UX/UI Design • Illustration
Problem: iFixit's cart abandonment conversion efforts were suffering from a lack of branding, creativity, and motivational messaging.
Solution: Create a an experience for users to feel exceptionally catered to and guide them back to complete their purchase.
Tools Used: Figma, Illustrator
Background
iFixit's cart abandonment conversion efforts were almost non-existent, using a default design template delivered with an automated message. It was pretty obvious we were losing potential revenue. As a result, we made this project priority one and explored the most friendly and creative approach. To fully understand the problem we were trying to solve, we started with identifying the user scenario and optimal outcome.
User Scenario
We landed on a user scenario that was straightforward and simple and made an effort to identify potential pain points and opportunities to connect with the user. Step 3-6 proved to be the meat of the entire experience. Avoid pressuring or bothering the user became a top priority. When it came down to sketching out ideas, I thought this called for a cute illustration.
Gentle and Purposeful
Being mindful of how these types of emails can be perceived, we were careful not to come off as invasive. The simple illustration takes the front seat to strike an emotional chord while being supported by a preview of the cart's contents. The gentle messaging and purposeful design choices kind of make you feel bad for the lonely lil' cart.
Conclusion
Our efforts proved to be hugely successful. Cart abandonment conversions went from 2%-4% during our A/B testing. When shipped, we saw a gradual increase to 6% conversions over the month.