Within the agile framework at Discount Tire, I took on a task from a Senior UI/UX designer as we neared the end of the sprint. As a UI/UX expert, my focus extended beyond aesthetics to strategically optimize user engagement, streamline the checkout process, and drive a significant increase in conversion rates.
Discount Tire sought to examine a pronounced decrease in conversions, initiating an inquiry into the fundamental causes behind the decline in converting users.
AB Testing Team
Sen UI/UX Designer
Figma
Analytics
Benchmarking
Design Proposals
Cart Abandonment Rate
Conversion Rate
Average Order Value (AOV)
User Engagement Metrics
UI/UX Designer • Competitive Analysis
2 days
Competitive analysis evaluates rivals for strategic insights, helping refine our offerings based on market positioning, product comparisons, and customer feedback.
<aside> <img src="/icons/shopping-cart_blue.svg" alt="/icons/shopping-cart_blue.svg" width="40px" /> Report for Cart Benchmarking →
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A clear call to action above the fold is crucial to ensure users progress to the checkout level in their journey. We iterated several times until we landed on a final design after reviewing designs with the entire UX design team.
Placing a call-to-action button above the fold is crucial for immediate user engagement, ensuring quick visibility and encouraging prompt interaction without the need for scrolling.
Highlighting free services is crucial for clarity and user satisfaction, ensuring that users readily recognize and appreciate added value, leading to a more informed and positive shopping experience.
Previously, our users were engaged in endless scrolling to review their carts, but the implementation of a two-column approach alleviates this significant pain point by providing ample white space and strategically presenting key information.
Variant 01 - Closed
Variant 01 - Open
Variant 02 - Closed with full-width vehicle info bar
Variant 02 - Open with full-width vehicle info bar
For the final concept, I drew inspiration from torn receipt edges for a unique review section, added colored columns for quick scrutiny of totals, savings, and fees, and incorporated a concept from another designer for distinct highlighting of free services. I also dropped the vehicle info as our competitors do not display this info.
Colored row line items for quick review
Every product will now feature service callouts, allowing users to immediately see the benefits of each item.
A visual UI element depicting a cut receipt at the bottom of your cart for an extra touch.
Crafting Exceptional User Experiences.
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