Product Description Page (PDP) Redesign

Bass Pro Shops Responsive Design
Bass Pro Shops has always been in the business of putting customers first and helping them get the products they need to enjoy the outdoors. In keeping with the times Bass Pro Shops is working on redesigning and improving their website.

Design Process

Define

What is the problem that needs to be solved?
The Problem
Presenting multiple buying options contributes to the most significant pain-point to an already confusing user experience by creating too much flexibility in the purchasing journey, as well as a lack of clean and well-organized data, and poor messaging. Product Description Page's (pdp's) are one of the highest trafficked pages on bassproshops.com and these issues contribute to a high abandonment rate.
The Goal
Provide our users with a buying journey that is reflective of a global eCommerce experience geared towards our persona set that drives higher conversion rates and average order value while decreasing abandonment rate and time on page in an iterative agile approach.
Contributions
Lead UX Designer
Research • UX/UI Design • Usability Testing
Discovery
What is the users perspective?
Personas
Ideate & Design
Sketch & design ideas based on the findings uncovered during the define & discovery PHASES.
Sketches & Wireframes
Final UI Designs
Desktop
Tablet
Mobile
Validation
Test the designed solution to validate it against the problem statement.
Prototype
Usability Testing Goals
Pricing
• Does simplifying the product pricing display help users understand what they are expected to pay as well as how much they are expected to save?
SELECTORS
• Do standardized product selectors make it easier for users to make product selections?
• Do enhanced selectors (including “Sale” for specific items) make it easier to determine what is on sale?
IMAGES & VIDEOS
• Does grouping product images and videos help users?
CHARTS
• Does separating chart information and  reviews information make the page easier to interpret and understand?
REVIEWS / Questions & answers
• Does presenting additional customer reviews (‘all reviews’) and questions & answers on a separate page simplify the experience?
Usability Testing Results
Pricing
• Displaying the range of prices was easier to interpret.
Selectors
• Standardized selectors easily recognized and used between products.
Images & Videos
• Separating images and videos fit the users expectations.
charts
• Easier to read and interpret. Some users liked having charts open by default.
REVIEWS / Questions & answers
• Customer Reviews: Easier to read and filter/sort.
• Q&A: Easier to read and interpret.
Overall
Users were very satisfied with the new design approach and would recommend Bass Pro Shops to a friend/colleague.
Implement
Monitor the performance of the design in the production ENVIRONMENT & make improvements as needed.
Analytics
Phase 1 Implementations

⬆︎3.4%

Revenue Change

⬇︎28.7%

Bounce Rate

⬆︎8.1%

Conversion
PHASE 2 IMPLEMENTATIONS

⬆︎2.3%

Revenue Change

⬇︎29.3%

Bounce Rate

⬆︎5.5%

Conversion