eCommerce
Carter's Digital Transformation
Enhancing Carter’s digital experience with a UX-focused redesign to drive revenue and improve customer satisfaction. This case study details the approach to transform Carter’s online experience.
eCommerce
Carter's Digital Transformation
Enhancing Carter’s digital experience with a UX-focused redesign to drive revenue and improve customer satisfaction. This case study details the approach to transform Carter’s online experience.
Project Overview
Making shopping easy for parents
Carter’s, a leading brand in children's apparel, needed an online experience that could match the brand’s value and meet evolving user expectations.
This unsolicited redesign focused on improving usability, optimizing the online shopping journey, and establishing a cohesive visual system to drive engagement and revenue.
The end result is an intuitive user journey that supports parents, family, and caregivers in their need to buy fashionable, quality clothes that withstand to the rigors of childhood.
Responsibilities
Accessibility
Design Systems
Interface (UI) Design
UX Design
Responsibilities
Accessibility
Design Systems
Interface (UI) Design
UX Design
Tools
Figma
HTML to Design
Vercel v0
Team
Independent project
The Problem(S)
Fragmented UI Design
Complex Filters & Search
Challenging Checkout Flow
Limited Competitor Parity
Going from Good to Great UX
Carter’s existing website had UX challenges that negatively impacted the user journey and potential revenue. Key problems include:
Inconsistent colors, UI components, and layouts that added friction to the shopping experience.
Users faced difficulties in navigating the catalog and completing purchases due to a disjointed layout and inefficient cart experience.
Competitors like Children’s Place and Nike offer smoother, more intuitive online shopping experiences, setting a high standard for UX that Carter’s was not meeting.
Fixing these problems would keep loyal customers shopping at Carters and away from competitors.
The Problem(S)
Fragmented UI Design
Complex Filters & Search
Challenging Checkout Flow
Limited Competitor Parity
Going from Good to Great UX
Carter’s existing website had UX challenges that negatively impacted the user journey and potential revenue. Key problems include:
Inconsistent colors, UI components, and layouts that added friction to the shopping experience.
Users faced difficulties in navigating the catalog and completing purchases due to a disjointed layout and inefficient cart experience.
Competitors like Children’s Place and Nike offer smoother, more intuitive online shopping experiences, setting a high standard for UX that Carter’s was not meeting.
Fixing these problems would keep loyal customers shopping at Carters and away from competitors.
I created a service blueprint to build design that directly support user goals of browsing, selecting, and purchasing clothes.
I created a service blueprint to build design that directly support user goals of browsing, selecting, and purchasing clothes.
I created a service blueprint to build design that directly support user goals of browsing, selecting, and purchasing clothes.
I created system map to better understand the connections and constraints of Carter's tech stack.
I created system map to better understand the connections and constraints of Carter's tech stack.
I created system map to better understand the connections and constraints of Carter's tech stack.
I created a service blueprint to build design that directly support user goals of browsing, selecting, and purchasing clothes.
I created system map to better understand the connections and constraints of Carter's tech stack.
Based on the service blueprint, these pages the primary pages that support user goals.
I created a service blueprint to build design that directly support user goals of browsing, selecting, and purchasing clothes.
Based on the service blueprint, these pages the primary pages that support user goals.
A style audit showed that some elements had slightly different styles. More consistency in these elements can reduce cognitive load for users.
I created a service blueprint to build design that directly support user goals of browsing, selecting, and purchasing clothes.
A style audit showed that some elements had slightly different styles. More consistency in these elements can reduce cognitive load for users.
Based on the service blueprint, these pages the primary pages that support user goals.
A style audit showed that some elements had slightly different styles. More consistency in these elements can reduce cognitive load for users.
Research
If the Shirt Fits, Buy It
If the Shirt Fits, Buy It
With customer goals in mind, I analyzed Carter's online reviews and sites like Children's Place, Nike, and REI, looking at their product catalog, product, cart, and checkout pages. I noted patterns that would support Carter's shoppers' goals.
With customer goals in mind, I analyzed Carter's online reviews and sites like Children's Place, Nike, and REI, looking at their product catalog, product, cart, and checkout pages. I noted patterns that would support Carter's shoppers' goals.
Online reviews revealed that common pain points were the "heart" feature and cart and checkout experience.
Online reviews revealed that common pain points were the "heart" feature and cart and checkout experience.
Online reviews revealed that common pain points were the "heart" feature and cart and checkout experience.
Online reviews revealed that common pain points were the "heart" feature and cart and checkout experience.
Children's Palce, Nike, and REI all have huge product catalogs similar to Carter's.
Children's Palce, Nike, and REI all have huge product catalogs similar to Carter's.
Children's Palce, Nike, and REI all have huge product catalogs similar to Carter's.
Children's Palce, Nike, and REI all have huge product catalogs similar to Carter's.
I did side by side card comparisons and looked for ways to improve for Carter's.
I did side by side card comparisons and looked for ways to improve for Carter's.
I did side by side card comparisons and looked for ways to improve for Carter's.
I did side by side card comparisons and looked for ways to improve for Carter's.
In my analysis I focused on understanding key user goals; ease of navigation, quick access to product details, and seamless checkout. Each site achieves these in similar but different ways.
Looking at online reviews, customers were having issues using the "heart" feature and finding items they had saved in previous sessions. They were also having issues updating sizes for items in the cart.
These insights and others guided my decisions on layout, interactions, and component design to ensure the experience aligned with peoples' expectations and supported their goal to buy clothes.
Design Process
Ideations and iterations
The redesign process began with collaborative brainstorming using Vercel v0 to explore ideas for improved performance and layout. In 30 seconds I was off and running. I took these and started playing with them.
I performed design linting to identify and correct inconsistencies in UI components, then standardized colors and elements to create a cohesive design system.
Prototypes of key pages—product catalog, product pages, and cart—were tested and refined iteratively, ensuring alignment with both business goals and user needs.
I brainstormed with Vercel v0 which was a great foundation upon which to build.
I brainstormed with Vercel v0 which was a great foundation upon which to build.
I brainstormed with Vercel v0 which was a great foundation upon which to build.
I brainstormed with Vercel v0 which was a great foundation upon which to build.
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Excessive line length at 110 characters Excessive line length at 110 characters
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Item cards in the cart were another challenge that took several rounds of trial and error.
I did several iterations on product cards to balance utility and simplicity.
Each of these pages took several iterations to balance simplicity and user goals.
Solution
Lower friction, higher conversion
The final design introduced a streamlined, visually consistent e-commerce experience.
Key improvements included an optimized product catalog and card layout for easier scanning, a simplified product-to-checkout flow to reduce cart abandonment, and standardized UI elements to enhance brand credibility and usability.
These design decisions were made by keeping real people in mind. Tired parents, grandparents with different paradigms for technology, and other caregivers want stylish clothes for children that are easy to find, a good value, and easy to buy.
Key Successes
Consistent UI components
Improved search filters
Better product page UX
Improved cart page UX
Key Challenges
Access to analytics tools
The final design introduced a streamlined, visually consistent e-commerce experience.
Key improvements included an optimized product catalog and card layout for easier scanning, a simplified product-to-checkout flow to reduce cart abandonment, and standardized UI elements to enhance brand credibility and usability.
These design decisions were made by keeping real people in mind. Tired parents, grandparents with different paradigms for technology, and other caregivers want stylish clothes for children that are easy to find, a good value, and easy to buy.
Key Successes
Consistent UI components
Improved search filters
Better product page UX
Improved cart page UX
Key Challenges
Access to analytics tools
Product catalog with improved filters and card layout to support browsing and putting items in cart.
Product catalog with improved filters and card layout to support browsing and putting items in cart.
Product catalog with improved filters and card layout to support browsing and putting items in cart.
Product catalog with improved filters and card layout to support browsing and putting items in cart.
This new filter layout supports recognition over recall, improves filter search and product finability, and shows filter state.
This new filter layout supports recognition over recall, improves filter search and product finability, and shows filter state.
This new filter layout supports recognition over recall, improves filter search and product finability, and shows filter state.
This new filter layout supports recognition over recall, improves filter search and product finability, and shows filter state.
New product page layout better supports user goal of finding the right size and moving item to cart.
New product page layout better supports user goal of finding the right size and moving item to cart.
New product page layout better supports user goal of finding the right size and moving item to cart.
New product page layout better supports user goal of finding the right size and moving item to cart.
Improved cart page supports checking item info, editing orders , and applying promo codes.
Improved cart page supports checking item info, editing orders , and applying promo codes.
Improved cart page supports checking item info, editing orders , and applying promo codes.
Improved cart page supports checking item info, editing orders , and applying promo codes.
Helping users helps your business
This redesign enhances Carter’s online shopping experience, leading to an anticipated increase in conversion rates and customer satisfaction.
This is only a starting point. Carter's internal analytics tools for measuring UX can further improve on these interfaces.
These user-centered improvements position Carter’s as a stronger competitor in the digital retail space.
Results
Consistent UI components
Improved search filters
Better product page UX
Improved cart page UX
Consistent UI components
Improved search filters
Better product page UX
Improved cart page UX
Helping users helps your business
This redesign enhances Carter’s online shopping experience, leading to an anticipated increase in conversion rates and customer satisfaction.
This is only a starting point. Carter's internal analytics tools for measuring UX can further improve on these interfaces.
These user-centered improvements position Carter’s as a stronger competitor in the digital retail space.
Results
