Flash Cart

Upon the company acquiring Flash Cart from a previous developer, my primary objective was to conduct a thorough audit of the app's usability and pinpoint areas for enhancement. Following this audit, I conducted a comparative analysis with other offerings in the market to uncover potential growth opportunities. Utilizing insights from user interviews with agency stakeholders, I identified key zones of interest and proceeded to initiate a comprehensive redesign.

SERVICES

Usability audit, competitive audit, user interviews and ux redesign .

SECTOR

Shopify Apps and Theme Development

YEAR

2023-2024

About

Flash Cart is a highly customizable slide-out cart with cross-sells & add-ons for a better AOV & user experience

The Challenge

When stepping into an app developed by others, you inherit a legacy codebase and must navigate through previous design decisions. Flash Cart posed this common challenge, requiring incremental improvements without a complete redesign.

Our Strategy:

  1. Conducted 15 user interviews with agency decision-makers to gauge industry priorities.

  2. Performed an app audit to pinpoint usability issues.

  3. Conducted a comparative analysis of 5-10 major cart customization apps.

  4. Designed a series of iterative changes for the app.

Introduction script for the user interviews.

Zoom In: Digging into the main topic in detail.

Zoom Out: A set of broad questions to understand their existing mental models and context outside of the main focus area.

Zoom In-In: Gathering specific feedback on themes and the purchase process.

Zoom Out: Closing with more general questions and providing a last opportunity to provide feedback with the subject fresh in their minds."

The Comparative Analysis

During the competitive audit, I concentrated on the overall app experience and setup, not just the cart functionality. Previous research had already tackled functionality aspects, so I utilized that data. Customer reviews emphasized crucial points that aligned with this focus:

  1. Customer Service

  2. Minimal impact on theme code and site performance

  3. Fulfilling its intended purpose

  4. Easy setup

  5. Enhancing AOV and conversions - an area with potential for improvement if executed well and user-friendly.

Breakdown of the subjects covered in the analysis.

List of competitors reviewed and competitors from other categories assessed.

Summary of my findings organized into three groups: (1) What the merchants want, (2) Where there are opportunities, and (3) Where we stand out.

Example of a review slide.

Determining the features with most value to be designed first.

After concluding the research phase, I consolidated our findings to pinpoint areas requiring immediate attention.

While Flash Cart boasts an above-average design, its segmented onboarding and ambiguous business rules pose significant challenges. The setup process lacks the visual aids found in competing apps, adding complexity.

Moreover, Flash Cart's streamlined design, although commendable, lacks the robust features that would incentivize merchants to prefer it over alternatives. This disparity in functionality diminishes its competitive edge and potential appeal to merchants.

Setting the priorities for the update.

Creation of a dashboard and a new cross-sells feature.

An updated cross-sell feature with bulk-edit capabilities, streamlining tasks for merchants managing numerous SKUs. We've also revamped page structures and naming conventions for enhanced usability and ease of navigation.

Product pages now offer merchants a user-friendly drag-and-drop feature for effortless reordering of cross-sells.

Creating placeholders to support merchants during the set-up of features.

During the initial setup, these placeholders would be visible to merchants and could be easily dismissed by them.

A new discount feature highly requested by merchants.

Designing a discount feature with various styles offered to merchants based on their needs, error states, and color schemes for each.

An intuitive dashboard offering users a comprehensive overview of available features, along with quick-access tutorials for seamless setup.

Bulk add modal.

To simplify the onboarding process in the Theme Editor, we implemented placeholders to guide merchants and prevent them from getting lost.

 
2024 + User Research + Interviews

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