Project Breakdown

Problem
The Product Listing Page (PLP) provides customers an essential search and browse experience to find the products that meet their needs. However, customers struggled to find and browse products due to:

• Information overload
• Lack of visual hierarchy
• Difficult navigation
• Lack of storytelling

Solution
Using data-driven insights from analytics, UX research and user testing, we implemented the following improvements to address our users’ primary pain points:

• Condensed product card system to address 10+ variants into simplified system
• Simplified filtering system by introducing suggestive topic chips
• Introduced new shopping fulfillment options such as Pick Up In Store and Same Day Delivery
• Introduced new storytelling product cards to create a “Hybrid” PLP dedicated to product discovery

Results
The redesigned PLP amplified product discovery and product fulfillment, resulting in a significant surge in product catalog views and a considerable uplift in sales conversions.

Visuals
Please see below for project visuals.