The Home Depot - Save for Later
UX Strategy | UX/UI Design
Our team identified that significant revenue was being lost by users removing items from their cart. Because of the vast products available on the e-commerce site, it was difficult to find that item again after removing it. As the UX Designer on the project I led the strategy and delivery of designs to implement.
- The Home Depot
- E-Commerce
- UX Strategy & Design
The Problem
Data showed that it took an average of 4.7 product page views or 5.4 product listing page views to add one item to cart. Because of the length of the journey, if a user removed an item from their cart, it significantly reduced the likelihood that they would re-add that item or make a purchase.
of users remove an item from their cart
worth of items are removed from carts annually
To begin the project, I conducted a holistic competitive analysis to understand what the typical “Save for Later” experience was on other e-commerce sites. This helped determine placement, content, and the interaction with the feature.
A prototype of the save for later experience was created with inVision App and tested with 10 users on UserTesing.com. Overall the feedback was that the experience felt very familiar and the functionality worked as expected. Users were surprised that this functionality didn’t already exist since users expect it while shopping online.
The Impact
of authenticated carts save an item for later
of visits with an item saved for later added an item back to cart
of people that save an item for later add it back to cart in the same session
of incremental revenue expected each year
