Project Breakdown

Problem
The Product Detail Page (PDP) is a crucial part of the shopping journey, providing potential customers detailed product information. However the PDP’s product carousel hinders the shopping experience because:

• Carousel design is outdated, lacking modern carousel features 
• Carousel consumes significant screen real estate without providing sufficient information
• The color selection process forces users through an unnecessary ‘Add to Cart’ interstitial page

Solution
By leveraging UX research, data analytics and user testing, we overhauled the product carousel to address key pain points and align with industry best practices. Specific improvements and additions include:

• Integrating diverse media formats (images, motion assets, videos, 3D models) for enhanced product visualization
• Implementing live text with images for improved accessibility
• Streamlining color selection by removing the disruptive interstitial page
• Implementing product SKU states to clearly indicate availability, such as ‘Sale,’ ‘Sold Out’ and ‘Notify Me’
• Highlighting Apple’s value propositions (free shipping, returns, engraving) for increased conversion
• Developing a new, intuitive gallery viewing experience
• Optimizing the carousel for a seamless mobile experience

Results
The new PDP product carousel dramatically improved engagement and conversions, minimizing user drop-off. We observed increased user interactions and longer time spent on the page.

Visuals
Please see below for project visuals.