Reducing Cart Abandonment : A UX-Focused Approach to E-commerce Conversion in Food Apps

Abstract

Cart abandonment is a significant issue in the e-commerce sector, especially for food delivery apps, which are particularly susceptible due to the impulsive and urgent nature of user behavior. This thesis explores how User Experience (UX) Design can tackle this problem by pinpointing and alleviating UX-related friction points that contribute to cart abandonment. Through secondary research and initial usability testing, the study identifies major challenges such as complicated checkout processes, absence of trust signals, cognitive overload, and lack of personalization. Based on these findings, the research suggests practical UX design strategies, including streamlined checkout flows, improved personalization, features that build trust, and performance enhancements. By adopting these strategies, food delivery apps can increase conversion rates, enhance customer satisfaction, and lower cart abandonment rates. The results aim to offer a guide for developers and designers to create user-focused food delivery applications that enable smooth transactions and foster long-term customer loyalty.