Minicart A/B Test
Minicart A/B Test
Minicart A/B Test
Minicart A/B Test
At Pendulum, I redesigned the cart experience with the goal of increasing conversions, encouraging adoption of larger membership plans, and reducing friction in the checkout flow. The new design focused on clarity, visibility of subscription options, and creating a more streamlined, distraction-free purchase path.
At Pendulum, I redesigned the cart experience with the goal of increasing conversions, encouraging adoption of larger membership plans, and reducing friction in the checkout flow. The new design focused on clarity, visibility of subscription options, and creating a more streamlined, distraction-free purchase path.
At Pendulum, I redesigned the cart experience with the goal of increasing conversions, encouraging adoption of larger membership plans, and reducing friction in the checkout flow. The new design focused on clarity, visibility of subscription options, and creating a more streamlined, distraction-free purchase path.
At Pendulum, I redesigned the cart experience with the goal of increasing conversions, encouraging adoption of larger membership plans, and reducing friction in the checkout flow. The new design focused on clarity, visibility of subscription options, and creating a more streamlined, distraction-free purchase path.
My Role
My Role
My Role
I led the design work, collaborating closely with our data analytics team, project manager, and eCommerce manager.
Stakeholders
Key stakeholders included the VPs of Growth, Marketing, Engineering, and the CEO, so we made sure decisions were aligned across the business.
I led the design work, collaborating closely with our data analytics team, project manager, and eCommerce manager.
Stakeholders
Key stakeholders included the VPs of Growth, Marketing, Engineering, and the CEO, so we made sure decisions were aligned across the business.
I led the design work, collaborating closely with our data analytics team, project manager, and eCommerce manager.
Stakeholders
Key stakeholders included the VPs of Growth, Marketing, Engineering, and the CEO, so we made sure decisions were aligned across the business.
I led the design work, collaborating closely with our data analytics team, project manager, and eCommerce manager.
Stakeholders
Key stakeholders included the VPs of Growth, Marketing, Engineering, and the CEO, so we made sure decisions were aligned across the business.
CLIENT
Pendulum Therapeutics
ROLES
Senior Product Designer
ROLES
Product Designer
UI Designer
DURATION
Dec 2024 – Feb 2025
TOOLS
Figma
Context
Context
Context
Context
Pendulum’s cart wasn’t optimized for mobile, making checkout harder for the ~80% of users browsing on smaller screens. The cart also lacked visibility for subscription benefits and upsell opportunities, missing a key moment to increase order value and retention.
Pendulum’s cart wasn’t optimized for mobile, making checkout harder for the ~80% of users browsing on smaller screens. The cart also lacked visibility for subscription benefits and upsell opportunities, missing a key moment to increase order value and retention.
Pendulum’s cart wasn’t optimized for mobile, making checkout harder for the ~80% of users browsing on smaller screens. The cart also lacked visibility for subscription benefits and upsell opportunities, missing a key moment to increase order value and retention.
Pendulum’s cart wasn’t optimized for mobile, making checkout harder for the ~80% of users browsing on smaller screens. The cart also lacked visibility for subscription benefits and upsell opportunities, missing a key moment to increase order value and retention.
Hypotheses
Hypotheses
Hypotheses
Hypotheses
MOBILE OPTIMIZATION
MOBILE OPTIMIZATION
MOBILE OPTIMIZATION
MOBILE OPTIMIZATION
IF 80% of the users are using mobile devices
IF 80% of the users are using mobile devices
IF 80% of the users are using mobile devices
IF 80% of the users are using mobile devices
AND the cart isn't optimized for mobile
AND the cart isn't optimized for mobile
AND the cart isn't optimized for mobile
AND the cart isn't optimized for mobile
THEN we may be losing customers because of a bad design structure
THEN we may be losing customers because of a bad design structure
THEN we may be losing customers because of a bad design structure
THEN we may be losing customers because of a bad design structure
PERSONALIZED UPSELL MODULE
PERSONALIZED UPSELL MODULE
PERSONALIZED UPSELL MODULE
PERSONALIZED UPSELL MODULE
IF the cart doesn't have an upsell module tailored to their experience
IF the cart doesn't have an upsell module tailored to their experience
IF the cart doesn't have an upsell module tailored to their experience
IF the cart doesn't have an upsell module tailored to their experience
THEN we're losing the opportunity of pushing more product and increasing revenue per order
THEN we're losing the opportunity of pushing more product and increasing revenue per order
THEN we're losing the opportunity of pushing more product and increasing revenue per order
THEN we're losing the opportunity of pushing more product and increasing revenue per order
PRICE-RELATED IMPROVEMENTS
PRICE-RELATED IMPROVEMENTS
PRICE-RELATED IMPROVEMENTS
PRICE-RELATED IMPROVEMENTS
IF the users don't understand the benefits of subscribing
IF the users don't understand the benefits of subscribing
IF the users don't understand the benefits of subscribing
IF the users don't understand the benefits of subscribing
AND the cart is where buyers pause and reassess their decision
AND the cart is where buyers pause and reassess their decision
AND the cart is where buyers pause and reassess their decision
AND the cart is where buyers pause and reassess their decision
THEN we should take this opportunity to push for subscriptions so the cart works as a conversion lever
THEN we should take this opportunity to push for subscriptions so the cart works as a conversion lever
THEN we should take this opportunity to push for subscriptions so the cart works as a conversion lever
THEN we should take this opportunity to push for subscriptions so the cart works as a conversion lever
Design Goals
Design Goals
Design Goals
Design Goals
Clarity: Clear hierarchy and messaging
Clarity: Clear hierarchy and messaging
Clarity: Clear hierarchy and messaging
Clarity: Clear hierarchy and messaging
Visibility: Highlight subscription upgrade options
Visibility: Highlight subscription upgrade options
Visibility: Highlight subscription upgrade options
Visibility: Highlight subscription upgrade options
Ease: Streamlined actions to reduce friction
Ease: Streamlined actions to reduce friction
Ease: Streamlined actions to reduce friction
Ease: Streamlined actions to reduce friction
The Process
The Process
The Process
The Process
Mapped user pain points – Identified friction in the old cart: confusing price display, lack of hierarchy, and too much scrolling on mobile.
Mapped user pain points – Identified friction in the old cart: confusing price display, lack of hierarchy, and too much scrolling on mobile.
Mapped user pain points – Identified friction in the old cart: confusing price display, lack of hierarchy, and too much scrolling on mobile.
Mapped user pain points – Identified friction in the old cart: confusing price display, lack of hierarchy, and too much scrolling on mobile.
Redesigned hierarchy – Simplified layout so users saw essential info first: product, price, savings, and actions.
Redesigned hierarchy – Simplified layout so users saw essential info first: product, price, savings, and actions.
Redesigned hierarchy – Simplified layout so users saw essential info first: product, price, savings, and actions.
Redesigned hierarchy – Simplified layout so users saw essential info first: product, price, savings, and actions.
Subscription visibility – Made savings and upgrades more noticeable without overwhelming users.
Subscription visibility – Made savings and upgrades more noticeable without overwhelming users.
Subscription visibility – Made savings and upgrades more noticeable without overwhelming users.
Subscription visibility – Made savings and upgrades more noticeable without overwhelming users.
Mobile-first approach – Prioritized above-the-fold clarity with a sticky checkout area and digestible content.
Mobile-first approach – Prioritized above-the-fold clarity with a sticky checkout area and digestible content.
Mobile-first approach – Prioritized above-the-fold clarity with a sticky checkout area and digestible content.
Mobile-first approach – Prioritized above-the-fold clarity with a sticky checkout area and digestible content.
Throughout the process, I collaborated closely with product managers, developers, and the Growth team to align on goals and validate design choices. This ensured the mini-cart redesign balanced user needs with business priorities and set us up to measure clear results.
Throughout the process, I collaborated closely with product managers, developers, and the Growth team to align on goals and validate design choices. This ensured the mini-cart redesign balanced user needs with business priorities and set us up to measure clear results.
Throughout the process, I collaborated closely with product managers, developers, and the Growth team to align on goals and validate design choices. This ensured the mini-cart redesign balanced user needs with business priorities and set us up to measure clear results.
Throughout the process, I collaborated closely with product managers, developers, and the Growth team to align on goals and validate design choices. This ensured the mini-cart redesign balanced user needs with business priorities and set us up to measure clear results.
The Redesign
The Redesign
The Redesign
The Redesign
The new mini-cart focused on clarity and speed. I simplified the hierarchy, highlighted subscription savings, and streamlined actions so users could check out quickly and confidently, especially on mobile.
The new mini-cart focused on clarity and speed. I simplified the hierarchy, highlighted subscription savings, and streamlined actions so users could check out quickly and confidently, especially on mobile.
The new mini-cart focused on clarity and speed. I simplified the hierarchy, highlighted subscription savings, and streamlined actions so users could check out quickly and confidently, especially on mobile.
The new mini-cart focused on clarity and speed. I simplified the hierarchy, highlighted subscription savings, and streamlined actions so users could check out quickly and confidently, especially on mobile.
Empty cart
• Start shopping CTA
• Upsell module with bestsellers
Empty cart
• Start shopping CTA
• Upsell module with bestsellers
Empty cart
• Start shopping CTA
• Upsell module with bestsellers
Empty cart
• Start shopping CTA
• Upsell module with bestsellers
Cart with items
• Subscription incentive CTA
• Upsell module to bundle
• Sticky subtotal + Checkout CTA
• HSA/FSA message
Cart with items
• Subscription incentive CTA
• Upsell module to bundle
• Sticky subtotal + Checkout CTA
• HSA/FSA message
Cart with items
• Subscription incentive CTA
• Upsell module to bundle
• Sticky subtotal + Checkout CTA
• HSA/FSA message
Cart with items
• Subscription incentive CTA
• Upsell module to bundle
• Sticky subtotal + Checkout CTA
• HSA/FSA message
A/B Testing
A/B Testing
A/B Testing
A/B Testing
I partnered with PMs, developers, and data partners to ensure the redesign was testable and scalable. A/B testing then confirmed its impact on conversion, subscription adoption, and order value.
I partnered with PMs, developers, and data partners to ensure the redesign was testable and scalable. A/B testing then confirmed its impact on conversion, subscription adoption, and order value.
I partnered with PMs, developers, and data partners to ensure the redesign was testable and scalable. A/B testing then confirmed its impact on conversion, subscription adoption, and order value.
I partnered with PMs, developers, and data partners to ensure the redesign was testable and scalable. A/B testing then confirmed its impact on conversion, subscription adoption, and order value.
Control:
Old cart
Variation:
New cart
Control: Old cart
Control: Old cart
Variation: New cart
Variation: New cart
Results
Results
Results
Results
+4.37% lift in revenue per order
+4.37% lift in revenue per order
+4.37% lift in revenue per order
+4.37% lift in revenue per order
+19% increase in adoption of larger membership plans
+19% increase in adoption of larger membership plans
+19% increase in adoption of larger membership plans
+19% increase in adoption of larger membership plans
Lower abandoned cart rate with clearer info up front
Lower abandoned cart rate with clearer info up front
Lower abandoned cart rate with clearer info up front
Lower abandoned cart rate with clearer info up front
Takeaways
Takeaways
Takeaways
Takeaways
Small, testable changes can deliver outsized business results.
Small, testable changes can deliver outsized business results.
Small, testable changes can deliver outsized business results.
Small, testable changes can deliver outsized business results.
Cross-functional collaboration (design, data, PMs) was key.
Cross-functional collaboration (design, data, PMs) was key.
Cross-functional collaboration (design, data, PMs) was key.
Cross-functional collaboration (design, data, PMs) was key.
Optimizing funnel bottlenecks had a direct impact on growth.
Optimizing funnel bottlenecks had a direct impact on growth.
Optimizing funnel bottlenecks had a direct impact on growth.
Optimizing funnel bottlenecks had a direct impact on growth.
User value: Easier decisions, confidence in savings, and less frustration.
User value: Easier decisions, confidence in savings, and less frustration.
User value
Easier decisions, confidence in savings, and less frustration.
User value
Easier decisions, confidence in savings, and less frustration.
Business value: Measurable growth through higher conversions and stronger retention.
Business value: Measurable growth through higher conversions and stronger retention.
Business value
Measurable growth through higher conversions and stronger retention.
Business value
Measurable growth through higher conversions and stronger retention.