MACYS.COM  | UX UI

Product Detail Page Discovery

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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.

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Competitive Analysis

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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

  • Image centric

    • Featuring images with faces and movement - inspiring for customer

    • Use imagery to map to customer persona

  • Separation of copy

    • Break up copy throughout page to provide all pertinent information to customer without overwhelming customer

  • Icons for key pieces of information to increase scan-ability

  • Right Rail Design/Intent

    • Repurpose this content to be beneficial depending on FOB

  • Clear feedback on item availability

  • Scarcity + Popularity messaging to validate + encourage purchase

  • Display sizing: truncated vs. exposed

  • 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