Guilherme Ulbriki ・Product Designer

Saving sales recovering cart in E-commerce

Product Designer・3 weeks of project・2023

App Store

4.8

Google Play

4.7

An e-commerce platform

GETTING STARTED

Yampi is a B2C e-commerce platform that allows businesses to create their own online store or integrate Yampi’s checkout into their existing operations to sell online.

In e-commerce, it is common for customers to abandon their purchase during the checkout process. They reach the checkout page but leave before completing the transaction. When this happens, it is recorded as an abandoned cart.

An e-commerce platform

GETTING STARTED

Yampi is a B2C e-commerce platform that allows businesses to create their own online store or integrate Yampi’s checkout into their existing operations to sell online.

The challenge

GOALS

People who work in e-commerce often contact customers who abandoned their purchases in an attempt to recover those sales. In previous interviews with our users, we learned that this process is very time-consuming and requires significant manual effort. Our two goals were:

The challenge

GOALS

01

Improve the experience of contacting customers who abandoned their carts.

02

Increase the conversion rate of abandoned carts into completed purchases.

A market perspective

LEARNING WITH OTHERS

However, abandoned carts are not a problem specific to Yampi. They are an issue that affects the entire e-commerce ecosystem.

I started with desk research to understand how others have approached this problem. What do we already know about abandoned carts? What are the main reasons customers abandon their purchases? These were some of the questions that guided me during this initial phase.

A market perspective

LEARNING WITH OTHERS

However, abandoned carts are not a problem specific to Yampi. They are an issue that affects the entire e-commerce ecosystem.

High shipping costs and limited payment methods were the most common reasons — In many cases, shipping was slow or the payment methods customers wanted were not available.

Messages must match the context of the abandonment — Automated messages are only effective when they align with the customer’s reason for leaving.

Talking with users

+800 RESPONSES

Although this is not a problem specific to Yampi, it is important to understand how it affects Yampi and its users, since the impact can vary depending on the context.

Talking with users

+800 RESPONSES

Although this is not a problem specific to Yampi, it is important to understand how it affects Yampi and its users, since the impact can vary depending on the context.

To gather this information, I sent a survey to users asking how they currently contact their customers and what that process looks like. I also included questions to better understand their experience with the app’s existing abandoned carts section, which is the tool they use to manage and monitor these carts.

Understanding the reason for abandonment - once users have this information, they can apply strategies specific to that context and increase their chances of converting the cart into a sale.

Contacting the customer as quickly as possible - The faster users act on an abandoned cart, the fresher the purchase intent remains in the customer’s mind, increasing the chances of completing the sale.

How might we

DEFINITION

After the discovery process, our team met with stakeholders so that, together, we could generate ideas and find solutions to users’ problems. Some brainstorming sessions and Crazy 8s exercises were conducted to help us achieve our goals.

How might we

DEFINITION

After the workshops, the opportunities were discussed, prioritized, and added to the product backlog.

Opportunities

THE SOLUTION

Based on market research, conversations with users, and workshops with stakeholders, two main features emerged:

Opportunities

THE SOLUTION

Based on market research, conversations with users, and workshops with stakeholders, two main features emerged:

Abandoned at

#1

We added a new section to the abandoned carts page called “Abandoned at.” This section helps users understand the reason why a cart was abandoned and allows them to send more contextual messages that increase the chances of conversion.

Custom notifications

#2

We know that contacting customers as quickly as possible significantly increases conversion. However, during high volume periods such as campaigns or Black Friday, the large number of sales can overwhelm users with notifications.

To address this, we introduced new notification options that give users more flexibility. This allows them to receive alerts in a way that fits their business context while ensuring speed without turning their phone into a source of spam.

Results

metrics

After the launch, we monitored these changes over a one month period to ensure they had a positive impact on both users and the business. As a result, we observed the following outcomes.

Results

metrics

After the launch, we monitored these changes over a one month period to ensure they had a positive impact on both users and the business. As a result, we observed the following outcomes.

IMPACT TO BUSINESS

+R$ 20 million

In cart conversion to sales.

USER ENGAGEMENT

256% increase
in usage

of the abandoned cart section.

FEATURE ADOPTION

Increase in notifications

Users started keeping notifications enabled more often.

What I learned

Collaboration is key - Strong results come from working together, where insights from designers, developers, and other stakeholders help shape better solutions.

Small changes can create big impact - With the right alignment and research, even small product improvements can lead to meaningful gains in the user experience.

Selected cases