E-comm cart & checkout redesign increased purchase conversion rate by 34%.
The Cricut e-commerce site had low purchase conversion rates and was losing sales to channel retailers like Amazon and Michaels, who offered enticing promotions and a streamlined buying experience.
The checkout redesign was a focused effort to increase purchase conversion and repeat sales on Cricut.com. With a tailored UX solution, the result was immediate business impact and value to customers.
Role
Lead UX designer – in close collaboration with D2C business partners, Development, QA teams.​
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Heuristic evaluation of existing experience
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Stakeholder communication for buy-in and support
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Interaction and behavioral design of the new system
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Detailed prototyping and deliverables for all screens
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Design System consulting on new component library
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Implementation support with the development teams
Impact
The new Cart & Checkout has increased:​
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Purchase conversion by 34% in the first year
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Users completing the flow successfully
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Direct shopping on Cricut.com (not channel retailers)
Long-term benefits unlocked:
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Returning user flow is optimized for fast checkout
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More placements for upsells and subscriptions
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UX implemented follows conventional patterns
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New Design System for Cricut.com and web properties
This project was designed and developed at Cricut, a public company empowering over 8 million members worldwide. At the forefront of DIY design and personalization, Cricut offers innovative hardware and software to transform artistic visions into reality.
Goal 1
Follow UX best practices to improve usability and ease of purchase.
Goal 2
Deliver a reliable shopping experience on par with channel retailers to retain customers.
Goal 3
Optimize the experience for mobile purchasing so users can shop from anywhere.
Goal 4
Support promotional marketing efforts to encourage shopping on Cricut.com.
Getting started with a detailed audit
Data showed users browsing for products but abandoning their carts and finishing purchases elsewhere indicating poor usability.
I audited the existing checkout experience, and provided recommendations of relevant best practices to implement.
Users were price comparing across sites
User research revealed that customers searched for 'better deals' after browsing on the Cricut site. They were also checking out on sites with reliable mobile experiences. To compete, I designed an optimized mobile-first experience, with minimal text input and an accordion layout.
In the new UX, final prices, cost savings, and promo codes are prominently displayed to support price comparison.​​
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1. Surfacing the Promo Code in proximity to the Summary Box enables users to clearly see final prices early in the flow.​
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2. Displaying prices, discounts, and total savings in the Cart and Checkout gives users confidence in the total price as they compare across sites.
Optimal shopping for returning customers
All user types were carefully considered in the design. New and returning users, subscribers, and non-subscribers – each flow was intentionally designed.
1. To optimize checkout conversion, the experience retains returning user's information to make their next purchase seamless.
This is on par with with channel competitor Amazon's checkout experience and is best practice for mobile checkout UX.
New UI component library to serve as the foundation of a new design system
The existing checkout was constructed with old or borrowed components and there was no dedicated library available to work with.
​During the finalization of the desired UX and behavioral design for the new Checkout, I worked closely with a UI designer to create a component library with all the pieces to support the new checkout experience across multiple devices.
This component library served as the foundation for a larger design system library for Cricut.com.
Detailed UX prototypes for streamlined development
Interactive prototypes were essential for providing developers and stakeholders with a visual representation of how the dynamic accordion layout should behave when implemented.
It was the most effective method for conveying detailed behavioral specifications for the new user experience.
​The prototypes I developed using the new UI components served as the primary documentation for the development and QA team members I collaborated with on this project.
Immediate impact for purchase conversion rate and checkout completion after launch
The checkout redesign was successful and resulted in a significant 34% increase in conversion rate, with 64% of users who entered the checkout completing their purchase.
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The clear and reliable experience implemented was on par with channel retailers, which reduced the user behavior of shopping elsewhere.
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The new UX led to a decrease in cart abandonment and an increase in marketing promotion effectiveness on the site.​
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The intentional UI improved usability resulted in lower drop-offs between the steps of the checkout process.
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The mobile checkout enabled users to shop easily and reliably from anywhere.
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Communication of discounts and savings upstream gave users the confidence that they were getting a good price on Cricut.com.
🩷 Thanks for reading! This is a detailed project, drop me a line if you'd like to hear more about it.