1. Executive Summary

Save and Share Cart was launched to enable consumers to shop with or on behalf of someone else. This feature immediately became one of the most engaged elements on the site, offering practical utility for consumers while driving sales through direct conversion, retargeting, and email campaigns.

2. The Challenge

A recurring insight from our quantitative research showed that consumers often visited the site multiple times before making a purchase, sometimes spending several hours and even phoning in to complete their order. When analyzed through the lens of Jobs Theory, the problem became clear:

• Customer Pain Points: Many consumers were shopping for systems either with a spouse or on behalf of someone else (such as a child or an elderly parent). However, without a way to share their selections, both parties needed to be physically together to finalize the decision.

• Business Problem: Customers wanted a seamless online shopping experience, but the lack of flexibility forced them to either abandon their purchase or switch to a channel they preferred not to use.

• Technology Challenge: Since most users were shopping without logging in, system limitations made it difficult to implement cart-saving capabilities without requiring authentication.

3. My Role & Responsibilities

As the Product Lead, I worked closely with our UX research team to explore funnel performance and cart abandonment trends.

• Leadership & Collaboration: Partnered with UX and Design to analyze user research findings and identify opportunities. Developed initial wireframes to collect user feedback.

• Technical Considerations: Worked with engineering to devise a creative MVP solution that could be delivered in 2-3 sprints instead of 4-6 sprints required for a full authentication-based solution.

• Stakeholder Communication: Partnered with marketing teams to build the business case, defining how we would measure success and track performance.

4. The Solution

We redesigned the cart functionality to be more intuitive and conversion-focused, while maintaining lead-generation capabilities. The Save & Share Cart feature introduced the following capabilities:

• Save items for later: Allowed customers to revisit their selections anytime without needing to restart their purchase journey.

• Share carts easily: Enabled shoppers to send their selected products to others via email or a shareable link, facilitating collaborative decision-making.

• Personalized upsell recommendations: Leveraged data-driven insights to suggest relevant add-ons based on the items in a shared cart.

5. Measurable Outcomes

• Customer Engagement: The feature quickly became the most engaged-with element in the cart.

• Conversion Rates: Consumers who interacted with the Save & Share Cart feature converted at 1.2x the site’s baseline conversion rate.

• Email Campaign Performance: Save & Share Cart email campaigns saw increased open, click-through, and conversion rates.

6. Key Learnings & Reflections

This project underscored the importance of user discovery and aligning solutions to customer needs:A core eCommerce capability (saving a cart) was adapted to suit ADT's customer base, significantly enhancing its adoption and impact.

• Cross-functional Trade-offs: Close collaboration with engineering enabled a pragmatic MVP approach, accelerating delivery without compromising core functionality

• Discovery and Jobs Theory: This project underscored the importance of user discovery and aligning solutions to customer needs: A core eCommerce capability (saving a cart) was adapted to suit ADT's customer base, significantly enhancing its adoption and impact.

• Data-driven Validation: Although there were initial concerns that enabling cart-saving might delay purchases, data analysis showed strong engagement and, ultimately, increased sales.