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Seamlessly redefining shopping convenience with enhanced cart visibility, quick checkout, and user-friendly guidance.
The Publix app has prioritized enhancing its shopping cart experience to align with user expectations, aiming for streamlined checkout processes and maintaining consistency throughout the app.
End-to-end Lead Designer, collaborating with the Publix’s App team
Oct 2023 – Dec 2023
App – Ui/UX – Design system
The Publix app currently grapples with the challenge of the cart being visually difficult to spot at first glance. Motivated by this observation, I delved deeper into the shopping cart experience within the Publix app and found other improvements that would greatly enhance the user experience of the Publix app.
Cart must be easy to spot at a glance on all tabs for a seamless user experience.
customers encounter hurdles accessing the cart until items are added or during checkout, impacting navigation efficiency.
Emphasis on secondary tab utilization in the bottom navigation may confuse users expecting primary features.
The multipurpose use of the shopping bag icon for both cart and online shopping creates ambiguity, risking user misunderstanding.
With the empty cart state leading users to a dead end, there’s an opportunity to explore what Publix has to offer.
In Phase One of prioritizing the cart within the Publix app, the team successfully devised a solution that not only made the cart more prominent but also updated and enhanced the overall cart experience.
With the current issues, our approach involves analyzing previous research, studying competitors, brainstorming, and user testing to craft the best design solution.
Conducted a comprehensive review of various competitors across multiple industries, focusing on their cart experiences and other key features.
Crafted three design iterations that refined and enhanced the cart experience, preparing them for user testing.
Conducted user testing sessions with 54 participants to evaluate the cart experience.
Utilizing analytical insights gleaned from our proficient analytics team regarding the usage of bottom navigation in our production environment, I transitioned my focus to explore cart placement and overall cart experience across various ecommerce platforms.
Walmart’s app offers a smooth shopping experience with easy browsing, personalized recommendations, and hassle-free checkout.
TikTok’s shopping experience stands out for its dynamic integration within the app’s engaging videos.
Users can effortlessly discover, purchase, and add items to their cart through shoppable posts and live shopping events.
The empty cart features additional navigational tabs to keep users engaged on the screen.
Amazon’s cart experience stands out for its seamless integration, userfriendly design, and convenient access to saved items, ensuring
efficiency and ease of use across platforms.
Following a comprehensive competitive analysis, I developed three distinct design iterations focusing on cart placement, both empty and with items added, alongside additional screens. This approach vividly depicts the comprehensive cart experience, aiding in conveying my designs to the team.
Upon completion of the ideation phase, I closely collaborated with our dedicated team researcher to conduct A/B/C testing. Engaging a diverse pool of over 54 participants through usertesting.com, our tests predominantly revolved around evaluating time on task and the new payment location.
Participants had no issues finding the new location of PAY
Participants didn’t spend any longer finding the new PAY location compared to the current location
85% of participants advocate for a tutorial upon launch to acquaint customers with new locations.
75% noted that “cart” is associated with groceries, while quick service apps use “bag” or “order”. This causes confusion as Publix app doesn’t support grocery orders.
In light of our comprehensive research findings, we have successfully identified pivotal insights that have paved the way for the conceptualization and implementation of significant features. These features are poised to not only optimize but truly elevate the entire cart experience within the Publix app.
The cart is now conveniently located in the bottom navigation, ensuring easy access and allowing users to stay informed about their selected items.
Quick-link upgrades will feature four banners and a ‘Pay’ option, with the remaining space dedicated to displaying top analytics of customers’ purchases from the past four months.
Upon initial viewing of the home screen, customers will be greeted with a tutorial tooltip directing them to the new ‘Pay’ location.
The cart’s empty state now shows categories and weekly specials, offering customers more exploration options.
This feature is currently in development with the publix app team. With ongoing research and design efforts with the Publix organization, we have laid the groundwork for a phase two of development of Publix application. This next phase will introduce key features aimed at significantly enhancing app navigation.
