Loom & Leaf
Loom & Leaf sells sustainable home goods, but unclear trust signals and hidden costs caused high cart abandonment. Through session recordings, customer interviews, and competitor analysis, I redesigned the product and checkout pages to show total costs and certifications upfront, turning browsers into buyers.
Category:
E‑commerce
Role:
UX Designer
Time:
10 weeks
Business Goal
Increase add‑to‑cart rate from product pages and reduce checkout abandonment.
Problem
User data showed that 55% of new users churned before Day 4 of the free trial. Interviews revealed the home screen felt chaotic -too many options, unclear first action, and no immediate sense of progress. The app was powerful but intimidating.
Research
Reviewed 200+ session recordings to pinpoint exact exit points.
Ran 8 one‑on‑one customer interviews to understand trust barriers.
Sent a survey to 150 existing customers asking what influenced their purchase decision.
Audited product pages of 4 direct competitors for trust‑signal patterns.
Solution
“Why it’s sustainable” expandable section — transparent material source, certifications, and impact.
Estimated total cost summary visible on the product page, not hidden until checkout.
Sticky “Add to cart” button with live inventory count and low‑stock urgency.
Trust signals (certification badges, review highlights) moved next to the purchase point.
Business Growth
Added an estimated $12K/month in incremental revenue by turning abandoned carts into completed purchases through transparent pricing and visible sustainability trust signals.