Increasing Conversions on Product Pages
Redesigning Outerknown’s Product Detail Page (PDP) to enhance user experience and increase conversion rate by 15%.
Duration
3 Months
Team
Ecommerce / Digital Team
Responsibilities
User Interviews
Research & Synthesis
Personas
Sketches
Wireframes
Prototype
Usability + A/B Testing
Tools
Figma
Asana
Usertesting.com
Some context…
Outerknown, a sustainable clothing company founded by Kelly Slater has spent the last decade contributing to sustainable practices in the fashion industry. Their mission encourages people to “find their outerknown” by pushing themselves to chase their passions and live a life that is thoughtful of both people and planet.
Outerknown was seeing low conversion rates on their Product Detail Page (PDP) and received feedback from customers expressing their dissatisfaction with clarity in the experience and load times on this page.
As the UX Manager, I executed a PDP revamp to solve these issues and create an informative and inviting experience that could be felt by both our customers and business needs.
Impact
By improving usability, increasing information, and cleaning up the visual experience, Outerknown will see an increase in their Add-to-cart and Purchase Conversions with customers left feeling excited to continue their patronage.
Research Objective
To identify pain points and needs that users experience when shopping online for clothing.
Where to start?
To fully understand my users, I conducted user interviews to understand who they were, what they need for an enjoyable journey when purchasing clothes online and what frustrates them most about online shopping.
From these interviews, I analyzed the responses through affinity mapping and pulled up 3 high level insights:
An efficient and informative experience is important to them.
Clarity and details surrounding the product and sustainable claims helps them feel confident about their purchase and trusting towards the brand.
Clothing that is high quality and fits well creates loyalty to the brand.
Meet our shopper.
Which brings us to our persona, Alex, the nature-loving explorer!
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Alex is a nature-loving explorer who finds joy in the great outdoors and embraces an active lifestyle. Whether it's climbing mountains, surfing the waves, or simply enjoying a peaceful hike, Alex's connection to nature is reflected in every aspect of life, including clothing choices. With a discerning eye for quality and a deep commitment to sustainable living, Alex is on a journey to make conscious choices that benefit both personal well-being and the planet.
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Balancing an active lifestyle means limited time for online shopping.
Alex appreciates clean aesthetics and can easily feel overwhelmed by too many choices.
Alex is wary of companies that engage in green-washing, and is wary with a lack of sustainable information.
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Alex seeks clothing that stands the test of time, supporting an active lifestyle without compromising on quality.
Alex values transparency in a brand's sustainable practices.
Alex desires a seamless and fast online shopping experience to quickly find and purchase sustainable, high-quality clothing without unnecessary hassle.
Design + Iteration
Now in Alex’s mindset, I entered the sketching and iteration phase to brainstorm solutions to her problems, focusing on those 3 high level concerns.
This phase included a few team brainstorming sessions in order to broaden solution ideas and define which features should be built and which would have constraints for our developer.
By the end of this phase, I had a high fidelity prototype that was ready to be put to the test.
Is it usable?
I performed usability testing with the task of adding an item to cart and locating the section with product and sustainable information and here’s what I found:
100% of users were able to successfully complete both tasks
100% of users felt clarity and confidence in making a purchase.
40% of users were confused by certain language used to indicate a Pre-Owned option and different sized model selections.
To wrap up testing, I performed an A/B test to discover a winner between 2 different layouts for the PDP image gallery.
Final Product
Bringing my vision to life through a high fidelity prototype allowed me to speak to my process and design decisions to a broader group of stakeholders, ensuring we were all on the same page before passing to developers for the build and launch. Since launch, CVR on PDP have increased 15%.
Check it out live!
Interact with my design, live on our website now.