PDP Modernization

Redesigned the product page experience to guide users through fulfillment options with confidence and clarity.

Project Overview

Goal

Redesign the product page to guide users through complex fulfillment options and empower confident purchase decisions.

Outcome

Delivered a fully redesigned experience validated through 15 different A/B tests. Consolidated user flows into fewer steps and reduced the number of unique templates used across the enterprise, improving both usability and maintainability. Resulted in an annualized $20 million in revenue.

My Contributions

Identified key friction points and gathered input from stakeholders across business units
Used a double diamond design approach to define problems, explore solutions, and align on a validated direction
Conducted industry patterning and a Kano analysis to prioritize high-value features and remove low-value complexity
Led user research and usability testing to validate design concepts and uncover user expectations
Advised on A/B testing strategy to measure design impact, and iterated on core features based on performance data

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