YETI - Reimagined Mini Cart
Overview
Redesigned the Mini-Cart experience which allows customers to shop with more intuitive, premium and on-brand experience. This is live on site for all users.
Problem: Key issues with the old Mini-Cart included oversized UI elements that limited users to digest overwhelming amount of information, inconsistent spatial scaling, high cognitive load, and a lack of established visual hierarchy. These factors led to a cluttered interface and an unnecessarily long scroll path, detracting from a premium user experience.
Solution: I replaced the bulky, high cognitive load components with a refined hierarchy, optimizing the viewport to display critical information more efficiently while eliminating unnecessary scroll depth.
As a UX/UI Designer at YETI, I have been working on variety of site wide projects that consumers experience for the brand. I was in charge of the ideation, design/development specification. Worked closely with developers throughout the build and QA sessions. Worked closely with the Senior Manager UIUX Designer for the advise.
Role: Lead UX/UI Designer
Team: UX/UI Design Manager, UX/UI Team, Digital Product Manager, Development Team
Year: 2024
Project Type: Re-Design, UX/UI Design, Interaction Design, User Centric Design, Animation, Prototyping, User Flow
The Design
As a key contributor to the Checkout Flow Refresh, I led the redesign of the Mini-Cart experience, which is now live site-wide following successful A/B testings. The new Mini Cart now has a modern, minimal aesthetic that aligns with the brand’s premium identity while introducing a new library of scalable components. This included redesigned product tiles across various states—such as in-stock, out-of-stock, and custom orders—complemented by a refined quantity selector and standardized naming conventions. By optimizing the layout to reduce scroll depth and eye strain, I ensured that key information is easily digestible, reduces cognitive load, and calls-to-action are highly prominent.
Since Mini-Cart is such an important part of the checkout flow that allows customers to decide their purchase, we wanted to make this experience best as possible. This project was a great collaboration with the Developers, and Product Managers.
Impact
The new redesigned minicart surely set a standard to the whole site in terms of UI and the user experience is a lot more intuitive. Many other components on site are now becoming more like the new minicart, which is premium and modern.
As we redesigned the minicart, we also redesigned the checkout experience as well. With the newly designed minicart and checkout flow, as a synergy, the Abandon Cart rate went down, and Purchase Session/ Checkout Session went up, meaning customers are not leaving the cart and tend to complete the checkout session, ultimately purchasing the products. It is extremely healthy checkout flow and from then our team has been perfecting the experience even more.
Takeaways
This project was a great collaboration with the Developers, and Product Managers. From the ideation phase to design phase, then to development phase, it was a long journey filled with new learnings and awesome collaboration. While working on this project, we’ve been through countless rounds of QA sessions, and from it, I was able to understand more of what Development Team’s work process. It was also an awesome opportunity for me to improve more of my UX skills as I was working on the user flow and design.