MY ROLE: Digital Product Designer
Caraway Home is an online home goods retailer on a mission to craft well-designed, non-toxic cookware that thoughtfully raises the standards of what you cook with. For the minicart redesign I executed the user research, UI design, handoff to development, and optimizations post-launch working alongside the Project Manager, Lead Senior Designer, Growth and Development teams.
How can we optimize the minicart to be more functional, adaptable, and increase conversion through the checkout funnel?
The strategy for this redesign was to create an optimized minicart that is easily accessible and all features are thoughtfully included to help a variety of customers at different points in their journey convert.
KPI Metrics: Checkout CTA Clicks, CVR, RPS, and Upsell Engagement.
I utilized our user session recordings to watch how users interact with the existing minicart and expose where existing pain points lie. Along with existing data: upsell clicks, cart view clicks from empty state, conversion rates, minicart views vs. number of those who proceed to checkout.
MVP:
The minicart redesign was rolled out in four phases, A/B testing old design vs. new MVP design.
Phase 2:
Optimizations and refinements, refined the breakdown section.
Phase 3:
Testing for the summer event promotion with a sales breakdown in the bottom bar and new sales messaging, along with the ability to change cart colors for the events.
Phase 4+:
Optimizations and testing to be continued.
Wireframes: With objectives in mind, continued the explorations with low-fi mocks to brainstorm each minicart section by each module. Then I put together low-fi wireframes for the first round of reviews with stakeholders.
