Shop the Look on the PDP
Role: Drove design, research and co drove strategy with product partners
Team: Product Director, Sr. Product Manager, Product manager, UX Designer, Dev
Timeline: 2 weeks for the design sprint and 2 weeks for design refinement post a/b test
As Gen-Z drives commerce through social discovery, supplemental products and add-ons help customers customize, complete, and elevate their purchase.
Problem
User didn’t have access to relevant supplementary products on PDP that would enhance their primary selection.s. The PDP lacked suggestions for supplementary items, such as accessories or add-on. As a result, users may either complete their purchase without adding supplementary items or exist the site.
Goal
If we provide supplemental product recommendations (Accessories & Complimentary products) THEN we can drive increased Revenue per visit.
KPI
Revenue per visit
Approach
Design sprint to Validate strategy /concepts with 5 users
A/B test challenger vs. control
Scale Solution
Design Sprint Concepts
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Version A
SIMPLE VERSION
Users felt like they would ignore this version due to it’s positioning and lack of product information
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Version B
Hybrid: MIx of product, details and add to bag
Users preferred this approach and it’s quick ability to add to bag and view product name and price
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Version C
SIMPLE VERSION 2
Users did not like the lack of product info and price
DESIGN SPRINT: OPTION B
“I love it. I honestly like it way better than the other one. It’s much easier for me to see what products are. I like I can see the price and add it straight from this screen".
User in Usertesting session
A/B Test Concepts
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Challenger
This version was the PDP that was live at the time and did not have an accessories module
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Version A
New Concept
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Challenger B
Description goes here
Outcome
Overall the outcome of the a/b test was POSITIVE, given a statistically significant change in the primary KPI, Revenue per Visit for Both Challenger A (Accessories) B Complimentary Products with Chal B driving more AOV, Revenue and Order Conversion. See below.