UX Website Redesign

End-to-End Shopping Journey

Client: dusk

Brief: Over five years at dusk, I contributed to 10+ website initiatives, ranging from new widgets & landing pages to redesigned product displays, shopping cart, & checkout flows.

This case study highlights one key task from that redesign: the Add-to-Cart Sidebar.

Previously, users received only a small popup (“item added to cart”) & a badge update on the cart icon—an easily missed interaction.

For the redesign, I:

• Introduced a progress bar showing distance to qualifying for free delivery, with dynamic colour status updates.
• Created space for promotional messaging beneath product cards.
• Designed a mini product recommender carousel with single-click “quick add” functionality to encourage upsell.
• Created instances for mobile/desktop, & whether a membership was added at the same time.

This redesign increased cart engagement & drove higher upsell conversions, while reducing friction in the shopping journey.

Scope: Project Timelines, Design Systems, Wireframes, UX Design, Responsive Web Design, Cross-Functional Collaboration