Project Breakdown

Problem
“Which headphones should I get?” is a question often asked by customers. We found that users:

• Experienced confusion in differentiating Beats products
• Struggled to easily compare information on the website, forcing users to rely on third-party sources

While online shoppers struggled, the in-store comparison experience provided customers with the necessary support, resulting in improved conversion rates.

Solution
Through competitive analysis and extensive user testing, we developed a new comparison experience designed to guide users to find their ideal headphones. Users can leverage this new tool by:

• Selecting up to 3 products to compare, across all product categories
• Interacting with product cards to view color swatches
• Selecting “Highlight Differences” to highlight which rows reflected mismatching information
• Quickly finding features they prioritize through clear product categorization
• Quickly identifying features based on iconography
• Selecting the tooltip options to learn more about product terminolog

Building on the in-store comparison, this experience provides additional interactive features and a more detailed, structured approach to product information.

Results
The new Compare Page has proven successful in helping users answer “Which headphones should I get?” We saw high engagement with product selection and discovery, and increased navigation to the Product Detail Pages (PDP).

Visuals
Please see below for project visuals.