User Story:

As a User, I need the ability to easily continue my shopping journey after adding an item/items to my cart.

The Problem:

For the User, any time they clicked an “Add to Cart” CTA, they were immediately directed to their Cart which was causing frustration as many were still in the process of shopping. There was also no current way for the User to see products that were related to and/or frequently purchased with products that were being selected.

The Solution:

Create a “Continue Shopping” experience for our Users where they are still receiving feedback that their selections were successfully made and added to their cart while also making it easy for them to find relevant products and continue their online shopping experience with us.

Challenges to Consider Along the Way:

While we wanted to enhance the User’s experience and provide them with relevant suggestions based off of the selections they had made to add to their cart, due to the complexity of our product catalog — this proved to be quite a challenge. Our Users are making product selections based off of very specific product or system level I/O needs and specifications. One product page can have 100+ models to choose from with differences between models being limited to a single specification or being as complex as having multiple specification variations, a wide price range and different functionality. However, our customer facing product taxonomy ends at the product level so we do not have model pages in our shopping path to direct Users to. In talking through the needs of the User and the Business with the various E-commerce Product Owners, we were able to define and refine the requirements for product recommendations to be at either the product level or category level, dependent upon which type of product(s) they added to their cart. 

Another consideration that had to be made was in regards to how we would display the review of the User’s selections. Due to the configurability of our hardware products and the fact that Users could add multiple part numbers at a time, if a User was adding and configuring hardware as part of their purchase, we had in our current shopping experience, a review step prior to adding the selections to the cart. This review of selections was necessary to incorporate into the new “Continue Shopping” experience to give our Users confidence that the selections they worked so meticulously to make were correctly added to their cart.

We explored directing Users to a new page as well as having a modal appear on the same page as the “Add to Cart” CTA. But again, due to our product catalog complexity and the need to, in some instances, display a review of multiple part numbers/selections, directing the User to a new page made the most sense for our requirements and User’s needs. 

The Result:

We designed and built a new “Continue Shopping” page for the User. After clicking “Add to Cart”, the User would be directed to a page that included a review of their selections, and options to view their cart, continue shopping, begin to build a system, or view products that are related to the selections the User had just made.

What’s Next?:

We are woking on a large scale, company wide project that will enable us to have more personalization based off of data in regards to our User’s past purchases, page views, etc. that will over time allow us to make better, more targeted product recommendations to our Users and further enhance this experience.

Samples of Work and Process:

You can view my Axure file and see the iterations that were explored in the project.

Final Designs

Role:

UX & UI Design

Medium:

Desktop

Methodology:

• Stakeholder Interviews

• Competitive Analysis

• User Flows

• Sketching

• Medium Fidelity Wireframes

Tools:

• Axure

• Whiteboard Sketching

• Jira

Duration:

• 2 months