PDP Redesign
Problem
Some users experienced difficulty locating product sizes and details, while others had trouble identifying discount prices. The small font size in product details made it challenging to find specific information. Additionally, concerns were raised regarding the organization of product details and return sections.
Solution
To introduce a new design of the PDP (Product Detail Page) that incorporates the insights derived from usability testing
My role
• Collaborated with UX designers from a global team to ensure the design met international standards
• Coordinated with stakeholders in the APAC region to ensure the design meet local market requirements
• Conducted User Acceptance Testing (UAT) to gather feedback and to validate its effectiveness
SCOPE
Apr 2023 - Mar 2024
Project Overview
Goal
The goal of this project is to refresh the PDP in order to support:
- PDP Templates
- Additional Purchase Paths
- Personalization
- Configurability
- Page Speed & Performance
To validate the impact of the new design, we conducted usability tests using an AB method. Half of the users were shown the PDP Prototype first, followed by the Live site PDP, while the other half experienced the reverse order. The objective was to assess the value of the new mobile PDP designs in comparison to the existing experience on Ralph Lauren's production site.
Participant Demographics
- 10 Generic NA users
- 10 RL NA users
- 15 Generic EMEA users ( 5 DE, 5 UK, 5 FR )
- 15 RL EMEA users ( 5 DE, 5 UK, 5 FR )
- 5 AU Generic AU users
obsolete Ver.
NEW Ver.
Interactive Prototype
To view the updated design, please refer to the live site for the most accurate representation.
Key Frames
Result
Usability tests were conducted to see the value of the new desktop PDP designs compared to the original experience . Prototypes were tested in AB method. Half of the users first saw the PDP Prototype, then Live site PDP, and vice-versa.
In the Australian user group, 66% found the prototype easier to use.
- Overall, the results of the usability tests suggest that the prototype design significantly improves the user experience in shopping and finding product information, compared to the current live site.
