Homepage & Cart Redesign
Impact
49% increase in customer checkout
Skills & Industries
Overview
Pashion is an eCommerce, B2C fashion boutique revolutionizing the industry with a convertible heel shoe. I led product and creative direction to re-design the homepage and cart check-out. My team and I met with the client to plan weekly sprints and iterate on deliverables.
Discovery
Using Miro, my team and I co-led a workshop to work closely with the Pashion team to target problems related to the homepage and cart check-out performance. We focused on identifying challenges, goals, resources, and expectations. Most significantly, we discovered the cart was experiencing a drop-off rate of 85%.
Workshop Findings
Unclear value proposition and product experience.
Outdated branding.
Opportunities for promotions.
New Affirm payment option.
Cumbersome in-page cart design.
85% drop-off rate.
Methodology
I gave the branding a facelift by researching branding trends around fashion. It was best to keep it minimal while allowing vibrant accents to pop. After iterating with the Pashion team for approval, I would follow through with the new guide as I design pages.
After alignment with the product manager, I utilized Moqups and Figma to refine pages, from wires to design, balancing storytelling and content. I wanted to speak to the user far more on the homepage by touching on pain points and product value, with context. The convertible heel offered elegance without the sacrifice of comfort. Commonly, women express the discomfort of wearing heels, so I leaned into this idea through situational hardships. But this was also an e-commerce site, so I wanted to be sure featured products were quickly within the user's reach.
Before diving into the cart-checkout adjustments, I considered non-visual approaches to influence conversion. Affirm would be a turning point for users who weren’t confident about splurging. I wanted to ‘forecast’ this idea to promote Affirm, giving users an idea of what a finance plan might look like. I worked closely with product and engineering to understand language and API limitations for design.
Retrospective
While the designer in me wanted more breathing room on the cart check-out, it was worth the impact. After comparing drop-off data from 30 days, we saw a 49% increase (85% vs. 36%) in customer checkout initiation. Additionally, the project was a satisfying experience to learn more about niche eCommerce markets and work with a fashion start-up.