Project Overview

Project Overview

Project Overview

Project Overview

B2C

Retail

Mobile

Desltop

Eureka Ergonomic, an online furniture retailer, faced challenges with high shopping cart abandonment rates. As the UI/UX designer, I was tasked with redesigning the checkout process to enhance user experience and reduce abandonment.

Eureka Ergonomic, an online furniture retailer, faced challenges with high shopping cart abandonment rates. As the UI/UX designer, I was tasked with redesigning the checkout process to enhance user experience and reduce abandonment.

Background

Background

Background

Eureka Ergonomic, an online furniture retailer, faced challenges with high shopping cart abandonment rates. As the UI/UX designer, I was tasked with redesigning the checkout process to enhance user experience and reduce abandonment.

Goal

Goal

Goal

The project aimed to decrease shopping cart abandonment and increase conversion rates by streamlining the checkout process, aligning with the business's KPIs to drive higher sales and improve customer satisfaction.


The project aimed to decrease shopping cart abandonment and increase conversion rates by streamlining the checkout process, aligning with the business's KPIs to drive higher sales and improve customer satisfaction.


The project aimed to decrease shopping cart abandonment and increase conversion rates by streamlining the checkout process, aligning with the business's KPIs to drive higher sales and improve customer satisfaction.


Empathize with user

Empathize with user

Empathize with user

The Design Process

The Design Process

Define the problem

Define the problem

Define the problem

User Research

User Research

User Research

Ideate

Ideate

Ideate

Design

Design

Design

Test

Test

Test

  • Conduct user research to identify the user pain points

  • Creation of high fdelity prototypes and design handover doc

  • Collaborating closely with project manager and developer to execute the end-to-end design process

  • Execute A/B testing and monitor on data to ensure the design align the business goal

KEY Responsibilities

Key Responsibilities

Sole UIUX Designer


Sole UIUX Designer


Sole UIUX Designer


Role

Role

Step 1: Empathize with users

Step 1: Empathize with users

Understand users' needs and why

Understand users' needs and why

Understand users' needs and why

Before starting the design, it's crucial to understand the reasons why the high shopping cart abandon rate. This understanding will highlight areas for improvement, guide the redesign process, inform a clear design strategy, and validate design decisions.


To gain deeper insights into shopping cart abandonment and understand users' shopping experiences, I conducted an online survey and user interviews, alongside a competitor analysis, to identify the problems.


Complicated Checkout Process

Users reported encountering hurdles during the checkout process, the four steps checkout process leading to a suboptimal user experience and a notable increase in cart abandonment rates.

62.5% User

Complicated Checkout Process

Users reported encountering hurdles during the checkout process, the four steps checkout process leading to a suboptimal user experience and a notable increase in cart abandonment rates.

62.5% User

Complicated Checkout Process

Users reported encountering hurdles during the checkout process, the four steps checkout process leading to a suboptimal user experience and a notable increase in cart abandonment rates.

62.5% User

Complicated Checkout Process

Users reported encountering hurdles during the checkout process, the four steps checkout process leading to a suboptimal user experience and a notable increase in cart abandonment rates.

62.5% User

Delivery Scheduling and Express Shipping Needs

Users indicates their struggle with not being able to confirm a specific delivery date or schedule a delivery time, which can result in missed deliveries if they are not home. This lack of flexibility is frustrating, and many users have expressed a strong interest in having an express delivery shipping option to ensure they receive their items when it's most convenient for them.

41.7% User

Delivery Scheduling and Express Shipping Needs

Users indicates their struggle with not being able to confirm a specific delivery date or schedule a delivery time, which can result in missed deliveries if they are not home. This lack of flexibility is frustrating, and many users have expressed a strong interest in having an express delivery shipping option to ensure they receive their items when it's most convenient for them.

41.7% User

Premium Service Accessibilities

Users voiced concerns regarding the lack of flexibility in shipping options, particularly regarding delivery scheduling and access to premium services like white glove delivery, leading to uncertainties surrounding logistics and service availability.

26.2% User

Premium Service Accessibilities

Users voiced concerns regarding the lack of flexibility in shipping options, particularly regarding delivery scheduling and access to premium services like white glove delivery, leading to uncertainties surrounding logistics and service availability.

26.2% User

User's Quotes

User's Quotes


"The checkout process takes too much time and has too many steps "

"The checkout process takes too much time and has too many steps "

"Assembling furniture can be really challenging,

so I would greatly appreciate a white glove service to handle the setup for me."

"Assembling furniture can be really challenging, so I would greatly appreciate a white glove service to handle the setup for me."

"I prefer to have a few shipping options to choose from so I can pick the one that best fits my schedule and budget."

"I prefer to have a few shipping options to choose from so I can pick the one that best fits my schedule and budget."

User Persona

User Persona

User Persona

Emily Parker

Emily Parker

Emily Parker

Age: 32 years old
Occupation: Marketing Maneger
Location: New York, NY

User Persona

Emily is a busy professional who values both effectiveness and functionality in her home furniture. She is tech-savvy and appreciates a seamless online experience that saves her time.

Emily is a busy professional who values both effectiveness and functionality in her home furniture. She is tech-savvy and appreciates a seamless online experience that saves her time.

Emily is a busy professional who values both effectiveness and functionality in her home furniture. She is tech-savvy and appreciates a seamless online experience that saves her time.

Goal

Due to her busy schedule, Emily values convenient and efficient shopping. She wants to ensure the delivery fits into her casual time so it seamlessly fits her routine. Additionally, a white glove service would be ideal since she isn't skilled at assembling furniture.

Due to her busy schedule, Emily values convenient and efficient shopping. She wants to ensure the delivery fits into her casual time so it seamlessly fits her routine. Additionally, a white glove service would be ideal since

she isn't skilled at assembling furniture.

Due to her busy schedule, Emily values convenient and efficient shopping. She wants to ensure the delivery fits into her casual time so it seamlessly fits her routine. Additionally, a white glove service would be ideal since she isn't skilled at assembling furniture.

Step 2: Ideation and Design

Step 2: Ideation and Design

Approach the problems one by one

Approach the problems one by one

Approach the problems one by one

To efficiently address design issues, I will first list down all the identified problems, then I will proceed to brainstorm the solution for each problem by order. This approach allows me to have a clear priority list on mind, based on their level of importance.

By breaking down the design process in this way, I can ensure the design process works efficient and align the project goals to meets the needs of both project and users.


Problem 1 : Complicated Checkout Process

Problem 1 : Complicated Checkout Process

Problem 1 Solution

Simplified checkout process with clear progress indicator

Simplified checkout process with clear progress indicator

In response, the redesigned version has streamlined the checkout to three steps, significantly improving user experience. Additionally, it incorporates clear progress indicators, offering enhanced flexibility to meet users' diverse needs and ensuring a more intuitive and efficient checkout journey.

In response, the redesigned version has streamlined the checkout to three steps, significantly improving user experience. Additionally, it incorporates clear progress indicators, offering enhanced flexibility to meet users' diverse needs and ensuring a more intuitive and efficient checkout journey.

In response, the redesigned version has streamlined the checkout to three steps, significantly improving user experience. Additionally, it incorporates clear progress indicators, offering enhanced flexibility to meet users' diverse needs and ensuring a more intuitive and efficient checkout journey.

The Three-Step Progress Bar for Enhanced User Experience

The Three-Step Progress Bar for
Enhanced User Experience

The Three-Step Progress Bar for Enhanced User Experience

The three-step progress bar offers a clear visual guide, showing users their current status and remaining steps. Each completed step is marked with a tick, providing a sense of accomplishment. Upon finishing the final step, a celebratory ribbon appears, enhancing user satisfaction by acknowledging the completion of the checkout process.

The three-step progress bar offers a clear visual guide, showing users their current status and remaining steps. Each completed step is marked with a tick, providing a sense of accomplishment. Upon finishing the final step, a celebratory ribbon appears, enhancing user satisfaction by acknowledging the completion of the checkout process.

The three-step progress bar offers a clear visual guide, showing users their current status and remaining steps. Each completed step is marked with a tick, providing a sense of accomplishment. Upon finishing the final step, a celebratory ribbon appears, enhancing user satisfaction by acknowledging the completion of the checkout process.


Problem 2: Delivery Scheduling and Express Shipping Needs

Problem 2: Delivery Scheduling and Express Shipping Needs

A significant user problem identified is the challenge of Delivery Scheduling and Express Shipping Needs. According to our research, 41.7% of users struggle with confirming specific delivery dates or scheduling delivery times, leading to missed deliveries when they're not home. This lack of flexibility is a source of frustration for users, who strongly desire an express delivery shipping option to ensure they receive items at their convenience.

Problem 2 Solution

Problem 2 Solution

Provide Flexible Delivery Options

Provide Flexible Delivery Options

"Missing furniture deliveries because I can't choose a convenient date that fits my schedule is frustrating. I need an option to select a specific delivery date."

"Missing furniture deliveries because I can't choose a convenient date that fits my schedule is frustrating. I need an option to select a specific delivery date."

"Missing furniture deliveries because I can't choose a convenient date that fits my schedule is frustrating. I need an option to select a specific delivery date."

Challenge

Problem 2: Delivery Scheduling & Express Shipping Needs

Approach

Providing users with flexible shipping options, including regular delivery, express delivery, and scheduled delivery, allows them to choose the option that best meets their needs.


As the UIUX designer, I also need to consider how these options will work with the carrier. For instance, designing a delivery instruction chart ensures a successful transaction between both users and the merchant.


The redesign streamlines the checkout process by consolidating personal and shipping details onto a single page, expediting user input.


Users can now effortlessly include delivery instructions, select gift options, and choose services like white glove delivery. The previous complex delivery option chart has been replaced with intuitive, prominently displayed selections such as express and scheduled delivery, enabling quicker and more informed decision-making.


The redesign streamlines the checkout process by consolidating personal and shipping details onto a single page, expediting user input.


Users can now effortlessly include delivery instructions, select gift options, and choose services like white glove delivery.


The previous complex delivery option chart has been replaced with intuitive, prominently displayed selections such as express and scheduled delivery, enabling quicker and more informed decision-making.


Problem 3: Premium Services Accessibility

Problem 3: Premium Services Accessibility

A significant portion, 26.2%, of users raised concerns regarding the inflexibility of shipping options, particularly regarding delivery scheduling and the availability of premium services like white glove delivery. These concerns underscore the broader issue of uncertainties surrounding logistics and service accessibility within the shipping process.

Problem 3 Solution

Problem 3 Solution

Offering white glove delivery service provides a premium solution to enhance customer experience and ensure hassle-free delivery.

Offering white glove delivery service provides a premium solution to enhance customer experience and ensure hassle-free delivery.

Offering white glove delivery service provides a premium solution to enhance customer experience and ensure hassle-free delivery.

Offering white glove delivery service provides a premium solution to enhance customer experience and ensure hassle-free delivery.

Step 4: A/B Testing and Results

Step 4: A/B Testing and Results

Adjust and find the best approach

IMPACT

From optimizing the user journey to streamlining the checkout process, every design decision has been meticulously crafted to deliver tangible business outcomes.


Witness firsthand the exponential growth depicted in the chart—a staggering 52% increase in ''Add to Cart Rates'' over a five-month period.

This remarkable achievement underscores my commitment to driving measurable business success through innovative design practices.


Design Reflection

Design Reflection

As a UI/UX designer, my primary goal was to make the checkout process as easy and efficient as possible. I realized that having too many checkout options could distract users, so I streamlined the process into three steps. This not only simplifies the user experience but also aligns with the business goal of reducing the shopping cart abandonment rate and increasing the conversion rate.


  1. While streamlining the checkout process, I also wanted to provide users with the freedom to choose options that best suit their needs, but in a more organized manner. For instance, I consolidated express checkout options into one card sorting system and allowed users to customize their delivery timeframe within a single, easy-to-use chart. This approach ensures that users have the flexibility they need without feeling overwhelmed.

  2. Beyond the task of increasing the conversion rate, I also aimed to minimize the return rate. To achieve this, I designed an order review chart in the final step of the checkout process. This feature allows users to review and edit their orders before making the final decision, helping to ensure accuracy and reducing the likelihood of returns.

As a UI/UX designer, my primary goal was to make the checkout process as easy and efficient as possible. I realized that having too many checkout options could distract users, so I streamlined the process into three steps. This not only simplifies the user experience but also aligns with the business goal of reducing the shopping cart abandonment rate and increasing the conversion rate.


  1. While streamlining the checkout process, I also wanted to provide users with the freedom to choose options that best suit their needs, but in a more organized manner. For instance, I consolidated express checkout options into one card sorting system and allowed users to customize their delivery timeframe within a single, easy-to-use chart. This approach ensures that users have the flexibility they need without feeling overwhelmed.

  2. Beyond the task of increasing the conversion rate, I also aimed to minimize the return rate. To achieve this, I designed an order review chart in the final step of the checkout process. This feature allows users to review and edit their orders before making the final decision, helping to ensure accuracy and reducing the likelihood of returns.

As a UI/UX designer, my primary goal was to make the checkout process as easy and efficient as possible. I realized that having too many checkout options could distract users, so I streamlined the process into three steps. This not only simplifies the user experience but also aligns with the business goal of reducing the shopping cart abandonment rate and increasing the conversion rate.


  1. While streamlining the checkout process, I also wanted to provide users with the freedom to choose options that best suit their needs, but in a more organized manner. For instance, I consolidated express checkout options into one card sorting system and allowed users to customize their delivery timeframe within a single, easy-to-use chart. This approach ensures that users have the flexibility they need without feeling overwhelmed.

  2. Beyond the task of increasing the conversion rate, I also aimed to minimize the return rate. To achieve this, I designed an order review chart in the final step of the checkout process. This feature allows users to review and edit their orders before making the final decision, helping to ensure accuracy and reducing the likelihood of returns.

As a UI/UX designer, my primary goal was to make the checkout process as easy and efficient as possible. I realized that having too many checkout options could distract users, so I streamlined the process into three steps. This not only simplifies the user experience but also aligns with the business goal of reducing the shopping cart abandonment rate and increasing the conversion rate.


  1. While streamlining the checkout process, I also wanted to provide users with the freedom to choose options that best suit their needs, but in a more organized manner. For instance, I consolidated express checkout options into one card sorting system and allowed users to customize their delivery timeframe within a single, easy-to-use chart. This approach ensures that users have the flexibility they need without feeling overwhelmed.

  2. Beyond the task of increasing the conversion rate, I also aimed to minimize the return rate. To achieve this, I designed an order review chart in the final step of the checkout process. This feature allows users to review and edit their orders before making the final decision, helping to ensure accuracy and reducing the likelihood of returns.


Let’s
Connect

©

Celine Lai

2025

Let’s
Connect

©

Celine Lai

2025

Let’s
Connect

©

Celine Lai

2025

Let’s
Connect

©

Celine Lai

2025