Product Detail Page
OVERVIEW: The goal of this project was to implement best practices for E-Commerce product page, while also, providing the ability to scale with new features such as, comparison tables, related content, coupon apply buttons, etc.
MY ROLE: UX Designer, Researcher, Information Architect, Usability Analyst
UX PROCESS
DELIVERABLES: Quantitative and Qualitative Research, Secondary Research, Information Architecture, Wireframes, Design, User Testing Results.
TOOLS
ANALYZE: We started this project by looking at traffic data for our top pages. We wanted to identify where users were coming from before landing on a product page. This would provide insight into information gathering needs. We also watched many user videos on FullStory to see how users interacted with current elements on the product page.
We identified that the application of a promotion was very confusing for our users. They often didn’t know how to take advantage of a coupon that was being promoted on the PDP.
We also, tested the current page with users in our lab and interviewed them about their experience. We found that most users don’t engage in reading the product description, but like that it was there to provide reassurance that the site and product was trustworthy.
IDEATE: We applied both the secondary research and qualitative research to start laying out a basic platform to bring the page up to date. We created about a dozen wireframes for testing, some with basic layout structure and some with innovative structure. After testing multiple layouts we found that the basic layout was preferred. Any deviation from the norm was confusion and distracting.
Once we had the basic layout we began designing each new feature within the page.
