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Alexandra

made with 🫶 & gratitude in Vancouver, BC

© Alexandra Smart 2026

CASCADIA SKINCARE

Redesigning Cascadia's

ATC Flow.

Evaluating Cascadia's ATC flow.

Creating measurable

design goals.

To make sure the final design aligns with the business' needs,

I wanted to create some goals to make sure my solutions

addressed the outlined pain points.

I wanted to assess the current user flow, to gain a deeper understanding of what the add-to-cart / checkout process was like. Turns out there were a lot of moments where i was looking for a function, like a delete button - and there was none.

I really love to sketch out my designs first. I looked at many other shopify skincare / beauty sites of companies of whom I admire their websites, and I tried to take what was working from their designs and apply it to our own cart.

In figma, I created a few wireframes to start seeing the vision come to life and also start assessing what I would systematically need to build - what was the foundation, and what was the icing on the cake?

In my time working on this site, I have learned so much about coding and how to personalize a site - without overloading it. This is some code I was building with the help of Claude for the sample studio to be fleshed out!

What was cool for me (but also stressful) was the little tweaks that were immediately needed after implementing. There are some states and contexts that just don't cross your mind when designing, as well as setting this new flow up for the scalability my boss wanted.

I'm very proud of the final product! The entire process took me around one month. Now, I have established, scalable and adaptable systems to handle all types of users and products that traverse the site.

Impact

Overview


Cascadia is a local wellness and skincare startup that prioritizes natural and botanical-driven internal and external health.

Masked by a loyal customer base, the add to cart system, which every user passes through, was a default, untouched

shopify cart that was contributing to the dissolution of user trust and ease of experience. My role throughout this project

juggled user research, product design, ui design, as well as analytics & testing.

Roles

Checkout Completion Rate

+19.6%

+14%

Conversion Rate

UX Researcher

Product Designer

Timeline

4 weeks

The step most impacted by the redesign.

Building trust through design was the mechanism for

our conversion rate goals.

Measured across matched 4-week windows, before and after launch, excluding initial implementation phase.

Company

Cascadia Skincare

Tools

Figma

Claude

Shopify

2

3

1

The Problem.

Cascadia had a default shopify cart that was starting to fail under the weight of scalability, and looked

sort of dysfunctional compared to the rest of the site, which was a high barrier for entry for new

customers.

Increase user trust

through intuitive and

positively reinforced

design systems.

Keep familiar indicators,

structure and feedback

for longer-time

customers.

Integrate interactive

conversion features to

increase cart size.

Lo-fi -> Mid-fi Wireframes

4

mobile

desktop

before

proposed

Sketching out a new cart

6

Designing the new Cascadia Cart

7

Post-ship issues and solutions

9

Impact

10

Reflection!

Browse

Add To Cart

Cart Opens

Edit Cart

Proceed To Checkout

Browse

Add To Cart

Cart Opens

Edit Cart

Proceed To Checkout

5

product page

no confirmation shown

plain, default template

decrement to zero to delete

dicsount reads like an error

product page

confirmation + microcopy

branded, rewards & samples

delete + edit buttons

trust badges, live totals

8

Final Designs

Still open: getting people into the cart in the first place. Reached-checkout rate dipped slightly even as everything downstream improved - proof that this problem now lives earlier in the funnel than the cart itself. It's a systems and flow problem, not a component one, and it's the next thing I'd solve if I kept iterating.


Still open: scalability. This project taught me, concretely, how many parts of a business a single component like a cart actually touches. It's not an isolated interface — it's a chokepoint every customer passes through. Handing this off responsibly means making sure there's no margin for a kink or bottleneck as the business scales past what I can personally watch over.


The bigger shift this project caused in me goes beyond the cart itself. For a while, I thought of UX and design, web design - as something you use to enhance business, something you design around business. Now I understand that design is the business. The UX of the site is the store. My background in media theory and HCI taught me about interfaces, that the interface you're given is how you perceive the world, how you perceive reality. So the interface people are given for a site is how they come to think of the brand. Just like the cart, the entire process and function of any company needs an interface that delivers - one that's accessible, intuitive, and a true reflection of the kind of organization you are.


That's not a design principle I'm reciting. It's the actual mechanism behind every number above.

I measured across matched four-week windows before and after launch: excluding the initial bug-fix period, so these numbers reflect the redesign itself, not an unstable rollout.


Checkout completion: 46.6% → 55.7% = a 19.6% lift.


This is the number that matters most, because it isolates the exact step the redesign touched. It's not a vanity metric riding on broader traffic growth, it's direct evidence that removing friction at the point of highest doubt converts hesitation into action.


Overall conversion rate: 1.63% → 1.85% = a 14% lift.


Cart additions: +10%. Sessions: +4%.


Together, these numbers tell a specific story: growth in traffic and cart activity was modest, but growth in follow-through was not. That gap is the signature of a trust problem being solved, not a traffic problem. My boss asked for a conversion lift. What the data shows is that trust was the lever that produced it, not a nice-to-have layered on top of the real work, but the mechanism itself.

The sample studio was

very hard to understand

what scent you were

actually choosing -

needed clearer visuals.

The site was really slow.

There were too many

overlapping functions

reading the cart,

slowing it down, which is

arguably very hurtful

for conversion! Solved

by simplifying coded

pathways.

Something small I had

missed was having a +/-

on the samples - people

could add more, which we

didn't want! For all

samples, I gated the

quantity selector to

only regular products.