BEAUTYHUT AFRICA

Increasing User Engagement & Reducing Cart Abandonment

About Project

VISIT WEBISTE

WEBISTE

BeautyHut Africa is an online beauty marketplace focused on skincare, makeup, and haircare products.

I was contracted to redesign the basket feature to help reduce cart abandonment and improve checkout flow. Alongside that, I was also tasked with designing a new gift card feature; giving users a simple, thoughtful way to share & gift beauty products to others.

FIRST CHALLENGE

Redesigning the Basket feature to reduce cart abandonment and improve users' checkout experience.

Despite strong traffic and interest in BeautyHut, there was a noticeable drop-off between users adding items to cart and completing their purchase. We had to come up with a slight but different approach.

Visuals From The Project (Mobile & Web)

⚠️ The First Step

I began by auditing the entire cart-to-checkout experience to identify friction points and missed opportunities. I reviewed the UX across mobile and desktop, focusing on layout, clarity, and decision support. I also explored similar beauty e-commerce platforms to benchmark patterns and expected behavior.

❌ Problems Identified

While users were actively browsing and adding items to cart, many weren’t completing checkout. We highlighted a major issue.

Lack of Quantity Clarity Across Warehouses:
They operate two warehouses in different locations in the city, which meant stock levels varied and were dependent on one store. However, the basket experience didn’t communicate this clearly.

While users were actively browsing and adding items to cart, many weren’t completing checkout. We highlighted a major issue.

🔒Case Study In Progress

There'll be a deep dive! Do come back when you can!

🔒Case Study In Progress

There'll be a deep dive! Do come back when you can!

🔒Case Study In Progress

There'll be a deep dive! Do come back when you can!

SECOND CHALLENGE

Increasing User Engagement Through BeautyHut Gift Cards

I designed the gift card flows for both mobile and web, focusing on keeping it clear and easy to use. Users could choose an amount, add a short message, and send it via email or link.

The goal was to make the process straightforward while still feeling personal, without adding extra steps or distractions.

Resolved Visuals

🔒Case Study In Progress

There'll be a deep dive! Do come back when you can!

🔒Case Study In Progress

There'll be a deep dive! Do come back when you can!

🔒Case Study In Progress

There'll be a deep dive! Do come back when you can!