Redesigning the cart editing process for e-commerce platform
to enhance UX by providing faster and clearer flow.
OVERVIEW
VK Market is an e-commerce platform operated by VKontakte (VK), a popular social media network with over 500 million registered users worldwide. It serves as a marketplace where users can buy and sell a wide range of products, connecting buyers and sellers within the VK community.
DURATION
2 weeks
GOAL
Redesign the Cart in order to enhance user experience by providing fast and clear flow, so users can more easily navigate through the app.
MY ROLE
UX/UI Designer
How might we reduce user drop-offs at the checkout stage, boost the number of completed transactions, and increase the average value of each order?
Identifying the Critical Problems
Started research with a heuristic evaluation of the current app design, focusing on the user flow for adding items to the Cart.
Conducted a competitor analysis by evaluating 27 apps, identifying the best design patterns for strategic implemention to enhance UX of VK Market.
Validated my assumptions by conducting user testing with 5 respondents.
Each store has its own Cart,
so it is impossible to place
an order in several stores at once.
In order to remove only one item from the store, you need to go from the general Cart of all stores to the Cart with this item.
Impossible to add items from the Cart to Favorites.
Cannot enter the store’s promo code to display the updated total in the Cart.
The color and size of the item in the Cart are not specified.
If the item has price on sale,
the Cart does not specify how much the price is reduced
Redesigning the cart editing process for e-commerce platform to enhance UX by providing faster and clearer flow.
OVERVIEW
VK Market is an e-commerce platform operated by VKontakte (VK), a popular social media network with over 500 million registered users worldwide. It serves as a marketplace where users can buy and sell a wide range of products, connecting buyers and sellers within the VK community.
DURATION
2 weeks
GOAL
Redesign the Cart in order to enhance user experience by providing fast and clear flow, so users can more easily navigate through the app.
MY ROLE
UX/UI Designer
How might we reduce user drop-offs at the checkout stage, boost the number of completed transactions, and increase the average value of each order?
Identifying the Critical Problems
Started research with a heuristic evaluation of the current app design, focusing on the user flow for adding items to the Cart.
Conducted a competitor analysis by evaluating 27 apps, identifying the best design patterns for strategic implemention to enhance UX of VK Market.
Validated my assumptions by conducting user testing with 5 respondents.
Each store has its own Cart,
so it is impossible to place
an order in several stores at once.
In order to remove only one item from the store, you need to go from the general Cart of all stores to the Cart with this item.
Impossible to add items from the Cart to Favorites.
Cannot enter the store’s promo code to display the updated total in the Cart.
The color and size of the item in the Cart are not specified.
If the item has price on sale,
the Cart does not specify how much the price is reduced
Each store has its own Cart, so it is impossible to place an order in several stores at once.
In order to remove only one item from the store, you need to go from the general Cart of all stores to the Cart with this item.
If the item has price on sale, the Cart does not specify how much the price is reduced
The color and size of the item in the Cart are not specified.
Impossible to add items from the Cart to Favorites.
Cannot enter the store’s promo code to display the updated total in the Cart.
Conducted a competitor analysis by evaluating 27 apps, identifying the best design patterns for strategic implemention to enhance UX of VK Market.
Validated my assumptions by conducting user testing with 5 respondents.
New Design with the JTBD Approach
Change the quantity of items in the Cart
JOB STORY
When I view the Cart, I want the ability to easily modify the quantity of selected items, so I can ensure I order the desired number of products.
The button indicating
and changing the quantity of items in the Cart is changed.
Add item to Favorites from the Cart
JOB STORY
When I want to add items from my Cart to my Favorites, I want the ability to add them with a single click or tap, so I can efficiently build and maintain
a personalized collection of desired products.
The option to add products directly to Favorites from the Cart has been added.
Remove item from the Cart
JOB STORY
When I view the Cart, I want the ability to remove individual items from different stores, so I can refine my purchase selection and only proceed with the items
I truly want.
When I remove an item from the Cart, I want a clear and intuitive way to do it,
so I can avoid any accidental removals and have confidence in my ability
to manage my Cart effectively without confusion or frustration.
When I remove an item from my Cart, I want to receive a confirmation message that the item has been successfully removed, so I can have peace of mind knowing that my Cart has been updated accordingly.
The removal of the item from
the Cart became more obvious
by adding the icon button directly to the card in the Cart.
Enter the store's promo code in the Cart
JOB STORY
When I view the Cart, I want the option to enter a store's promo code,
so I can see the updated total based on the discount.
When I view the Cart, I want the option to enter a store's promo code,
so I can experience a sense of exclusivity and access promotional discounts
not available to the general public.
When I have a promo code for a specific store, I want a designated area
in my Cart where I can easily enter the code, so I can promptly activate
the discount and confirm the updated total price for my order.
Now it is possible to enter
a promo code of the store.
The item's new price and the total cost will immediately appear
in the Cart.
Updating the Design System
As a basis, I used current design system by VK, while also creating new components that were not previously present.
Results
Testing of the updated app design showed that all respondents made the transition to placing orders from multiple stores 170% faster. This could potentially impact several metrics: the conversion rate could increase, the average customer lifetime value might increase, and we might see a decrease in the churn rate.
Other Works
Redesigning the cart editing process for e-commerce platform to enhance UX by providing faster and clearer flow.
OVERVIEW
VK Market is an e-commerce platform operated by VKontakte (VK), a popular social media network with over 500 million registered users worldwide. It serves as a marketplace where users can buy and sell a wide range of products, connecting buyers and sellers within the VK community.
DURATION
2 weeks
GOAL
Redesign the Cart in order to enhance user experience by providing fast and clear flow, so users can more easily navigate through the app.
MY ROLE
UX/UI Designer
How might we reduce user drop-offs at the checkout stage, boost the number of completed transactions, and increase the average value of each order?
Identifying the Critical Problems
Started research with a heuristic evaluation of the current app design, focusing on the user flow for adding items to the Cart.
Conducted a competitor analysis by evaluating 27 apps, identifying the best design patterns for strategic implemention to enhance UX of VK Market.
Validated my assumptions by conducting user testing with 5 respondents.
Each store has its own Cart, so it is impossible to place an order in several stores at once.
In order to remove only one item from the store, you need to go from the general Cart of all stores to the Cart with this item.
Impossible to add items from the Cart to Favorites.
Cannot enter the store’s promo code to display the updated total in the Cart.
The color and size of the item in the Cart are not specified.
If the item has price on sale, the Cart does not specify how much the price is reduced
New Design with the JTBD Approach
Change the quantity
of items in the Cart
JOB STORY
When I view the Cart, I want the ability to easily modify the quantity of selected items, so I can ensure I order the desired number of products.
The button indicating and changing the quantity of items in the Cart is changed.
Add item to Favorites
from the Cart
JOB STORY
When I want to add items from my Cart
to my Favorites, I want the ability to add them
with a single click or tap, so I can efficiently build and maintain a personalized collection of desired products.
The option to add products directly to Favorites from the Cart has been added.
Remove item from the Cart
JOB STORY
When I view the Cart, I want the ability to remove individual items from different stores, so I can refine
my purchase selection and only proceed with the items
I truly want.
When I remove an item from the Cart, I want a clear
and intuitive way to do it, so I can avoid any accidental removals and have confidence in my ability to manage
my Cart effectively without confusion or frustration.
When I remove an item from my Cart, I want to receive
a confirmation message that the item has been successfully removed, so I can have peace of mind knowing that my Cart has been updated accordingly.
The removal of the item from
the Cart became more obvious by adding the icon button directly to the card in the Cart.
Enter the store's promo code
in the Cart
JOB STORY
When I view the Cart, I want the option to enter a store's promo code, so I can see the updated total based on
the discount.
When I view the Cart, I want the option to enter a store's promo code, so I can experience a sense of exclusivity and access promotional discounts not available
to the general public.
When I have a promo code for a specific store, I want
a designated area in my Cart where I can easily enter
the code, so I can promptly activate the discount and confirm the updated total price for my order.
Now it is possible to enter a promo code of the store. The item's new price and the total cost will immediately appear in the Cart.
Updating the Design System
As a basis, I used current design system by VK, while also creating new components that were not previously present.
Results
Testing of the updated app design showed that all respondents made the transition to placing orders from multiple stores 170% faster. This could potentially impact several metrics: the conversion rate could increase, the average customer lifetime value might increase, and we might see a decrease in the churn rate.
Other Works
Redesigning the cart editing process for e-commerce platform to enhance UX by providing faster and clearer flow.
OVERVIEW
VK Market is an e-commerce platform operated by VKontakte (VK), a popular social media network with over 500 million registered users worldwide. It serves as a marketplace where users can buy and sell a wide range of products, connecting buyers and sellers within the VK community.
DURATION
2 weeks
GOAL
Redesign the Cart in order to enhance user experience by providing fast and clear flow, so users can more easily navigate through the app.
MY ROLE
UX/UI Designer
How might we reduce user drop-offs at the checkout stage, boost the number of completed transactions, and increase the average value of each order?
New Design
with the JTBD
Approach
Change the quantity
of items in the Cart
JOB STORY
When I view the Cart, I want the ability to easily modify the quantity of selected items, so I can ensure I order the desired number of products.
The button indicating and changing the quantity of items in the Cart is changed.
Add item to Favorites
from the Cart
JOB STORY
When I want to add items from my Cart
to my Favorites, I want the ability to add them with a single click or tap, so I can efficiently build and maintain a personalized collection
of desired products.
The option to add products directly to Favorites from the Cart has been added.
Remove item
from the Cart
JOB STORY
When I view the Cart, I want the ability to remove individual items from different stores,
so I can refine my purchase selection and only proceed with the items I truly want.
When I remove an item from the Cart, I want
a clear and intuitive way to do it, so I can avoid any accidental removals and have confidence
in my ability to manage my Cart effectively without confusion or frustration.
When I remove an item from my Cart, I want
to receive a confirmation message that the item has been successfully removed, so I can have peace of mind knowing that my Cart has been updated accordingly.
The removal of the item from the Cart became more obvious by adding the icon button directly to the card in the Cart.
Enter the store's
promo code in the Cart
JOB STORY
When I view the Cart, I want the option to enter a store's promo code, so I can see the updated total based on the discount.
When I view the Cart, I want the option to enter a store's promo code, so I can experience
a sense of exclusivity and access promotional discounts not available to the general public.
When I have a promo code for a specific store,
I want a designated area in my Cart where I can easily enter the code, so I can promptly activate
the discount and confirm the updated total price for my order.
Now it is possible to enter
a promo code of the store.
The item's new price and
the total cost will immediately appear in the Cart.
Other Works
Updating
the Design System
As a basis, I used current design system by VK, while also creating new components that were not previously present.
Results
Testing of the updated app design showed that all respondents made the transition to placing orders from multiple stores 170% faster. This could potentially impact several metrics: the conversion rate could increase, the average customer lifetime value might increase, and we might see a decrease in the churn rate.
Redesigning the cart editing process for e-commerce platform to enhance UX by providing faster and clearer flow.
OVERVIEW
VK Market is an e-commerce platform operated by VKontakte (VK), a popular social media network with over 500 million registered users worldwide. It serves as a marketplace where users can buy and sell a wide range of products, connecting buyers and sellers within the VK community.
DURATION
2 weeks
GOAL
Redesign the Cart in order to enhance user experience by providing fast and clear flow, so users can more easily navigate through the app.
MY ROLE
UX/UI Designer
How might we reduce user drop-offs at the checkout stage, boost the number of completed transactions, and increase the average value of each order?
Identifying the Critical Problems
Conducted a competitor analysis by evaluating 27 apps, identifying the best design patterns for strategic implemention to enhance UX of VK Market.
Validated my assumptions by conducting user testing with 5 respondents.
Each store has its own Cart, so it is impossible to place an order in several stores at once.
In order to remove only one item from the store, you need to go from the general Cart of all stores to the Cart with this item.
Impossible to add items from the Cart to Favorites.
Cannot enter the store’s promo code to display the updated total in the Cart.
The color and size of the item in the Cart are not specified.
If the item has price on sale, the Cart does not specify how much the price is reduced
Started research with a heuristic evaluation of the current app design, focusing on the user flow for adding items to the Cart.
New Design with the JTBD Approach
Change the quantity of items
in the Cart
JOB STORY
When I view the Cart, I want the ability to easily modify the quantity of selected items, so I can ensure I order the desired number of products.
The button indicating
and changing the quantity of items in the Cart is changed.
Add item to Favorites from the Cart
JOB STORY
When I want to add items from my Cart to my Favorites, I want the ability to add them with a single click or tap, so I can efficiently build and maintain
a personalized collection of desired products.
The option to add products directly to Favorites from the Cart has been added.
Remove item from the Cart
JOB STORY
When I view the Cart, I want the ability to remove individual items from different stores, so I can refine my purchase selection and only proceed with the items
I truly want.
When I remove an item from the Cart, I want a clear and intuitive way to do it,
so I can avoid any accidental removals and have confidence in my ability
to manage my Cart effectively without confusion or frustration.
When I remove an item from my Cart, I want to receive a confirmation message that the item has been successfully removed, so I can have peace of mind knowing that my Cart has been updated accordingly.
The removal of the item from
the Cart became more obvious
by adding the icon button directly to the card in the Cart.
Enter the store's promo code
in the Cart
JOB STORY
When I view the Cart, I want the option to enter a store's promo code,
so I can see the updated total based on the discount.
When I view the Cart, I want the option to enter a store's promo code,
so I can experience a sense of exclusivity and access promotional discounts
not available to the general public.
When I have a promo code for a specific store, I want a designated area
in my Cart where I can easily enter the code, so I can promptly activate
the discount and confirm the updated total price for my order.
Now it is possible to enter
a promo code of the store.
The item's new price and the total cost will immediately appear
in the Cart.
Updating the Design System
As a basis, I used current design system by VK, while also creating new components that were not previously present.
Results
Testing of the updated app design showed that all respondents made the transition to placing orders from multiple stores 170% faster. This could potentially impact several metrics: the conversion rate could increase, the average customer lifetime value might increase, and we might see a decrease in the churn rate.
Other Works
New Design with the JTBD Approach
Change the quantity of items in the Cart
JOB STORY
When I view the Cart, I want the ability to easily modify the quantity of selected items, so I can ensure I order the desired number of products.
The button indicating
and changing the quantity of items in the Cart is changed.
Add item to Favorites from the Cart
JOB STORY
When I want to add items from my Cart to my Favorites, I want the ability to add them with a single click or tap, so I can efficiently build and maintain
a personalized collection of desired products.
The option to add products directly to Favorites from the Cart has been added.
Remove item from the Cart
JOB STORY
When I view the Cart, I want the ability to remove individual items from different stores, so I can refine my purchase selection and only proceed with the items
I truly want.
When I remove an item from the Cart, I want a clear and intuitive way to do it,
so I can avoid any accidental removals and have confidence in my ability
to manage my Cart effectively without confusion or frustration.
When I remove an item from my Cart, I want to receive a confirmation message that the item has been successfully removed, so I can have peace of mind knowing that my Cart has been updated accordingly.
The removal of the item from
the Cart became more obvious
by adding the icon button directly to the card in the Cart.
Enter the store's promo code in the Cart
JOB STORY
When I view the Cart, I want the option to enter a store's promo code,
so I can see the updated total based on the discount.
When I view the Cart, I want the option to enter a store's promo code,
so I can experience a sense of exclusivity and access promotional discounts
not available to the general public.
When I have a promo code for a specific store, I want a designated area
in my Cart where I can easily enter the code, so I can promptly activate
the discount and confirm the updated total price for my order.
Now it is possible to enter
a promo code of the store.
The item's new price and the total cost will immediately appear
in the Cart.
Updating the Design System
As a basis, I used current design system by VK, while also creating new components that were not previously present.
Results
Testing of the updated app design showed that all respondents made the transition to placing orders from multiple stores 170% faster. This could potentially impact several metrics: the conversion rate could increase, the average customer lifetime value might increase, and we might see a decrease in the churn rate.
Other Works
Redesigning the cart editing process for e-commerce platform
to enhance UX by providing faster and clearer flow.
OVERVIEW
VK Market is an e-commerce platform operated by VKontakte (VK), a popular social media network with over 500 million registered users worldwide. It serves as a marketplace where users can buy and sell a wide range of products, connecting buyers and sellers within the VK community.
DURATION
2 weeks
GOAL
Redesign the Cart in order to enhance user experience by providing fast and clear flow, so users can more easily navigate through the app.
MY ROLE
UX/UI Designer
How might we reduce user drop-offs at the checkout stage, boost the number of completed transactions, and increase the average value of each order?
Identifying the Critical Problems
Started research with a heuristic evaluation of the current app design, focusing on the user flow for adding items to the Cart.
Conducted a competitor analysis by evaluating 27 apps, identifying the best design patterns for strategic implemention to enhance UX of VK Market.
Validated my assumptions by conducting user testing with 5 respondents.
Each store has its own Cart,
so it is impossible to place
an order in several stores at once.
In order to remove only one item from the store, you need to go from the general Cart of all stores to the Cart with this item.
Impossible to add items from the Cart to Favorites.
Cannot enter the store’s promo code to display the updated total in the Cart.
The color and size of the item in the Cart are not specified.
If the item has price on sale,
the Cart does not specify how much the price is reduced
The current user flow with completed analysis (click here to explore).
New Design with the JTBD Approach
Change the quantity of items in the Cart
JOB STORY
When I view the Cart, I want the ability to easily modify the quantity of selected items, so I can ensure I order the desired number of products.
The button indicating
and changing the quantity of items in the Cart is changed.
Add item to Favorites from the Cart
JOB STORY
When I want to add items from my Cart to my Favorites, I want the ability to add them with a single click or tap, so I can efficiently build and maintain
a personalized collection of desired products.
The option to add products directly to Favorites from the Cart has been added.
Remove item from the Cart
JOB STORY
When I view the Cart, I want the ability to remove individual items from different stores, so I can refine my purchase selection and only proceed with the items
I truly want.
When I remove an item from the Cart, I want a clear and intuitive way to do it,
so I can avoid any accidental removals and have confidence in my ability
to manage my Cart effectively without confusion or frustration.
When I remove an item from my Cart, I want to receive a confirmation message that the item has been successfully removed, so I can have peace of mind knowing that my Cart has been updated accordingly.
The removal of the item from
the Cart became more obvious
by adding the icon button directly to the card in the Cart.
Enter the store's promo code in the Cart
JOB STORY
When I view the Cart, I want the option to enter a store's promo code,
so I can see the updated total based on the discount.
When I view the Cart, I want the option to enter a store's promo code,
so I can experience a sense of exclusivity and access promotional discounts
not available to the general public.
When I have a promo code for a specific store, I want a designated area
in my Cart where I can easily enter the code, so I can promptly activate
the discount and confirm the updated total price for my order.
Now it is possible to enter
a promo code of the store.
The item's new price and the total cost will immediately appear
in the Cart.
Updating the Design System
As a basis, I used current design system by VK, while also creating new components that were not previously present.
Results
Testing of the updated app design showed that all respondents made the transition to placing orders from multiple stores 170% faster. This could potentially impact several metrics: the conversion rate could increase, the average customer lifetime value might increase, and we might see a decrease in the churn rate.
Other Works
Started research with a heuristic evaluation of the current app design, focusing on the user flow for adding items to the Cart.
Identifying
the Critical Problems