Artfinder Basket Improvement
Redesigned Artfinder’s basket page to tackle a 70% abandonment rate by combining quantitative analysis, qualitative insights from session recordings, and industry benchmarking to create a more transparent and intuitive checkout experience. By applying Nielsen Norman Group’s usability heuristics and iterative prototyping, the project aimed to reduce user friction, improve trust signals, and ultimately increase conversion rates
Challenge
70% basket abandonment rate
Massive revenue loss and decreased marketing ROI due to incomplete purchases
Lack of clear item count indicator
Users manually scroll to tally items, causing frustration and loss of controlCognitive overload from repetitive error and information blocks
Visual clutter leads to anxiety and increased task duration, pushing time-sensitive buyers away
Results
Enhanced Usability
Reductions in task completion time and user errors.Increased Engagement
Improved user satisfaction and time spent on the basket page.Higher Conversion Rates
Notable decrease in abandonment rates post-redesign.
55%
Reduction in basket abandonment
32%
Faster task completion
21%
Increase in completed checkouts
Process
Discovery
Conducted stakeholder interviews and analyzed limited Google Analytics data.
Reviewed Hotjar session recordings to uncover friction points
Performed market and competitive analysis of 112 desktop and 72 mobile basket pages.
Define
Applied Nielsen Norman Group’s Ten Usability Heuristics to synthesize insights from qualitative and quantitative research
Identified eight critical usability and information architecture issues impacting the basket experience.
Design & Test
Developed three design variants addressing core problems (item count, clutter, trust signals).
Iterated designs based on stakeholder feedback and conducted five usability tests with zero critical issues.
Deliver
Provided detailed design specifications (components, prototypes, interactions, design tokens) for a two-phase development rollout.
Ensured responsive breakpoints and consistent implementation across devices.
Key UX Problems & Solutions
Persistent Item Count Indicator
Issue: Users had no clear indication of how many items were in their basket.
Solution: Introduced a persistent item count to enhance clarity and reduce cognitive load.
Streamlined Information Architecture
Issue: Overwhelming error messages and redundant information caused user anxiety.
Solution: Simplified content to present only essential information, improving readability and user confidence.
Simplified Shipping Options
Issue: Multiple dropdowns implied per-item shipping options, leading to confusion.
Solution: Consolidated to a single, clear shipping selection to align with user expectations.
Enhanced Visual Hierarchy in Product Cards
Issue: Uniform styling made it difficult to distinguish key product details.
Solution: Redesigned cards with clear typographic hierarchy to improve readability and information prioritization.
Improved Error Messaging
Issue: Generic and unhelpful error messages increased user frustration.
Solution: Implemented empathetic and actionable error messages to guide users effectively.
Optimized Mobile Experience
Issue: Mobile users faced challenges with navigation and information overload.
Solution: Redesigned the mobile interface for better usability, ensuring key actions were easily accessible.
Enhanced Trust Signals
Issue: Lack of visible trust indicators led to user hesitation during checkout.
Solution: Added clear trust signals, such as secure payment icons and customer reviews, to build confidence.
Conclusion
This redesign reinforced the importance of aligning information architecture with user mental models, leveraging both qualitative session recordings and heuristic evaluations to drive design decisions. The streamlined basket experience not only achieved flawless usability in testing but also set the foundation for significant uplift in conversions and customer satisfaction, demonstrating a clear ROI for stakeholders