Le Tote Onboarding UX Redesign

Problem

Le Tote users were frustrated and confused during their first experience with the product, leading to early cancellations. I ran research with users and uncovered key issues in the onboarding experience:

Pre-filled Boxes: Users expected to pick their own items, but saw a box full of clothes they didn’t choose.
Swapping Items: To add something, they had to swap something out, an unfamiliar concept.
No Cart Access: There was no easy way to see or edit selected items.
Broken Navigation: Navigation disappeared on product pages, making browsing harder.
iOS Issues: Users could only see one cart item at a time on iOS.

Process

Goal: Increase Retention
I focused on simplifying the experience by replacing confusing patterns with familiar ones and reducing early disappointment. I worked across teams to align on goals, involve stakeholders, and keep progress tied to impact. I followed a fast, user-centered process:

Defined requirements with stakeholders
Brainstormed ideas based on research
Prototyped the strongest concepts
Tested with real users to guide design decisions

Solutions

I redesigned the bundle experience to reduce confusion, simplify choices, and make checkout fast and intuitive, especially for new users.

Cart & Navigation Improvements
The cart now starts empty for new users, and existing users can turn pre-filled boxes on or off. This makes the experience more familiar and less confusing. Numbered empty slots are shown for the items included in each plan, so users know how many items to add before shipping. The confusing swap system was replaced with simple add/remove actions. Extra items can be added easily, and prices update automatically. Navigation is consistent on all pages, with a new cart icon to quickly check the box anytime. Notifications help users understand their actions.

Reduced user confusion and frustration

Fewer abandoned carts

Increased add-on purchases

Interaction Design
The new cart makes the rental process simpler. Users can easily add or remove items, move between pages, and know exactly what’s in their plan and when they can ship. This works the same on mobile and desktop, including iOS.

Increased user confidence

Increased engagement

Consistent experience

Results

Users were no longer disappointed by pre-selected items and found it easy to choose and ship their first box. This led to fewer cancellations, higher add-on purchases, and reduced support requests, improving overall satisfaction and retention.

Decreased "quick cancels"

Reduced help desk tickets

Removed disapopintment in first box

Increased extra items added to box

Increased retention

Le Tote

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