Introduction
I spearheaded a redesign initiative for Tryano's Product Detail Page (PDP), leveraging data insights provided by the client. Recognising usability challenges such as navigation difficulties and lack of visual appeal, I prioritised enhancing user experience. Through modernisation and strategic design adjustments, including improved information hierarchy and streamlined navigation, I aimed to align the PDP with Tryano's brand identity while ensuring seamless progression through the shopping journey.
My Role
Research & Analysis
Product Design
User Testing
Collaborators
Product Manager
Developer
Timeline
Jan 2023 - May 2023
Design Process
Design Creation
I was tasked with a significant project – redesigning the Product Detail Page (PDP) of our e-commerce website. This was a crucial endeavor as the PDP directly influences users' buying decisions and overall satisfaction with our platform.
User Research and Analysis
To begin, I conducted extensive user research and analysis. By understanding our target audience's behaviors, needs, and pain points, I gained invaluable insights. This involved diving into user feedback, conducting surveys, and even having insightful conversations with users through interviews and usability testing sessions.
Defining Goals
With a clear grasp of user expectations, I set out to define the core goals of the PDP redesign. These goals revolved around improving conversion rates, boosting user engagement, and reducing bounce rates. These objectives provided a compass that guided every design choice I made.
Streamlining Information Architecture
A significant part of my role involved restructuring the information architecture of the PDP. I reorganised product information, images, specifications, pricing details, and related products in a more intuitive and user-friendly manner. This restructuring aimed to simplify the user journey and make it effortless for them to find the information they needed.
Wireframing and Prototyping
The next step was wireframing and prototyping. These visual representations allowed me to conceptualize the new layout and interactions on the PDP. This iterative process enabled me to experiment with different design concepts and gather valuable feedback from stakeholders and potential users before finalizing the design.
Visual Design
Being a product designer, I infused the PDP with a fresh visual aesthetic. This included selecting the right typography, harmonising color palettes, selecting impactful imagery, and integrating other visual elements that aligned seamlessly with Tryano's brand identity. The designs weren't just visually appealing, but also strategically crafted to provide an engaging user experience.
Call-to-Actions (CTAs)
Strategically placed and persuasive Call-to-Actions (CTAs) were a crucial aspect of my design. These action-oriented buttons, such as "Add to Cart" or "Buy Now," were positioned thoughtfully to guide users towards the desired actions and improve conversion rates.
Collaboration
Throughout the process, collaboration was key. I worked closely with cross-functional teams, including developers and product managers, to gather insights and feedback. This collaborative effort ensured that the design aligned with technical feasibility and overall business objectives.
User Testing
User testing played a pivotal role in validating my design decisions. By conducting user testing on the redesigned PDP, I was able to identify usability issues and make informed refinements to enhance the overall user experience.
Challenges
User testing played a pivotal role in validating my design decisions. By conducting user testing on the redesigned PDP, I was able to identify usability issues and make informed refinements to enhance the overall user experience.
Conclusion
Ultimately, my iterative approach, combined with a deep understanding of user needs, played a significant role in enhancing the Tryano PDP. The redesign not only improved visual aesthetics but also optimized the user journey, leading to increased conversions and higher customer satisfaction.
