Product Listing Page Redesign
Project Overview
Project Role: Lead UX Designer / Researcher
This project focused on redesigning Target's Product Listing Page (PLP) to enhance user experience, improve pricing and promotion strategies, and ultimately drive higher online sales. The objective was to create a page layout that facilitates quick product viewing and decision-making, encouraging users to transition smoothly into the Product Detail Page (PDP).
Results
15% Uplift in Online Sales: The unified pricing and promotions strategy led to a significant increase in online sales.
Improved User Experience: Users found it easier to compare products and make purchasing decisions quickly, thanks to the optimized layout.
Seamless Omnichannel Experience: Consistency in pricing and promotions across channels enhanced the overall shopping experience for customers.
Key Improvements
1. Multiple Layout Testing
We developed and tested multiple layout designs to identify the most effective structure for the PLP. Each layout was evaluated based on user engagement, ease of navigation, and overall user satisfaction.
Before: Standard, unoptimized layout with minimal differentiation.
After: Optimized layout selected based on rigorous A/B testing, featuring a clean, intuitive design that enhances product visibility.
2. Unified Pricing & Promotions Strategy
We worked on unifying Target's pricing and promotions strategy across the PLP, ensuring consistency and clarity for users. This approach not only streamlined the shopping experience but also reinforced trust in pricing.
Before: Inconsistent pricing and promotions, leading to user confusion.
After: A unified strategy that presented clear, attractive pricing and promotions, contributing to a more seamless omnichannel shopping experience.
Conclusion
The redesign of Target's Product Listing Page successfully achieved its goals of improving user experience and boosting sales. By testing multiple layouts and unifying the pricing and promotions strategy, we created an optimized, user-friendly PLP that encourages quick decision-making and drives users towards the Product Detail Page. This project highlights the importance of strategic design and consistency in enhancing e-commerce performance.
