Project
Refresh a dated product page to clarify pricing, reduce scrolling, and increase sales.
Recommendation
Simplify and clarify the product description page to accurately reflect the pricing tiers and individual item pricing. Modernize the visual appeal of the site to engage customers, increase time on the site and strengthen conversion.
UX Components
Competitive Audit
Wireframes
Stakeholder reviews
High-fidelity prototypes
Requirements Documentation
Orchard Brands (Blair, Appleseed’s, and Damon’s & Drapers), part of Bluestem Brands, sold private-label clothing through ecommerce and catalog mailings. After years of incremental updates, the product detail page needed a full review. My role: lead UX designer for the product detail page across all three sites; worked with a product owner, developers, marketing managers, and analysts.
Goals
Display clearer pricing.
Reduce scrolling through efficient use of space.
Bring visual UI into alignment with competitors.
Drive sales through cross-selling.
Orchard Brands Product Pages
Refresh a dated product detail page to clarify pricing, reduce scrolling, and increase sales.
Starting Point: Product Detail Page
While the basic information is here, it lacks style, clarity, details - and opportunities to engage.
Clarify Price Range by Using Specific Pricing Tiers
Customer service recorded customer calls that indicate that it is difficult for customers to understand the meaning of the price range listed on an item. Until they select a size and color, they don’t know what the actual price will be. Having items broken down into price tiers will allow the customer to see at-a-glance which colors are at a specific price.
Increase Sales with “Complete the Look” Suggestions
The typical Orchard persona is female, 60 years and older. Tracking their behaviors has indicated their desire to purchase an entire “look” or outfit to make it simple to get dressed for an event. Introducing a section on the product page with outfit suggestions will help them put together a look and may prompt them to complete a larger purchase.
Results
The price tiers and the Complete the Look shipped at the same time. We ran the redesign as an A/B test against the existing page for 10 days. Conversion for both pages rose and fell with the day of the week, as shopping habits do, but the new page converted higher on every day, by roughly 2 to 4 points. Typical days were around 6% for the original and 10% for the redesign. Based on that result, we rolled the new design out to all customers.
Daily conversion rate, original vs. redesign, 10-day A/B test (values approximate).
Summary
Clearer pricing and outfit suggestions together lifted conversion from roughly 6% to 10% on typical days of a 10-day A/B test, and the redesign was rolled out to all customers. Pairing what customers told our service team with how they actually shopped gave us a clear, testable hypothesis.
Next Case Study: Overhauling Checkout