A streamlined shopping experience
Creating a more straightforward cart edit and shopping experience.
Role
Lead Product Designer
Team
1 PM, web and app dev teams
Timeline
Nov 2025
Over 50% of support calls from web customers originate from confusion over cart and checkout
The lack of essential features, including missing coupon and tax estimation fields, limited payment flexibility, underperforming address validation, among others, played a critical role in conversion and satisfaction.
A redesign of the cart and checkout experience was needed to improve cost visibility, and enable seamless order completion.
Unexpected friction: "Edit Cart Item" took customers to the "Add a Line" page
This created an unexpected point of friction. Customers were trying to edit an existing line in their cart, but the interface presented options as if they were adding a brand-new line. Some users eventually worked through the mismatch, realizing the screen was mislabeled. Others weren’t as confident—faced with uncertainty, they abandoned their carts altogether.
Working backwards
I divided this project into two parts: the cart & checkout screens, and the edit cart items flow, starting with the edit functionalities.
What if we gave customers the flexibility to adjust everything within a line — device, plan, and beyond — in one place?
Each line in the cart was made up of a device and a plan, but our experience only allowed customers to edit one of those pieces at a time. If they needed to change both, they had to edit the device, return to the cart, then repeat the entire process again for the plan. This back-and-forth added unnecessary steps, and ultimately slowed customers down on their path to purchase.
A faster path to completing purchase
Instead of bouncing back and forth to the cart after every small change, customers could now refine their choices until they were satisfied, then return to the cart only once, on their own terms.
