PRODUCT DETAIL PAGE

The Product Detail Page renovation required high focus on user’s needs as well as interactions.

The Brief

  • To investigate and evaluate how users are interacting with the current rendition of the PDP page.

  • Focus on the hierarchy of information available to customers and find out what is most valuable to them. 

  • Identify any potential problem areas.

The Process

  • Several online user tests were performed to find out from the users what of all the information available to them was considered most to least important.

  • Consistent patterns emerged specifically from gender and income sorting groups.

  • Heatmaps were used to look at desktop vs mobile scroll rate, and areas of highest attention. 

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  • "As a family friend, I want to filter away from the more expensive materials so that I can find something cheaper".

  • "I want to thoroughly check the size of item So that I can be sure I order the correct fit as I don’t often shop for children’s clothes".

  • "I want to know that I can, and what the cost will be to delivery the item overseas for a friend or family member that lives abroad".

  • "I want to find a less expensive, less luxurious item for a gift, So that I can spend my budget on lots of gifts, rather than a single expensive one".

  • "I want to see suggested items that are relevant to what I’m looking at, so that I have options for a gift".

  • "I want to know what the care instructions are so that I know whether or not the care required for this product will be too much for the parents of the recipient."

  • "I want to know the brand of the item so that I know I will be buying a high quality, stylish item for a gift"

WHAT WAS DELIVERED

  • A larger gallery and thumbnails for product inspection.

  • A dedicated area of the material type with close up images for inspection and means to navigating to other items of the same material within the selected category. 

  • Secondary most important lot of information was sizing, delivery and returns, product description and bullet points for quick scanning (including care instructions). 

  • Delivery and returns information was confined to a slide out drawer to save on screen estate but always be accessible.

  • Prioritized the product brand, name and price in the new information hierarchy.

  • The main UI controls for add to bag, wishlist and size selection were made into a sticky bar whenever the scrolled past the fold so they would always have control to add items to their bag

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