Ankorstore
Increase reorder GMV
Year: 2023-24 | Client: Ankorstore | Industry: Retail & wholesale
Retailers faced significant friction when reordering products. As one retailer expressed:
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
Tools: Figma, Miro, Sigma
Deliverables: UX research, Usability testing, Strategy & design, Information architecture, UX & UI design.
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 DesignerTools: 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
- 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
- Brand Highlights on Homepage:
- 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
- Increased Efficiency:
- Reduced the average reorder time from 21 minutes to just 3 minutes.
- Shortened the reorder cycle from 60 days to 40 days.
- Improved User Behavior:
- Retailers seamlessly adapted to the new features, using the Reorder Tab and Brand Highlights to discover new products and brands.
- 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
01-PROJECT
My Role: Staff Product Designer
Tools: Figma, Miro, Sigma
Deliverables: UX research, Usability testing, Strategy & design, Information architecture, UX & UI design.
User Insights:
Interviews revealed that large cart users experienced frustration with load times and interface complexity, often abandoning carts due to delays.
Data Analysis:
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.
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 timesRelease 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