Roles / Services
UX DESIGN
YEAR
2022
COMPANY
ALLOFRESH
(BACKGROUND)
Elevate shopping experience & convert to the transaction
Conversion Rate
10%
Based on the latest data, the Cart has a high churn rate which leads to a lower conversion rate of around 10%. This means that a majority of users are not continuing with their transactions and are stopping at the Cart.
We want to increase the conversion rate and improving the shopping experience by redesigning the cart page.
(The problem)
I collaborated with a UX Researcher to identify user needs from research and user interviews conducted at Allofresh.
We defined the needs and problems of each of the two majorities of Allofresh users :
So we execute this inisiative with this process :
(Heuristic Evaluations)
Started with conducted UX audits on current design :
The hierarchy and structure of the item list information is confusing.
Some wording is strange and the red color appears like to be an error.
No information about free delivery is provided on this page. Customers need to go to the checkout page for that.
Currently, it is difficult for users to add more items. There is no shortcut to do that.
(SOLUTION)
(Re) Organized product list on cart
Adding information min. order for Free Delivery
Now users can easily find free delivery information to measure their purchases without confusion.
Personalized item with note
This is very important for users who shop for fresh products at Allofresh, they will usually always request with notes according to their needs
The easier way for increase basket size : Recomendation Item
Users can easily add more items to qualify for free delivery or purchase items that meet their needs, ensuring a seamless experience.
(OUTCOME)
With the re-design we successfully increasing our Conversions Rate by 55% 🎉
55%
Convertions Rate