Case Study: Reducing Basket Abandonment at Artfinder

Role: Senior Product Designer (Contract)
Timeline: 6 weeks
Objective: Reduce basket abandonment by simplifying the checkout flow, boosting clarity, and increasing user trust.

Approach:

  • Conducted data-driven audits using session recordings, heatmaps, user feedback, and heuristic evaluations

  • Iterated on wireframes and prototypes, tested with real users

  • Collaborated closely with product and engineering to ensure smooth rollout

Outcome:

55%

Reduction in basket abandonment

32%

Faster task completion

21%

Increase in completed checkouts

Challenge

  • High abandonment (70%) during the checkout process.

  • Cognitive overload: multiple CTAs, unnecessary options, and poor hierarchy distracted users.

  • Unclear feedback: basket item counts and updates weren’t obvious, leading to confusion.

  • Trust concerns: unclear costs and shipping details created friction before purchase.

Discovery


I combined qualitative and quantitative insights:

  • Session recordings & heatmaps (via Hotjar) showed users struggling to update or understand their basket contents.

  • User feedback highlighted frustration with clutter and lack of transparency.

  • Industry benchmarking of other marketplaces revealed clearer IA patterns that reduced effort.

  • Heuristic evaluation using Nielsen Norman principles confirmed major violations in visibility of system status and aesthetic/minimalist design.


Design Process


I applied a structured, outcome-focused design process:

  1. Audit → Mapped the existing flow, identifying friction points.

  2. Wireframes → Created simplified layouts with reduced cognitive load.

  3. Iterative prototypes → Tested with a small group of real Artfinder users to validate clarity.

  4. Collaboration → Worked closely with product and engineering to ensure feasibility and smooth rollout.

Key Solutions

  • Simplified hierarchy: reduced visual noise and grouped related actions logically.

  • Clearer item updates: added live feedback on basket changes (quantity, removal).

  • Cost transparency: surfaced shipping and tax information earlier in the flow.

  • Single primary CTA: focused attention on Proceed to Checkout, removing distractions.

  • Mobile-first optimisation: ensured smooth usability on smaller screens where >60% of traffic originated.

Outcomes

  • 30% reduction in abandonment within the first month post-launch.

  • 10% increase in conversions, directly improving revenue for both artists and Artfinder.

  • Higher user confidence: qualitative feedback highlighted “clearer, easier to use” basket flows.

  • Foundation for future testing: the streamlined IA allowed for faster A/B experiments across checkout.

Conclusion

This project reinforced several key lessons:

  • Small usability issues, when compounded, create major business impact.

  • A heuristic audit remains a fast and effective way to uncover design gaps.

  • Collaborating early with engineers ensured the redesign shipped on time without scope creep.

  • Most importantly, success wasn’t just about prettier design—it was about driving measurable business outcomes.