The Process
How can we effectively display detailed product information for our customers while maintaining consistency, and incorporating engaging interactive elements that don't divert their attention?
We reviewed past studies and considered potential enhancements for the PDP and we discovered two things:
Customers were returning items due to dissatisfaction with the quality. The feedback indicated that items didn't resemble their online images.
Customers were unintentionally adding duplicates of the same item to their baskets. The "add to basket" button didn't provide any indication that an item had been added, leading to customer confusion.
So, how could we refresh the PDP while addressing these significant issues impacting our customers and revenue?
We decided that our focus should be on improving the product image display, enhancing the "add to basket" button, introducing more colour options, and ensuring customers receive better feedback throughout their shopping journey.
The Final Design
Improvements:
Haptic feedback when selecting add to basket and wishlist
Larger imagery on mobile
More Colour options shown through imagery
Although this design has not been released, there have since been incremental changes to the PDP. Visit newlook.com
