Shaw Persistent & Perpetual Cart

Lead UX Designer, Shaw Communications Inc.

Background: The goal was to provide users that had abandoned the purchase flow a simple way to return to their cart.

Approach: First, I created a high-level, "blue sky" approach in order to identify the ideal final state.

To identify current industry standards I performed a comparative review. I reviewed Shaw's only competitor with a persistent and perpetual cart as well as top e-commerce sites.

Comparative Review

I identified the strengths, weaknesses and opportunities throughout the purchase flows to inform Shaw’s ideal design. Based on industry standards and Shaw's requirements I explored various user flows and interactions. I brainstormed and reviewed different approaches with colleagues and continually refined the design.

Flow and Interaction Design

After aligning on the robust solution with the stakeholders, I designed a simplified cart in order to first assess engagement. Once released we planned to monitor and optimize the design as needed before continuing to refine and implement the robust solution.

Simplified Cart In Production