MACYS.COM | UX UI
Product Detail Page Discovery
Overview
Role
Inspired by playbooks such as Gamestorming & Jake Knapp's Sprint, our product page lab started an engaging process to bring in all stakeholders and be able to identify key problems that needs to be tackled. Our goal was to align on all customer, technology, and business focused problems related to PDP (other nearby journey funnels) and provide guidelines for research.
I partnered up with my Product Manager and a Lead Developer to facilitate a process that would result in uncovering all the key problems and potential solutions that could help in creating the roadmap for 2020.
Competitive Analysis
Problems
The high level themes that we found opportunities ranked in priority order were:
1. Layout
2. Availability
3. Content / Hierarchy Problems
4. Tie: Images, Recommendations & Pricing
5. Collections
6. Tie: Personalization & Inspiration
Opportunities
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Image centric
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Featuring images with faces and movement - inspiring for customer
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Use imagery to map to customer persona
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Separation of copy
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Break up copy throughout page to provide all pertinent information to customer without overwhelming customer
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Icons for key pieces of information to increase scan-ability
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Right Rail Design/Intent
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Repurpose this content to be beneficial depending on FOB
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Clear feedback on item availability
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Scarcity + Popularity messaging to validate + encourage purchase
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Display sizing: truncated vs. exposed
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PROs relevancy
Additional Credits
Company: macys.com
Year: 2019
Product Manager: Audrey Caldwell
Lead Developer: Ryan Taketa
UX Researcher: Gargi Godbole
UX Content: Tracy Reppert
Creative: Mark Parra