Our client’s inventory boasts over 8 million SKUs of digital components. Their existing customer base is extremely loyal and understands the website’s outdated design and structure, but new users are struggling to find the right information and understand the complex product detail pages.
Concord was engaged to wireframe, layout, and visually design two versions of their product detail pages; one specifically for their legacy users with minimal updates to layout and functionality, and one that re-imagined the page with updated components and personalization opportunities for other user personas.
With the legacy design being straightforward, we put much of our focus towards creating a list of components that could be customized and prioritized based upon user preferences, behaviors, or insights.
What We Did —
With the legacy design being straightforward, we put much of our focus towards creating a modular set of components that could be customized and prioritized based on user preferences, behaviors, or insights.
We increased the image size so customers could see more details without zooming.
We designed a system to display a unit price before a quantity was entered.
We designed a system to display a unit price before a quantity was entered.
Although customer’s enjoy dense information, the readability was suffering.
We introduced new content types to serve the growing audiences within our client’s user base - namely “futurists” who are looking for a more exploratory and educational search process, instead of a purely transactional experience.
As we introduced marketing content, articles suggestions, and components that added significant length to our page, we needed to keep the user aware of where they were located within the page, and give them access to scroll anywhere they needed. We also wanted to keep them within one click of a purchase.
We achieved these things with a two layered fixed menu. This scrolls with the user and sticks to the top of the page while a user is exploring the page. Upon click, the top section tabs immediatly scroll the user to that section of the site. The second layer of menu is solely product focused, and keeps their next step in focus.
Not sure on your next step? We'd love to hear about your business challenges. No pitch. No strings attached.
