T&N Product Detail Page Redesign
Project Overview
Project Role: Lead UX Designer / Researcher
In this project, we focused on enhancing the Tuft & Needle Product Detail Page (PDP) to improve user engagement, encourage higher cart values, and drive overall revenue growth. The redesign included strategic placement of key elements and the introduction of new features to streamline the shopping experience.
Results
21% Revenue Increase: The strategic overhaul of the e-commerce experience led to a significant increase in revenue.
Doubled Conversion Rates: Targeted UX initiatives effectively doubled the conversion rates, enhancing overall sales performance.
Key Improvements
1. Enhanced Accessories Area
We added an accessories section above the Add to Cart button to entice customers to add complementary items to their cart, thereby increasing the average order value.
Before: Accessories were displayed below the Add to Cart button.
After: Accessories are prominently featured above the Add to Cart button, encouraging additional purchases.
2. Prominent Ratings and Reviews
The Ratings and Reviews section was moved above the price to allow customers to easily engage with reviews from other buyers, building trust and confidence in the product.
Before: Ratings and Reviews were located below the product description.
After: Ratings and Reviews are displayed above the price, making them more accessible and engaging.
3. Improved Add to Cart Button Placement
The Add to Cart button was repositioned above the fold and made more prominent to enhance visibility and ease of use.
Before: Add to Cart button was below the fold and less noticeable.
After: Add to Cart button is above the fold, larger, and more visually striking.
4. Messaging in Image Area
We added messaging within the image area to inform customers about our return policy, providing important information upfront.
Before: Return policy information was less visible, often found in secondary sections.
After: Return policy messaging is integrated into the image area for immediate visibility.
5. Redesigned Description Area
The product description area was redesigned to be more concise and organized, allowing customers to quickly find the information they need.
Before: Description was cluttered and difficult to navigate.
After: Description is streamlined and well-organized, facilitating faster information retrieval.
6. Recently Viewed Section
A Recently Viewed section was added to encourage cross-selling and remind customers of products they had previously shown interest in.
Before: No section for recently viewed items.
After: A dedicated Recently Viewed section promotes additional product exploration and cross-selling.
Conclusion
The Tuft & Needle PDP redesign successfully leveraged targeted UX improvements to drive substantial business growth. By strategically placing key elements and introducing new features, we enhanced user engagement, increased cart values, and significantly boosted conversion rates. This project underscores the impact of thoughtful design and strategic user experience enhancements on e-commerce success.
