Rent Cart Redesign
When the Cart Wasn’t a Cart
How reframing checkout drove a +100% increase in multi-item orders
OVERVIEW
Rentit is the rental service of Reebonz. Its cart was originally built as a static wishlist, not a functional checkout step. This project transformed it into a dynamic bundling system that redefined how users move from browsing to checkout.
The impact:
Multi-item rentals: +100%
Average items per order: +30%
Checkout abandonment: –15%
MY ROLE
Product Designer
TEAM
1 Product Manager
1 Product Designer
3 Engineers
2 Analytics
TIMELINE
Feb 2023 - Jun 2023
(4 Months)
PROBLEM
Although 86% of orders were single items, data revealed this was a system failure, not user intent. 61% of multi-item customers were forced to place separate orders because the system blocked bundling.
Why the old system failed?
01. Fragmented Flow
Before Flow
Users were trapped in a loop: Add → Pay → Repeat.
02. Hidden Pricing
Pages showing only Daily Rates
Total costs were invisible until the very last step.
03. No Bundling Logic
The system couldn't calculate overlapping dates for multiple items.
SOLUTION
Redesigned the flow
to support "Dates-First" logic
I restructured the architecture so users define when they want to rent before committing to what they rent.
Key Structural Changes
01. Smart action placement
Placing the "Add to Cart" action inside the calendar ensures users commit to a rental period first. This validates dates upfront and prevents downstream logic errors.
02. Upfront transparency
With dates anchored early, final prices are calculated and displayed immediately. This builds trust and removes the price shock that previously occurred at checkout.
03. Seamless bundling
Checkout displaying Final Prices
Once the rental window is established, users can naturally stack multiple items with overlapping dates into a single, cohesive transaction.
IMPACT
By transforming the cart into a dynamic booking engine, we proved that the low multi-item rate was a system failure, not a lack of user intent.
Multi-item Rentals
Average Items per Order
Checkout Abandonment Rates
KEY TAKEAWAYS
Redesigning the Experience,
Not Just the Cart
Restructuring the underlying logic (Retail vs. Rental) was necessary to unlock the interface's potential.
Smarter Systems
Over Smoother Flows
Aligning the system with the user's mental model ("Booking" instead of "Shopping") was the key to changing behavior.
You May Also Like
