Ankorstore


Increase reorder GMV


Year: 2023-24 | Client: Ankorstore | Industry: Retail & wholesale


User Painpoint


Retailers faced significant friction when reordering products. As one retailer expressed:
"It takes a really long time to find the products that I ordered. When I need to look for a product, I check my Excel file, copy-paste the info like name, EAN number, and search for it, repeating the process over and over."


Business Need


Reordering represented a substantial growth opportunity, as 80% of retailers' spending was allocated to reorder items. To capitalize on this potential, the objective was clear: create a seamless and efficient reordering experience, minimizing the time and effort required for retailers to place repeat orders.



01-PROJECT

Simplifying Reorders for Retailers

ROLE

My Role: Staff Product Designer
Tools: Figma, Miro, Sigma
Deliverables: UX research, Usability testing, Strategy & design, Information architecture, UX & UI design.


02-Reserach

User interviews & analysis






03-Solution

Designing a frictionless reordering experience


Goal 1: Simplify Reordering of Past Purchases

STRATEGY
  1. One-Click Reorder:
    Introduced a Reorder Button next to each completed order in the "Orders" tab. This allowed retailers to instantly reorder previous purchases with a single click, eliminating the need for manual searches and entry.




Dedicated Reorder Tab:

A dedicated Reorder Tab was added to the main menu. This feature allowed retailers to browse brands and products they had previously purchased. From this tab, retailers could:
  • Select items
  • Adjust quantities
  • Explore new products from the same brands
  • Complete checkout seamlessly, all without leaving the tab






Goal 2: Encourage Exploration of New and Dormant Brands

STRATEGY
  1. Brand Highlights on Homepage:
  2. A new Brand Highlight section showcased brands that retailers had previously ordered from. This feature:
    • Reminded retailers of brands they hadn’t ordered from in a while.
    • Presented a curated selection of products from those brands, ensuring consistent visibility and engagement.






04-Outcomes

Transforming the Reordering Process

  1. Increased Efficiency:
    • Reduced the average reorder time from 21 minutes to just 3 minutes.
    • Shortened the reorder cycle from 60 days to 40 days.
  2. Improved User Behavior:
    • Retailers seamlessly adapted to the new features, using the Reorder Tab and Brand Highlights to discover new products and brands.
  3. Business Growth:
    • Reordering became a major growth driver, boosting Average Order Values (AOV) and reducing bypass rates.
    • Achieved an 18% year-over-year improvement in Q3 2024 bypass rates.

By addressing key pain points and delivering a focused, user-friendly experience, the reordering features significantly enhanced retailer satisfaction and drove measurable business impact.









Increase Cart to checkout CVR

Year: 2023 | Client: Ankorstore | Industry: Retail & wholesale

User Painpoint


Quote from a user “It can take a long time to load when entering and also when updating. I have left it many times due to taking too long to update. Large carts are lagging, not made for retailers that want to build assortments ”


Business Need


There’s is a huge potential in improvements in Cart loading delays stemmed from complex validations. UX lacked hierarchy, causing issues with 20 brands in the cart used as a wishlist, complicating scrolling and edits. The "Saved for Later" feature's placement and checkout restrictions amplified usability challenges.



01-PROJECT


Reimagine Cart. The North star metric was to increase the cart to checkout conversion rate (CVR) by 10%

ROLE


My Role: Staff Product Designer
Tools: Figma, Miro, Sigma 
Deliverables: UX research, Usability testing, Strategy & design, Information architecture, UX & UI design.



02-Research

User Insights:

Interviews revealed that large cart users experienced frustration with load times and interface complexity, often abandoning carts due to delays.

Data Analysis:

  • Load times for big carts reached up to 80 seconds, far exceeding acceptable limits.
  • Users frequently misused the cart as a wishlist, leading to performance bottlenecks.

Competitive Benchmarking:

Reviewed leading e-commerce platforms to identify best practices for cart performance and usability.

Business alignment:

Collaborated with stakeholders to align on key requirements, including credit limit display, flexible checkout, and improved recommendations. 

Align with other teams for JTBD (Jobs to Be Done):

Alignment with all the other teams who have features existing on cart to understand planned jobs for coming quaters and understand the impact.







03-Step by step Process

Problem identification & requiremnt profiling:

After consolidating insights from user research, analytics, and stakeholder inputs, we created a detailed qualifications profile to align user needs with business goals.

Redesigning information hierarchy:

Simplified interface to highlight essential actions (e.g., checkout, save for later).
Grouped items logically to improve overall navigation for large carts.
Key UI improvements
  • Moved calculations to the checkout step to streamline loading without increasing the drop off rate.
  • Introduced clear, expandable content with a messaging system for cart updates.
  • Visualized brand baskets as accordions for easier navigation.
  • Moved “Saved for Later” to a drawer, reducing load times.
  • Removed unnecessary details to declutter the interface.

Optimizing performance:

Introduced a new Cart API to ensure sub-second load times.
Streamlined backend processes for faster data handling.

Usability testing & validation:

Iteratively tested the new design to ensure clarity and efficiency.
Collected user feedback for continuous improvement.

Gradual rollout:

Release 1 - Transition design with new api and improved loading times
Release 2- New design rolled out to 50% for A/B test and measured performance



04-Outcome

Performance gains:

  • Cart loading times improved by 300%, drastically enhancing user experience.

Conversion boost:

  • Cart-to-checkout conversion rates increased by 15%.

Business impact:

  • AOV and daily cart-to-order rates saw significant growth, driven by a faster, more intuitive cart.
  • Retailers appreciated the functional and flexible design, empowering them to build assortments effortlessly

Enablement for new features:
  • Selected checkout for select and buy specific brands.
  • Product recommendations to help meet minimum order values and aid with checkout
  • Push for buy now pay later infomartion to help with buying descision