Problem to solve/opportunity
- User: Improve discoverability and digestibility of product detail content for our users to make the research/information more useful to our readers
- Compare Products easily with all its features, price and category to help buying decision faster
- Increase likelihood of conversion on our round ups by providing a more digestible/useful experience via an improved UX
- Provide a flexible structure/UX to be able to leverage more/different editorial content for our product review information
- Long term: improved UX → improve rank
Old Design
We targeted two specific audiences
- Research Intent: Users who are willing to buy but need and want to do research in order to educate themselves on the best products for them.
- Ready to buy: Users who are ready to purchase and may only be looking for the best value or are further down their education journey and have narrowed down options best for them. These users just want to shop and compare and care less about the additional context and research.
Competitive Analysis
- To understand what our competitors are doing from a UI/UX point of view to identify gaps and assess what might be working or not working.
- Generate a list of features and designs to build and test
Design Explorations
Final Design
Impact
- Improved discoverability and digestibility of product detail content for our users.
- User experience for comparing products improved as a result the convergence rate increased.