Project Breakdown

Problem
The Product Listing Page (PLP) is a space for customers to discover and learn more about products. However, user engagement and overall conversion was hindered by:

• Information overload
• Poor mobile optimization
• Unconventional navigation system

Solution
Through analytics, ux research and user testing, we addressed our key user pain points with the following improvements:

• Simplified navigation system from large, icon based to minimal, text based
• Optimized the mobile product grid layout to display more products
• Enabled product cards with interactive swatches and badging system (image and text)
• Condensed product bullet points into concise taglines

Results
The resigned PLP significantly improved product discovery and engagement. We saw a significant rise of users exploring the entire product catalog, as well as a large increase of those navigating to the next part of the shopping journey, the Product Detail Page (PDP). 

Visuals
Please see below for project visuals.