The Opportunity
The Solution
A redesigned product details page template that elevates the most important decision-making criteria above the fold and organizes critical product details so they are easy to find.
The Process
This project started with a two-day group session in which we analyzed our competitors, examined our data in depth, shared customer feedback, and brainstormed potential solutions. This collaborative process involved cross-functional partners from various parts of the organization and laid the groundwork for our focus.
Following this, we conducted a two-week design sprint, which led us to develop three concepts for user testing. We then took the insights we gained, iterated on the designs, and conducted further testing before finalizing the design.
Guiding Principles
1. Optimize the landing view - the top 5 decision-making elements should be in view upon landing
2. Reduce cognitive load - hierarchy is everything
3. Move closer to simplicity - more taps are okay if they are simpler actions that require less thought
4. Eliminate dead ends - ensure there is always a clear & compelling next action to take
5. Interaction is king - how a product feels matters; make it delightful
Concept Testing
1. Dynamic CTA - an experiential approach that guides the customer step-by-step on the way to adding an item to their cart.
2. Focused Selection - a minimal approach that encourages the customer to enter an immersive view to make a color & size selection free of distractions.
3. Tabs - a tabbed approach aimed at eliminating vertical scroll by providing a glimpse into information that can be found on the page.
Platform Considerations
We designed with all platforms in mind to ensure a cohesive and consistent shopping experience. While each platform has its unique considerations, we adhered to our guiding principles and only made design differences when there was a compelling reason to do so.
The Final Experience
This enhanced landing experience highlights the key decision-making elements such as images, prices, product and brand names, ratings, colors, and sizes.
Customers can easily switch between different color and size variations and see updated images and prices instantly, all without needing to scroll down further.
