NuWave Precision Induction Cooktop Upsell Cart Redesign
Overview.
Project scope.
NuWave used upsell carts before the final checkout. This allowed for a higher average sale at checkout. My project was to redesign the user flow of the checkout process, and also work with the copywriter to update content for carts.
Tools.
Adobe Photoshop
My role.
I was the lead Product Designer on this project. I worked directly with the web developer, copy writer, project manager, and marketing assistant.
Audience.
Our data showed that our demographics were people over the age of 50, using an older version of Internet Explorer, and mostly male.
The Process
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Challenges:
This was a one-week turnaround project with not a lot of direction
The team did not have a web developer that was familiar with responsive websitesHad to use existing creative assets
No time for thorough research
Unique requirements for the customers’ demographic -
Parameters:
My direction was to update our upsell cart process because we saw a decline in the average sales. In the previous design we used a lot of isolated images removing our product from a real-world situation. In the new design I used the existing product photography from a lifestyle photoshoot the company had organized previously. I also adjusted the location of the CTA’s and changed the user flow.
I worked with the copywriter to create content that felt a little more personal to the customer. I moved all the important content further above the “above the fold line” to reduce scrolling.
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Outcome:
The new design performed really well and we noticed an increase in sales as soon as we launched it. We A/B split tested the carts to see how the new design performed against the old design. There was a significant increase in sales, which lead the manager to approve my design across all product upsell carts. There was no mobile version for this design because the old design was still performing really well in mobile, so the manager opted to keep the design until sales decreased.