Product Detail Page

Date
December 2022
My Role
Lead Product Designer
Client
Smart Spaces
Project
Optimisation
THE Opportunity

What I found

Business Problem

Looking at our analytics data the Smart Spaces squad noticed that the drop off rate on our Product Detail Pages (PDP’s) was quite high.

PDP before
THE APPROACH

How I fixed it

Hypothesis

Due to poorly designed pages customers were not having the best customer experience when viewing our catalogue on our website. 

Measures of Success

My aim was to optimise the page to improve the customer experience and increase the conversion rate.

STEP 1

Competitor Analysis & Content Audit

PDP before

The first step was to look at our competitors and after an analysis I noticed some very basic industry best practice hadn’t been implemented. We conducted an internal content audit and identified 4 components that were needing to be designed and 2 components that required redesign.

STEP 2

Ideation

The DoD (definition of done) was provided by my PO and I began iterating. I started by designing around 6 different versions of the page all with the same components but minor changes to each including the IA. 

Design iterations
STEP 3

Feedback & Approval

Final design

After receiving feedback from my PO and Sales Manager I presented the final version at Peer Review (our internal feedback session) and was given approval.

STEP 4

Prioritisation

The next step was to meet with the developers to get an estimate of effort. The developers discussed the complexity of each component and created a proof of concept (PoC) where required. My PO prioritised the components to be built and we held an elaboration session to gather the Acceptance Criteria for each story.

Fortunately there were some components which I had recently designed such as a sales strip banner at the top of the page which were in already in development. 

THE SOLUTION

What I did

quote-left
Your ownership of the PDP optimisation was and continues to be excellent and took a load off my shoulders in terms of having to drive.
Candice Pendergast
PO, Smart Spaces
Final design

The initial DoD included new component designs for a:

  • Sales Badge
  • Brand logos
  • Content card
  • Collection upsell component
  • Tech specs redesign
  • Recommended devices cards redesign

In addition to this I suggested and created new designs for:

  • New breadcrumb navigation
  • New hero images/videos with zoom capability,
  • Reviews
  • Favourites/wishlist
  • New pricing display
  • Image vs swatch variants
  • New USP component
  • New content component
  • Message/need help component
  • Compare component
  • Recently viewed cards
  • Micro-interactions/animation
THE CHALLENGES

What I learned

After the project I reflected on the following insights:

  • Ideally it would have been more effective to look at the page as a whole with the opportunity to conduct some research and user testing however, the aim was to provide quick optimisations and not a redesign.
  • Sadly some components were never picked up after being deprioritised and put into the backlog. Understandably some components such as 'reviews' required implementation of third party software and would have taken longer to be released.
  • The Content Squad did not have enough people to furnish all existing pages with the new components and so despite their availability they couldn't retrofit them in time at this point as brand new partner approvals would also need to be sought for each page.