Lowe’s - Big Picture Product Detail Page
Introducing an enhanced and refined product detail page, strategically designed to deliver pertinent information first and is presented in an organized manner.
My Contribution:
As the only designer on this project, I worked closely with a UX researcher to incorporate customer insights and validate the final designs. Beyond designing the product, I also conducted an in-depth analysis of the current state and performed market research to inform our decisions
Problem:
This project entailed addressing two key challenges. Firstly, we needed to assess the effectiveness of the information we were presenting to our customers on the Product Detail Page. Secondly, we needed to explore how we can surface Lowe’s Protection Plans and its benefits in order to help boost attachment rates.
Objective:
Firstly, we aim to prioritize and organize the information displayed on detail pages, guaranteeing its optimal order. Secondly, we strive to elevate the presentation of Lowe's Protection Plans, enhancing their visibility and appeal, ultimately driving higher attachment rates.
When assigned to this project, I collaborated with a UX researcher throughout the entire process. During the initial phase, while the researcher conducted user interviews, I conducted secondary research, which encompassed a heuristic evaluation based on Baymard Guidelines to identify areas where our experience adhered to or violated certain guidelines. Furthermore, I conducted an extensive competitive analysis to evaluate our standing in comparison with both direct and indirect competitors.
Overview of Primary and Secondary Research:
In this section you will see an overview of our User Research, Heuristic Evaluation, and Competitive Analysis.
Detailed Findings - Heuristic Evaluation:
Overall Key Takeaways:
Detailed Findings - Single Item, Product Variant Selector (PVS), and Parent Child Relationship Page (PCR):
This section provides comprehensive insights into the current state of each page listed above, accompanied by a comprehensive analysis of how our competitors emphasize distinct elements on their product detail pages. To ensure clarity and organization, we have divided this section into three distinct categories: Above the Fold Content, the Buy Section, and Below the Buy Section. In the following pages, you will find detailed findings on our existing framework and valuable insights into competitor strategies, facilitating a holistic understanding of the market landscape.
Detailed Findings - Collection Pages:
This section provides comprehensive insights into the current state of Collections, accompanied by a comprehensive analysis of how our competitors emphasize distinct elements on their Collection Pages. In the following pages, you will find detailed findings on our existing framework and valuable insights into competitor strategies, facilitating a holistic understanding of the market landscape.
In this phase, we leveraged the insights and feedback obtained from our Primary and Secondary Research to develop concept designs for user testing. This section showcases concept designs for a Product Variant Selector, Product Child Relationship, and a Collection Page. To maintain clarity and organization, we have categorized this section into three distinct segments: Above the Fold Content, the Buy Section, and Below the Buy Section.
Concept Designs - Product Variant Selector (PVS):
This section encompasses two distinct design types. The first design showcases a reorganized layout that rearranges elements from our current site, prioritizing the most valuable information upfront. The second design features the ideal layout, streamlining content to include only elements of utmost importance to customers. All the designs you are seeing today can be transferrable to a single item product detail page.
Concept Designs - Collection Page:
This section encompasses two distinct design types. The first design represents a transitional approach, incorporating features that can be implemented using our current technology capabilities. The second design represents a future state vision, encompassing features that would require time and technological advancements beyond our current capabilities. All the designs you are seeing today can be transferrable to a product child relationship page.
In this phase, we conducted user testing to gather feedback on our concept designs for the new and improved Product Detail Page on a PVS and Collection Page. Based on the feedback received, we refined our designs to arrive at the final recommended concepts. Within this section you will see final recommended designs for a Single Item, Product Variant Selector, Parent Child Relationship, and Collection Page.
Overview of Research Conducted:
Validation Findings & Final Designs - Single Item & PVS:
This section presents the validation findings and final recommended designs for a Single Item and PVS Product Detail Page.
Validation Findings & Final Designs - PCR & Collection Page
This section presents the validation findings and final recommended designs for a PCR and a Collection Page.
