Global Cart Styling & Features Refresh | Pop Up & In Cart

What: A thoughtful redesign of all aspect of the cart experience (focused on cart, page, with Wishlist & save for later considerations specifically, separate from checkout).

Why: Beyond the Homepage, the topmost visited page/URL across all brands globally is the cart, with over 11M views in the US, and over 20M globally in FY25 YTD. Users spend an average of 1 minute 2 seconds studying the page, vs. 18 second across our homepages (230% more time). The high level of engagement, and limited historical updates made to the experience make it a prime candidate for an overhaul.

Details: With HOKA 2.0 & Ugg 3.0 mainly focused on general site styling & front-end shopping experiences, the evolution of the cart experience has remained largely static and has the opportunity to incorporate not just elevated styling, but act as a powerful tool for add on purchases and communicating other messaging.

One external example on the potential power of an optimized cart experience comes from a DY Case study on On Running, which highlights that their "cart recommendation widget is On’s top-performing personalization experience based on direct revenue per click". While regional teams are leveraging DY to power in cart / cart pop up rec trays today, the UX/ styling limitations impact their capacity to perform optimally. Read more in the link below.

https://www.dynamicyield.com/on-case-study/

Project Scope:

• UX & Usability Research with a focus on mobile experience

  • Thorough analysis of experience for new users (not logged in) as well as logged in users, with the goal of identifying any needed opportunities to personalize messaging

• Mobile first front-end redesign - aimed at elevating the styling of the experience (Image sizing, container padding, defining clear sub sections & best practices for added recommendations trays)

• Specific Site Sections of Focus:

  • Cart Page & HP Cart hover dropdown on desktop, & add to cart pop up experience

  • Wishlist styling & functionality as it relates to the in-cart experience (adding to Wishlist, removing from cart to Wishlist)

Features to Explore:

• Overall Styling

  • H2.0 & Ugg 3.0 Style Refresh

  • Header design and styling (Actually label the page "Your Cart/Bag" - this is currently only labelled for mobile users)

  • Cart contents component styling

    • The Quantity Selector, remove & Wishlist placement

  • Desktop pop up scale, styling and layout

  • Cart icon Styling (Bag vs Cart)

• Recommendations Strategy & Design Ideation: More effective rec tray styling, quick ATC functionality, etc

• Personalization (I.E. Including a name for logged in users, reminders of prior purchases)

• Loyalty considerations & messaging improvements

• Wishlist Functionality & Design: I.E. Move to Wishlist vs "Add to wishlist" which duplicates where an item lives