Product Customization
✦ ABOUT THE PROJECT
Bridging the gap between digital and printed results
The goal of this project was to improve user confidence in the online product customization process. I achieved this by executing a holistic redesign of the user flow, specifically focusing on clarifying and enhancing the presentation of critical customization options.
The resulting solution successfully increased user trust and improved conversion, while also establishing a scalable foundation of a reusable component library for future product pages.
ROLE
Sr. Product Designer
Category
E-commerce
timeframe
1.5 months
01
The assurance void
Uncovering the main pain points
A comprehensive UX audit to identify the roots of a low NPS (Net Promoter Score), pinpointed that many customers were having issues with the post-editor upsell page. This page was creating a confidence deficit because crucial customization options lacked clarity, actively eroding user trust and hindering conversion.
Screenshot of the upsell page
02
Shifting focus
Transitioning from upselling to the forefront
As a first step, the Product Manager and I identified a key opportunity to boost customer satisfaction by strategically moving key customization options (materials, finishings, and accessories) from the pre-checkout upsell page to the product landing page. This shift would simplify the purchasing journey and ensure pricing clarity.
Old Flow
Product SKU
Product SKU
Product SKU
Product SKU
Product SKU
New Flow
Product SKU
Product SKU
Product SKU
Product SKU
Product SKU
03
User insights
Leveraging user interviews to refine imagery and messaging
To define the most effective content and layout for the new product page, I conducted ten customer interviews focused on a direct content comparison between our platform and competitors. By observing how users processed product imagery and descriptions, I gathered crucial qualitative insights that would support the decision-making needs of new and experienced customers.
Screenshots of user interviews on usertesting.com
04
Exploring solutions
Leveraging user interviews to refine imagery and messaging
To define the most effective content and layout for the new product page, I conducted ten customer interviews focused on a direct content comparison between our platform and competitors. By observing how users processed product imagery and descriptions, I gathered crucial qualitative insights that would support the decision-making needs of new and experienced customers.