Rent Cart Redesign
Revolutionizing luxury rentals with a seamless cart experience that increased user engagement by 68%
OVERVIEW
Reebonz's rental cart was transformed from a wishlist to a fully functional checkout system. The redesign introduced multi-item rentals and streamlined date selection, creating a more intuitive rental process for our users.
The results were significant:
a 68% increase in multi-item orders, a 15% reduction in checkout abandonment, and a 30% boost in cart-driven transactions.
MY ROLE
Product Designer
TEAM
1 Product Manager
3 Engineers
2 Analytics
TIMELINE
March 2023 - June 2023
(3 Months)
CONTEXT
Reebonz is a luxury e-commerce platform in Korea offering services to buy, rent, and sell high-end goods. Among its offerings, Rentit provides users the unique option to rent luxury items for 3 to 14 days, offering tailored rental periods to fit their needs. However, Rentit’s cart system operated merely as a wishlist, creating friction for users seeking seamless multi-item rentals.
PROBLEM DISCOVERY
Limited Price Transparency
Only daily rental rates were displayed in the cart.
Final prices, including coupon discounts, were only shown during checkout.
Users had to reach the payment page to see actual costs.
Pages showing only Daily Rates
Checkout displaying Final Prices
A Broken Cart Experience
The cart functioned more as a wishlist without integrated checkout.
Users repeatedly returned to product pages to complete rentals.
Each item required a separate checkout process, increasing user frustration.
As-is Flow
KEY INSIGHT
A Strong Need for
Multi-Item Rentals
By analyzing NPS(Net Promoter Score) surveys and user feedback, we discovered that 61% of users completed multiple item orders within a single day, despite the cumbersome process. This demonstrated strong user intent but also highlighted critical friction points.
An Overly Complex
Purchase Journey
The typical user flow revealed excessive steps:
RESEARCH & HYPOTHESES
Analyzing User Interactions
to Map Out
Pain Points and Opportunities
Using tools like Crazy Egg, Beusable, and Redash, I analyzed user interactions to map out pain points and opportunities:
1
Users struggled with repetitive date selection
and inefficient cart flows.
2
A lack of clear rental details in the cart
contributed to checkout abandonment.
Brainstorming
To gain deeper insights into user needs and pain points, I conducted a structured brainstorming session using the Problem-Users-Benefit-Feature framework. This approach helped us uncover valuable insights across each dimension, clarifying both the core challenges we needed to address and the real value our users were seeking.
User Journey Map
A detailed journey map was created to understand user frustrations during the rental process. By focusing on the 'Decision' stage, we identified critical opportunities to simplify pre-cart and in-cart flows, addressing both user and stakeholder needs.
Hypothesis
Based on research and insights from the journey map, I formulated two hypotheses :
Hypothesis 1
If users are able to directly check out items with preselected rental periods from their cart, the number of orders placed through the cart will increase, and the rental order abandonment rate will decrease.
Hypothesis 2
If users can check out multiple rental items in a single transaction from their cart, it will meet their needs and lead to an increase in daily multi-item orders and cart click-through rates.
PROTOTYPE
Wireframe
PROJECT TASK I
DETAIL
Relocated
the Cart Button
The cart button, originally on the product page, was moved into the calendar.
Users can now add items with their rental period to the cart or proceed to checkout immediately. This change streamlined the checkout process, reducing complexity and allowing users to view and compare rental costs directly from the cart.
DETAIL
Added
a Preselection Feature
for Rental Periods
Users can now preselect rental periods before adding items to the cart. The selected rental duration is automatically applied, allowing users to proceed directly to the checkout stage without additional steps.
PROJECT TASK II
The cart system was updated to support multi-item checkout, allowing users to complete purchases for multiple items at once, significantly simplifying the payment process.
ITERATION
Dynamic Date
Retention
After the initial implementation, user feedback and heatmap analysis revealed a common pattern: many users applied date filters before entering product detail pages. Recognizing this behavior, I optimized the user flow to retain these preselected dates when navigating between pages.
As-is 1Depth(before product detail page) Date Filters Flow
Users had to reselect rental dates for each item, causing frustration and increasing drop-off rates.
Preselected dates were displayed consistently across pages, with updated Call-to-Action (CTA) buttons showing the rental price and providing direct options for "Checkout" or "Cart."
IMPACT
Increased multi-item orders by 68%
Boosted cart-driven transactions by 30%
Improved cart click-through rates by 20%
Reduced checkout abandonment rates by 15%
Multi-Item Orders
Cart-Driven Transactions
Cart Click-Through Rates
Checkout Abandonment Rates
Key Takeaways
1
The Power of User Insights
By listening to user feedback and observing behavior, I pinpointed pain points that were otherwise overlooked.
2
Iterative Improvements Matter
The two-phase implementation underscored the value of revisiting and refining solutions based on post-launch data.
3
Data-Driven Design Drives Results
Small but targeted changes, grounded in research, can lead to measurable business outcomes and significantly enhance user satisfaction.
