Product Listing Page Redesign

This page is a key part in the customer journey, but before the redesign we were seeing high bounce rates and low progression rates down the funnel. I advocated for a full page and mobile first redesign, with user needs at the forefront.

I was the sole designer on this project, driving inspiration gathering, iteration, stakeholder presentation, and usability testing.

Role

Lead Designer

Employer

Hydrow

Focus

Strategy, Research, Design

Platform

Web

Previous Experience:

We were highlighting important differentiators, but the content blocks don’t connect to one another, and there’s some duplication with other pages onsite.

Comparison on mobile is especially challenging, leaning on recall over recognition.

Process

Research & Goal Setting

Heuristic Review:

I identified the need for consistency, simplicity, and recognition over recall

Competitive Analysis:

Looking at complex product offerings, best in class ecomm sites simplified content with clear category delineation and plenty of white space to make it easier to digest.

Cardsort:

I ran a cardsort with 30 participants, using our product specifications and key information to assess understanding and importance.

Important finding: One of our key value props wasn’t well understood by 30% of our target demographic.

These rankings were an important input to the end hierarchy

Goals:

I set three goals for the design based on the research activities.

1. Bite sized information, in user focused language

2. Descriptive imagery that reduces cognitive load

3. Minimize overwhelm on small devices

Research & Goal Setting Ideation & Refinement

I went through several rounds of rapid iteration, pushing from complex wireframes to a streamlined final product.

Final Design

see it live!

Research & Goal Setting Ideation & Refinement Validation

I ran usability tests on desktop and mobile, to understand how intuitive the layout was and catch any issues. Overall users had positive, specific feedback.

Impact

Post launch, our analytics team tracked how the new page impacted our core metrics. The results of the A/B test showed a significant improvement.

+1.2%

+27%

+4%

(+11% on mobile)

Conversion Rate

PDP View Rate

Add to Cart Rate