Reimagining the ALDO Cart
A multi-brand e-commerce funnel was losing 61.1% of engaged shoppers at the cart. Over two and a half years I led the redesign across four brands, timing the launch with the Shopify platform migration.
Where the funnel was actually breaking
Data from May 2023 showed a steep drop-off in the purchase funnel. Despite over a million monthly sessions, fewer than 3% of users ever reached checkout. The same pattern showed up across every brand.
Why were users walking away?
VoC surveys, CS reports, and quarterly user testing (screened for each brand's target consumer) surfaced three patterns. The same ones showed up across the three brands ALDO Group owned at the time: Aldo Shoes, Call It Spring, and Globo.
Unintuitive Layout
Users described the experience as “cluttered.” Key CTAs were buried or competing with secondary elements. The path to checkout wasn’t clear at a glance.
Missing Core Features
Market-standard functionality like “Save for Later” was absent. Users expected it, didn’t find it, and left, often to a competitor that had it.
Lack of Clarity
Promotions without clear eligibility labeling made users feel “tricked” when discounts didn’t apply. Trust took a hit at exactly the wrong moment.
Before the revamp
The cart users were seeing
A snapshot of the legacy bag overlay and edit panel. This is the experience that surfaced these pain points.
Benchmark the bar, then build toward it
Rather than guess at solutions, we initiated a structured discovery phase grounded in competitive intelligence, flow mapping, and system integration.
- Competitive Benchmarking. Analyzed 100+ global brands to identify gold-standard patterns in cart UI, promotion feedback loops, and checkout entry points.
- Flow Redefinition. Redrew the complete user flow for our key demographics, with a clearer path from product detail to checkout start.
- System Integration. Built on the Silhouette Design System, which removed the component-scaffolding overhead and compressed the production timeline.
Silhouette multiplier. By building on the headless design system architected for the ALDO Group portfolio, production time was reduced by 93%. The team focused on UX logic, not component scaffolding.
Read Project SilhouetteFlow redefinition
Rebuilt around what the market expects
The optimized flow folds in patterns surfaced by the benchmark: promo and shipping eligibility triggers, quick-add and coupon overlays, OOS recovery paths, and a checkout overlay that handles guest, member, and express options.
The road there
Many rounds to land the right cart
Layout, hierarchy, promo treatment, Save for Later affordances. Every flow was tested, redrawn, and stress-tested across the four brands before anything got handed off.
Validating before shipping
Multiple rounds of high-fidelity prototyping and user testing, screened for each brand's target consumer. Every session focused on three core objectives.
- 1Evaluate visibility and accessibility of the Checkout CTA
- 2Test clarity of new promotion eligibility labels
- 3Measure success rate of the Save for Later feature
From validation to roadmap
After validation I ran a cross-brand workshop with Brand Leads to align on a Feature Prioritization Matrix, balancing user needs against the technical constraints of the Shopify platform migration.
After the revamp
Four brands, every state covered
The final Figma hand-off covers Aldo, Call It Spring, Sperry, and GH Bass, with empty, loading, error, and promo-eligibility states all wired to the Silhouette token graph.
Live across all four brand sites
Timed to the 2025 Shopify platform migration, the redesigned cart launched in October 2025 across all four brands at once: Aldo Shoes, Call It Spring, Sperry, and GH Bass.
Production analytics weren't available at launch, so post-launch impact hasn't been measured yet. Heatmaps and A/B tests are slated to come once the post-migration tracking stack is in place. The goal: validate Save for Later adoption and confirm no new friction emerged from the platform migration.
- Stand up the post-migration analytics stack across all four brands
- Introduce heatmaps to gauge Save for Later adoption
- Run A/B tests to isolate conversion deltas against the legacy cart
"Designing on top of a system is just designing more, faster."
UX/UI Designer · ALDO Group