, I conducted 8 competitor analyses of similar platforms and well-known e-commerce websites to gain insights into current industry trends.
Findings: Most of our competitors offer gift wrapping options on their shopping cart pages, but they don't allow users to customize the wrapping paper or greeting card styles. This presented an opportunity for our platform to stand out by offering customizable gift wrapping options.
User's Goal
Since gift wrapping is in high demand among our platform users, I collaborated with my product manager to list user’s needs. This helped me understand customer needs and ensure the design would meet their expectations.
Throughout the design process, I used these goals and user needs as guidelines to ensure the new gift wrapping feature and the shopping cart page would optimize the platform users' experience.
Design Iteration
During the design process, I went through several small iterations and one major design change due to technical implementation constraints.
Final Prototype
Here is the demo of the finalized design and the iterated shopping cart page:
Gift Wrapping Feature: A centered pop-up window on the shopping cart page.
Shopping Cart UI Iteration: Further streamlined for checkout efficiency.
Developer Handoff
After my design was approved, I also created a UI library and labeled all layout measurements and updated the new elements in the design system to increase efficiency for developers and minimize misunderstandings.
Reflection
Overall, the design successfully increased user awareness of the gift wrapping service and allowed them to seamlessly add these packages to their shopping cart. Not only did the design benefit users, but it also improved communication efficiency between consumers and our customer service team.
However, due to the limited time and budget for user research, if I had the opportunity to dive deeper into this project, I would conduct usability testing and surveys to refine the design based on user feedback.
