Cart Redesign
A full overhaul of a legacy cart, adding express checkout, gift unlocks, rewards, and clear paths to higher order value in one coherent page.
The cart was the most overlooked page in Solo Stove's funnel. Every purchase passed through it, and it hadn't earned that traffic.
The cart sits at the narrowest point of the shopping experience. Every fire pit, pizza oven, and accessory order crosses it on the way to checkout, which makes it the highest-leverage page the brand had left untouched.
The legacy cart was a relic. Functionality was limited, the layout and typography no longer reflected the brand, and session recordings in FullStory showed customers struggling to find where to enter a promo code, a real problem during seasonal releases built around them. Progress to free shipping and accepted payment methods weren't shown at all, two trust and incentive signals shoppers expect as standard.
The redesign had to fit considerable new functionality. Express checkout, free gift unlocks, rewards sign-in, custom etching, protection plans, shipping progress, promo codes, and payment methods all needed a place. User testing and research shaped the hierarchy that holds them together.
Approach
The cart isn't a receipt.
It's the last selling surface
in the funnel.
The work
Reflection
The hard part wasn't adding functionality. It was building a hierarchy where that much functionality could coexist.
Every addition had a case for being first, so the real design work was deciding what earned each position. User testing and competitor research settled arguments that opinions couldn't. The FullStory promo code finding was a useful reminder that shoppers don't hunt for what they can't see, and that a cart can quietly leak revenue for years before anyone looks.
Impact
New paths to order value
Custom etching and protection plans gave the cart AOV levers it never had, placed at the moment shoppers commit rather than after.
Missing incentives and trust signals restored
Shipping progress, prominent promo entry, and visible payment methods resolved observed pain points, including FullStory sessions where customers couldn't find promo entry at all.
Friction cut at highest intent
Express checkout options now let ready buyers skip straight to payment, removing steps from the funnel's narrowest point.