My current project is an online store that is especially aimed at women over 50. The focus on this target group naturally brings some special features with it, such as the particularly large click area for buttons, while at the same time the contrast and font size naturally still play an extremely important role. At the same time, this customer group tends to be on smaller smartphones, which was repeatedly visible in analyses.
In some mouse tracking analyses of smaller topics on the product detail page, such as sharelink usage, it was noticed that with normal smartphone use – only the product image is visible on the entry page, but not the color and size selection.
Together with the UI designers I got to the bottom of this problem. It turned out that customers really have a problem – especially the ones with smaller smartphones – if they don’t see all options in the First View.
This hypothesis was also confirmed once again by customer surveys. For this purpose, five customers were invited to expert interviews. In the meantime, they were allowed to browse through the store and were given small tasks by the interviewer.
Consequently, the problem was recognized that the customer needs not only the product image but also the color and size selection to get a comprehensive picture. Which is not possible at a glance.
First of all the click numbers of the current version were examined. There were some interesting findings that some features were not being used. These were then redesigned, placed or removed in the redesign process.
With the old design, you can see that on smaller smartphones like the iPhone 8, the article image is no longer fully visible. Especially when you still consider that there is a sticky add-to-basket button.
So when jumping into the store, our customer does not see the product image completely. The analyses showed that the size and color selection are not in the visible area on the smartphone and customers do not scroll much. Because of this, the thinking was that the product image needed to be put in focus.
In the new design, this is now the case. The customer has the complete article image directly in the First View and finds the price and the different colors below it.
In the course of this, the Sticky Add-To-Basket button was also removed. In addition to the customer interviews, there were also indications in the mouse tracking analyses that this button is very often overlooked.
Together with my UI colleagues, I developed a user-friendly new design. My main role in this project was to analyze the current status and measure the success. This is done through an A/B test. At the same time the customers should be interviewed again about the current state of the PDP to make sure that they feel comfortable and that no problem was overlooked.
Regular reconciliation of the findings and collection of insights is extremely important. This is the only way to measure success and continuously develop the respective site.
"Our customer group is mostly over 50 years old and as a UX team, we try our best every day to optimize the shopping experience on the website for them," says Lena Höcker, UX Researcher at the Witt Group. This also applies to the product detail pages (PDP), which are important for the brand: in order to achieve a fresher look and a better customer experience, the team decided on a data-based redesign of the pages.