Re-imagining product experience
This project was a turning point in my UX journey. I learned that as a designer, I should always explore creative methods/processes, which opened my world to psychology principles.
Work
Global E-commerce @ Rexel
Project Duration
~1 year (2019-2020)
Role
Lead Designer
Collaboration
Product, Engineering, Stakeholders, Data
Summary
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Rexel is a global distributor of electrical supplies and services that caters to a diverse range of customers in the electrical and construction sectors.
Product details page (PDP) received high traffic (50% of total users) but had a low cart conversion rate of 30%.
Further research revealed that customers found the page confusing and overwhelming, and were relying heavily on client support and in-store associates instead of shopping online.
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Given that the product details page served as a catch-all, it was vital to optimize the information hierarchy to assist our professional customers in making informed purchasing decisions.
Additionally, it was essential to implement a simple and uncluttered layout to enable consumers to focus on the critical aspects of the product.
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The re-imagined product details page saw an 8% lift in cart conversion for France within the first six months. Shortly after its launch in France, the designs were expanded to 4 countries.
Design Process
Why were users confused?
I used a human behavior analysis tool to identify why customers had difficulty understanding the product details page, which was crucial as these were professional customers who valued having access to technical product information. My research revealed that the visual organization of the page did not align with the user's mental model, and key elements such as price, stock, and "Add to Cart" had low visibility.
Findings
Visual hierarchy did not align with the user’s mental model.
Visual Acuity of elements on the page
"I rely on [client support] to buy the things I need. I never find what I am looking for on the website.”
User Feedback
Optimising the IA
While at Rexel, I came across a marketing method called AIDCA, which is deeply rooted in human psychology. I collaborated with my design manager to apply this method to the product details page by listing and sorting all elements based on the AIDCA model.
AIDCA Model
AIDCA is a sales and marketing principle deeply rooted in human psychology.
AIDCA Model
Information architecture using AIDCA Model
Secondary Research
I accessed Baymard's research on e-commerce user behavior which included 650+ guidelines and 185+ case studies.
The key findings that applied to our analysis were:
1. Large high-quality product images are essential for user interest
2. Transparency around price and availability increases trust
3. Users rely on ratings and reviews, highlighting why the product is a good choice.
Baymard Insights
"56% of the test subjects started exploring the images before reading product titles, descriptions, or scrolling down the page."
Final Designs
Design Assessment
The new designs were studied using the same behavior analysis tool, resulting in exceptional outcomes. There was an improvement in the visual clarity of various elements on the page.
The visibility of the -
1. Price: increased by 30%
2. Availability: increased by 28%
3. Add to Cart: increased by 5%
Margin for error
The screen size, colors used, etc., slightly influenced the tool results. However, it was a great way to analyze positive lift.
Before the redesign
After the redesign
Evaluative Research
Five user studies were conducted across three countries to validate the designs and hypotheses that the layout is simple and delightful, easy to find prices and availability, and users feel confident purchasing products from this page.
The feedback was positive, and we uncovered surprising insights for unique scenarios like "obsolete products," "product family," and "bulk ordering.
Research Contribution
I created a research template that enabled stakeholders to conduct user research in their country. You can read about that here: Medium Article
Impact
8% Increase in Cart Conversion
We saw an 8% increase in items added to the cart within the first 6 months of launch.
Feature Expansion to 4 banners
The re-imagined product details page was expanded to banners in other European countries, including Germany, Sweden, and Norway.
Standardized Research Guidelines
Establishing best practices for research and cultivating a culture that prioritizes research in all future projects.
This project is special for me
Leading this project was a turning point in my career, where I had the opportunity to manage the entire design process for a year. I had the chance to learn new skills and develop new strategies. The added challenge of designing for multiple European countries and accounting for French, German, Swedish, and Norwegian translations made it even more enjoyable and rewarding.
