Product Detail Page Redesign

Ashley Furniture

My Role

 

  • UX/UI Design
  • Competitive Analysis

Deliverables

 

  • Mid-Fidelity Wireframes

Overview

 

Supporting Ashley Furniture’s revamping their Product Detail Page.

Project Brief

After a competitive analysis, we’ve uncovered opportunities to improve the user experience and enhance the existing value proposition for the Product Detail Page. We’ve discovered opportunities to improve the user experience and enhance the current value proposition for Ashley Furniture.

We conducted audits of 9 competitor sites and best-in-class digital experiences that shape customer expectations to inform recommendations that would impact customer satisfaction.

User Expectations

63%
View more product info without leaving page
62%
Filter products and search results by price, brand, style, etc.
67%
Product Information from the retailer/manufacturer
66%
Customer ratings and reviews

Top 10 Suggestions for improvement

Listed in a prioritized order based on observed UX impact.

Ensure the main product image, swatches, and thumbnails are visible in the same mobile viewport
Avoid ‘Out-Of-Stock’ and provide an expected delivery date instead for product list
Increase hit areas of clickable elements
Use “adaptive error messages’
Have mobile optimized pages and avoid auto-zoom on iOS
The main image and swatches should be within the same view in the viewport
Best practices suggest that additional images shouldn’t be hidden behind carousel
Inclusion of product highlights and benefits in a more visually interesting way
Real-life images by customers allow for additional and sometimes more authentic representations of products
The cross-selling experience should be supplementary and relevant to the current PDP. Baymard also suggests to be cautious while using horizontal scroll to provide a usable experience

Optimize information on the PDP

Mobile Improvements

Open the first accordion of product details.

Include the product specs in various accordions and keep the first accordion open by default.

Current
Proposal
Location of checkout CTA sticky or at top of page

Keeping the checkout CTA in front of the user speeds up the process

Current
Proposal
Easy to understand financing options

Keep financing options clear, concise, and close to the pricing, as well as the Add to Cart button

Current
Proposal
Mini thumbnails are missing

Best practices suggest that additional images shouldn’t be hidden behind a carousel

Current
Proposal
Cross-selling needs to be supplementary

The cross-selling experience should be supplementary and relevant to the current PDP. Baymard also suggests to be cautious while using horizontal scroll to provide a usable experience

Current
Proposal
Tap-ability and accessibility of accordions

The vertical spacing and stacking should be optimized for making areas easy and precise to tap. Once the accordions are open,make sure the background colors follow accessibility

Current
Proposal
Swatches and main image

Main image and swatches should be within the same view in viewport

Current
Proposal

Optimize information on the PDP

Desktop Improvements

New module design to tailoring the Shop the Collection Strategy