To incentivise higher AOV's users that hit set spending thresholds (£25, £50, £75 and £100) are eligible for added value through a gifting mechanic. The gifted items and their thresholds can all be edited without developer input.

The design clearly communicates spending thresholds via a progress bar. As the user adds (or removes) items, the total cart value determines which free item added/removed from the cart.

With over 60% of website traffic coming from mobile devices, creating an interface that seamlessly guides users of smaller screens is paramount. Key to this was easy page navigation, concise product information, and a streamlined cart summary - whilst remaining true to the brands minimalist design aesthetic.