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Ritual

My Role: Freelance Product Designer

Design Director: Steph Schiller

Ritual is the reinvented multivitamin that works smarter to fill the gaps in your diet. 

 

Working with Ritual, I helped design their new shopping cart experience. The challenge was to design an elegant, on-brand experience that would scale for future product rollouts as well as take into account limited dev capabilities, such as the technical inability to have multiple subs to the cart.

THE OVERVIEW

Research

Wireframing

Visual Design

Prototyping

User Testing

Production Design

Ritual

01

Discovery

Our first step was to conduct competitive research among other e-commerce platforms. We received a list of feature requirements from the Product Manager and then wireframed 'blue-sky' to blow all potential ways to design the cart.

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We then consolidated 3 main directions to share with the stakeholders to determine what to user test.

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Tools used: Sketch

Ritual_Cart_Discovery 4.001.jpeg

Direction 1: Vision Board

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A vision board is a collage of images, pictures, and affirmations of one's dreams and desires, designed to serve as a source of inspiration and motivation and to use the law of attraction to attain goals.

Pros:

  • Unique and completely custom to Ritual

  • Seamless marketing transition: Make Manifest yourself

  • Embraces extremely visual UX model (Instagram, Pinterest, etc)

  • Influences cross-shopping of categories
     

Cons:

  • Influences cross-shopping of categories

  • New framework goes against industry standard

  • Potentially more scrolling to checkout 

  • Could be confusing and less functional

Direction 2: Category Storytelling

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Ritual is part of your basic needs. Leaning into Maslow’s Hierarchy of Needs — aka the base of wellness and physiological needs — the cart is categorically organized. 

Pros:​

  • Integrates the shopping experience with the experience of using the products

  • Easy to get gain customers  — sharing cart with friends

  • Mad Libs allows for learning about customers and personalizing the experience

  • Steps provide a way to chunk content
     

Cons:​

  • New framework goes against industry standard, could be a steep learning curve

  • Could be confusing and less functional

Direction 3: Nuance Support

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Ritual is the first company to give customers the opportunity to ship subscriptions to different addresses. Here, we’re leaning into the industry standard shopping cart experience so it’s clear what makes us different.

Pros:​​

  • Inline with industry-standard – least friction

  • Easily supports bundling and re-bundling

  • We provide visual cues to show the subscription as a 3-part set.
     

Cons:​​

  • The experience doesn’t necessarily conceptually tie back to brand ethos

  • Isn’t a unique experience

02

User Testing

After our check-in with stakeholders, we focused our efforts on honing in on two main designs: the traditional and visual, each of which had different nuances such as showing reviews, color and placement of the 'Checkout CTA', and differences in copy.

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We tested two prototypes with users and received feedback.

       What worked well:
 

  • Large images 

  • 95% star rating

  • Expanded barrier busters

  • Basic cart icon

  • Payment method cards

       What didn't work well:
 

  • All were annoyed by multi-product add missing functionality 

  • Multi-option empty cart 

  • Questions around order process date

       Indifferent:
 

  • Trash icon vs “Remove” link

  • Didn’t call out “Secure Checkout”

  • BBB

03

Production

We implemented changes to our designs and consolidated a final production-ready file to hand off to the engineers.  

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Tools used: Sketch, Abstract

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