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 control


  • Cognitive 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