Problem

The customer service of Pearl Izumi received a lot of product questions. Many products were returned with the reason that the product did not match expectations. Through Hotjar, a heatmap and page insights tool, it was striking that visitors were often lost on the product detail page. This page was therefore presented to visitors with an assignment and it was asked to think aloud. It was thought that the information provided on the page was not sufficient.

"I can't find the trouser that match with this t-shirt. When I scroll down, I can't see the trouser at the related products below. Let's go back to all products. Let's filter on some attributes. (five seconds later) Uhm... Where is the trouser? I can't find it. I leave the webshop."

A Pearl Izumi visitor

Research with user tests and cart sorting

It soon became clear that this page needed some changes. But how will these changes look? To gain more information about what users expect from this page, user tests and cart sorting session were done. This gave a good impression of what information is important for the visitor. It also showed that some information, even though presented on the page, wasn't found.

Usertest (heatmap of a PDP) and cart sorting session with product attributes

Evaluation of information that is presented on the PDP

Wireframes during a brainstorm about the hierarchy of product information

Redesign product detail page

The results of the research led to a redesign of the PDP.

• No need to click trough images (which are very important according to the research), easily watch all images in a grid (desktop). Bigger images for mobile.
• Hierarchy of the information has changed. What the targetgroup wants to know first is displayed first.
• There now is a guide to correctly measure and select your size, intead of only a size table.
• When someone is searching for a trouser that for instance matches with a pair of socks and/or a t-shirt, there is no problematic search anymore. The product combination cards supply possible product combinations for people who like to buy sets. When ordering a set, they ometimes can get a discount.
• With expert-tips from a shop-assistent or a famous cyclist you can get additional info that can help you with the purchase.
• Clear information about the delivery time, positioned at the cart button.
• Clear overview of which sizes are available and which don't.

The page design is released late 2018. Since then there were less customer service questions related to product information, and returns of products with sufficient product information are reduced. The goal for next year is to add more and more product information and product combinations.
To see the design for mobile and desktop yourself, please use the provided prototype links.

Final PDP design (desktop)