I was part of a project team that optimised the Kennards Hire Ecommerce cart process by implementing a streamlined stepper interface. Through wireframing, prototyping, and user testing, I aimed to enhance user flow, reduce friction points, and drive higher conversion rates. The result was a significant improvement in customer satisfaction and increased business success.
Through regular conversion funnel monitoring and user behavior analysis along the conversion journey, it became apparent that the cart flow had become a bottleneck, preventing users from continuing to payment and booking. Analysis of user recordings, heatmaps, and tracked events revealed that the order of hire details presented in the cart was creating confusion. Poor content and visual hierarchy, along with the absence of consistent status messaging, contributed to user disorientation and drop-off.
A deep dive into user behavior through qualitative and quantitative research methods helped uncover key usability issues within the cart experience.
These insights highlighted the need for a more intuitive and structured cart flow to improve conversion rates and reduce friction in the booking process.
To address the identified issues, the redesign needed to achieve the following:
Improve content and visual hierarchy
Ensure critical booking details are presented in a logical and scannable format.
Enhance guidance and messaging
Introduce clear progress indicators and real-time status updates to reassure users.
Reduce cognitive load
Minimize confusion by restructuring the cart experience into a step-by-step flow.
Increase user confidence
Provide better visibility of hire details and next steps to prevent uncertainty.
The high-fidelity Figma prototype and user flow created to address and test identified UX issues.
Wireframes and prototypes were developed to test solutions. A stepper component was introduced to simplify the booking process, and information hierarchy was refined to improve clarity. User testing, including surveys and unmoderated testing, measured intuitiveness and overall satisfaction, with feedback guiding refinements.
Maze prototype test results.
User testing revealed a significant improvement in clarity and ease of use. Participants found the structured stepper approach more intuitive, with fewer instances of confusion or backtracking. Satisfaction scores increased, and users reported feeling more confident progressing through the booking process.
Desktop and mobile screenshots of the final designed ecommerce cart flow.
Following deployment, post-launch analytics showed an immediate uplift in cart-to-payment conversion rates. Based on user feedback, further refinements were made to optimise the stepper design and booking hierarchy. Ongoing A/B testing continues to enhance the experience and align it with evolving user needs.
I'm currently taking on freelance work and career change opportunities within UX/UI design. Feel free to email me or message me on LinkedIn as I'm always up for a chat.