As UI lead for the Product Detail page I identified a number of key opportunities and improvements for team team to build, test and validate. The PDP pages had the highest landing percentage from traffic so this was a vital page for optimisation.
The Process
I collated all previous insights and research, group these in to key opportunity areas and then carried out a workshop with stakeholders across the business. We then identified key pain points, how might we areas, and idea. I then illustrated these with lo-fidelity designs so as a team we could then vote on the key opportunities they wished to work on that quarter based on highest customer value and potential ROI. We then built out our roadmap for the next 2 quarters and built out OKRs.
Solution Designs
I then designed the UI and prototyped the individual solutions ready for testing (user research and/or variant testing), after testing we were then able to validate and measure success.
User Testing insights
Visual design of PDP prototypes seen as cleaner than existing by participants.
This praise was usually associated with the background colours feeling cleaner.
Some participants felt that the colour selectors were more difficult to use in this format and generally customers preferred to see the name of the colour with the selectors Some complimented the more compact feeling of the PDP as well and felt that they could consume all of the necessary information more quickly.
Using the insights we then built out some of the positive gains into AB testing on the live site and tested these individually.
Example improvement - Image gallery & Zoom
+2.9% increase in ATB clicks on PDP
+2.9% increase in ATB clicks on PDP
