Prototype
Test & Validate
User research
Uncovering conversion challenges and importance of product care information.
Research revealed that only 27% of users that interacted with a product image, went on to convert. This was a surprisingly low result compared to industry standards. The aim was to understand why.
Another finding from customer surveys was that 80% of users believed the product page to be legible. This was insightful as although they were able to clearly get information on product details this detail still wasn't enough.
Competitor Analysis
To support the user research I reviewed our competitors, to identify if there was something New Look could be doing that their competitors were not.
Many of our competitors were outlining product care and details however these were usually hidden, and that the imagery, video and zoom options could give users more detail into the product.
Empathy Mapping
Gaining insight into diverse user demographics
To gain a comprehensive understanding of our diverse user base, a kick-off meeting was initiated. Recognising the wide range of demographics represented by our users, empathy maps were leveraged as a valuable tool to consolidate existing knowledge about users.
Project Goals
Design a product page that offers clear and detailed information about the product that will empower users to make well informed purchase decisions.
The main objectives were to:
Decrease online product returns
Increase customer conversions from the product page
Wireframes
Different ideas were generated focusing on the key areas of the product page:
Product Image: The first thing customers look at to learn about the product. What ways could the customers see the product up close?
Colour Selection Options: How to show that there are more colours to choose from, so customers can explore them in detail.
Product Care: Providing bite-sized information on product care and fabric details for customers to assess quality before purchasing.
Additional Information: Showcasing extra details on how to wear the product or find similar items for customer convenience.
High fidelity prototype
Designs made ready for users to validate
I created a high-fidelity prototype and tested it with users. The results of the usability testing showed that users responded positively to the haptic feedback that was implemented. They also provided feedback indicating that the product details were clear and the navigation was easy.
Zooming into Details
Users were provided with the ability to zoom in on products, enabling them to access more detailed information. On mobile devices, users instinctively double-tapped or pinched the image to zoom in for a closer look.
Introducing Little Delights
Haptic feedback would inform the user when an action took place, this was also playful and the buttons would pulse.
Bitesize Product Details
Dividing the product details section into smaller, easily understandable pieces of information and allowing users to access the necessary information more easily.
User feedback highlights opportunities for improvement
Enhancing product details and sizing presentation
The overall feedback from users was positive, but there were areas that required improvement. Specifically, to update the way product details were communicated to our customers, as they expressed that the language used was not relatable. Additionally, sizing display had to be reviewed.
40% of users agreed that the level of detail presented on the page reduced the likelihood of returning a product.
50% of users believed that having the ability to view closer details of a product increased their likelihood of making an online purchase.
Due to a shift in the business's priorities, the final project did not progress beyond the user-testing phase. However, it remains in the pipeline for future implementation. Stay updated on the latest developments by visiting newlook.com.