Dyson — Basket Enhancements

Reducing basket abandonment & driving conversion.

The Brief

In late 2019, analytics revealed that basket abandonment was the primary exit point in Dyson’s checkout process, contributing to significant lost revenue:

• Abandoned revenue: Over £165 million annually on the DXP platform.
• Target: Reducing abandonment rates by just 1% could result in £1.65 million in incremental revenue by 2020.

Key goals for the project:

1. Identify pain points in the basket and checkout process through Adobe Analytics and Decibel analysis.
2. Reduce basket abandonment rates by addressing usability and functionality issues.
3. Increase conversion rates and overall revenue.

The Solution

To address the brief, I delivered hi-fidelity designs that were not just visually appealing but also user-centric and optimised for both mobile and desktop platforms:

Desktop Basket (Fig 1.1)

• Simplified and intuitive interface to keep users focused on completing their purchases.
• Clear presentation of product details, pricing, and promotions

Fig 1.1 — desktop US basket.

Mobile Basket (Fig 1.2)

• Streamlined design tailored for smaller screens, ensuring ease of navigation and interaction.
• Optimised for touch inputs and quick actions, such as editing basket items or proceeding to checkout.

Fig 1.2— mobile US basket.

These designs focused on eliminating distractions, highlighting next steps, and improving the user experience.

The Results

A/B Testing (August 2020): The Adobe Target team conducted A/B testing. In this method, we compared the original design (A) with the updated design (B) with over 250,000 shoppers, allowing the team to measure the impact of the new designs on user behaviour.

• +2.4% increase in basket progression, delivering a projected incremental revenue of £14.5 million.
• +53,000 incremental orders, showcasing the significant impact of reduced abandonment rates on overall conversions.