At Boost Mobile, our e-commerce cart and checkout experience presented a significant opportunity for improvement. Users were encountering friction within the existing flow, leading to measurable cart abandonment rates that impacted digital sales. The strategic integration of discount displays was also suboptimal, and the overall user journey through the checkout process needed a comprehensive overhaul to enhance clarity, convenience, and ultimately, conversion. Addressing these pain points was critical to improving our core business objective of driving digital sales growth and optimizing the customer purchasing journey.
My task involved spearheading the end-to-end UX strategy and redesign of Boost Mobile's e-commerce cart and checkout experience. The primary goals were to integrate discount and coupon displays seamlessly and to significantly optimize the user flow. A key challenge was to not just visually update the experience, but to strategically streamline the entire purchase path to reduce cart abandonment and improve overall usability. This project aimed to directly enhance our digital sales performance by making the final steps of the customer journey as intuitive and efficient as possible.
As the Lead Designer for Shop/Buy Design, I introduced an end-to-end Product strategy specifically for the e-commerce cart and checkout redesign. My process focused on integrating discount/coupon displays and meticulously optimizing the user flow. This wasn't merely a visual update; it was a strategic effort to enhance the core purchasing journey. I leveraged extensive user research, including usability testing, A/B testing, and sentiment analysis, to validate design hypotheses, uncover specific user pain points within the existing flow, and iteratively refine solutions. My work involved translating high-level business objectives into impactful product design, ensuring the new experience was not only user-friendly but also aligned with our conversion goals.
The redesign of the e-commerce cart and checkout experience yielded significant, measurable improvements for Boost Mobile. This strategic effort resulted in a measurable 8% reduction in cart abandonment, directly impacting our digital sales performance. Furthermore, the enhanced user flow and clarity led to a notable 6 point improvement to our System Usability Scale (SUS) score, indicating a substantial increase in user satisfaction and ease of use. These outcomes underscore the success of optimizing critical digital sales funnels and directly contributed to Boost Mobile's core business objectives.
