Selling without walls
Driving conversions by elevating product pages.
TL:DR
Redesigned Swoon’s product pages to increase conversions and support new fabric selection functionality. Focused on data-driven insights, user research, and improved visuals, resulting in a more engaging and seamless shopping experience.
Swoon
November 2017
3 months
Large
Design lead
Discovery
User research
UX design
UI design
Prototyping
User testing
Created for
Date
Duration
Effort
Role
Deliverables
Brief
Swoon identified a significant drop-off at the product page in the conversion funnel through Google Analytics (GA). My task was to redesign the product page to increase conversions and support a new functionality allowing users to select multiple fabric colours.
The challenge
Address the drop in conversions on the product page and guide users who were hesitant about making a purchase.
Introduce a seamless experience for selecting multiple fabric colours for customisable furniture options.
Increase conversion rates by addressing user hesitation on the product page.
Integrate new functionality for multiple fabric colour selections.
Enhance the user experience by focusing on product presentation and reducing distractions.
My role
As the lead designer, I owned the redesign process, collaborating closely with stakeholders, gathering insights from data, conducting research, and driving iterative testing to ensure the new product page met user needs and business goals.
Stakeholder interviews
I conducted stakeholder meetings to gather business insights, objectives, and expectations. This allowed me to align the design goals with the business’s needs for increasing conversion rates while introducing product customisation.
Data analysis
Using GA, I analysed traffic data, conversion rates, bounce rates, and exit rates to identify where users were dropping off. Heatmaps, scroll maps, and session recordings were crucial in understanding user behaviour and where attention was being lost on the product page.
Competitor & best practice research
I benchmarked competitors and researched industry standards in online furniture retail and product customisation. Analysing voucher sites and other e-commerce platforms allowed me to identify patterns that could inform the redesign, ensuring the final design was competitive and intuitive.
User research & testing
Persona-driven
user flows
I developed user flows based on personas and user stories, focusing on key journeys (red routes) to ensure the design met user expectations.
Force ranking exercise
Working with internal teams, I conducted a force ranking exercise to prioritise the hierarchy of features and new functionality based on user needs and business goals.
Guerrilla & usability testing
I gathered instant feedback through guerrilla testing, followed by structured usability testing sessions to collect qualitative data on the usability of the product page design.
From the research insights and data collected, the hypothesis was formed.
“Improving product imagery and showcasing product details upfront would increase the perceived value and drive conversions.”
Insights
Full-width product imagery
From the research and data collected, the hypothesis was formed: improving product imagery and showcasing product details upfront would increase the perceived value and drive conversions.
Tabbed menu for options
To simplify the selection process, I integrated multiple colour and material options within a tabbed menu. This reduced cognitive load by presenting product details, fabric options, and delivery information in a clean, easy-to-navigate format, keeping users focused on the product imagery.
Video showcase
Below the image carousel, I added a video showcasing the product’s manufacturing and design process. This increased the perceived value by providing a behind-the-scenes look at the craftsmanship involved in each piece.
Recommendation carousels
To retain user interest and address hesitation, I added two carousels – one featuring similar products and another showing recently viewed or recommended items. This encouraged users to continue browsing if they weren’t sold on the current product.
Outcome
The redesigned product page succeeded in improving both the user experience and conversion rates by focusing on product presentation, simplifying customisation, and reducing distractions. The enhancements to imagery and the strategic use of video helped boost the perceived value of products, while the recommendation carousels kept users engaged, increasing the likelihood of conversion.
