Snapfish Cart Experience
Designing a new cart & checkout experience for a new platform
When we launched our new cart experience, Snapfish was celebrating its 16th year of custom, in-demand printing for consumers. What started as photo printing expanded into custom cards, books, canvas prints, and more, and an expanding product lineup demanded a new production platform. The cart and checkout experience my team redesigned was the first part of our new platform to launch. We focused on making the purchase process fun and frictionless.
Easy upsells at the point of sale
Our new platform allowed us to expand our product lineup, and it also provided new upsell opportunities. Our top-selling categories like cards and books could now be purchased with high-quality materials, like thicker cardstock and premium finishes. These new features increased average order value across categories. Pre-cart upsell screen shown here.
A clutter-free cart
With an eye toward the best customer experience, I kept copy to a minimum so that the user’s order, shipping details, and order costs were crystal clear. At each part of the flow, the primary action can be completed without scrolling. Shipping details shown here.
Surprise & delight for more sales
Some retailers hide their promo code box as a bait and switch. I successfully lobbied to place it prominently in the cart, below the order summary. This reduced customer service complaints and abandoned carts. I also reworded legal disclaimer copy below the coupon code box to match the brand’s playful, conversational tone. Final cart screen before checkout shown here.
A clear CTA raises AOV
In the checkout flow, customers are asked to provide billing and payment information. With an easy, three-step progress bar at the top, I focused our final checkout screen on a clear call-to-action “Place Order.” Together, the updates I made with my team, increased average order value, reduced abandoned carts (meaning leaving without purchasing), and reduced customer service calls and emails.