My Role

Leading the design process for this PDP project from inception to completion.

The Problem

The current growth team strategy for organic search drives traffic to instapages created by the Product & Marketing team. These pages had little design lift/input which resulted in an informative but sub-par experience overall.

Goals

Short-term

To design & implement a modular product description page that can accommodate a variety of drugs and supplements while accounting for product requirements, engineering limitations, and regulatory guidelines.

Long-term

Being able to expand the scope of the product description pages to accommodate Coves’ entire assortment of products and to also support custom one opt pages for partnerships. In addition, being able to templatize PDP implementation to allow dynamic data coming from the back end for all product descriptions, related content, and reviews.

Stakeholders

• Design Lead - Oversight on design process + design direction

• Engineering - Implementation, technical scoping

• Product - Product requirements + feature scoping

• GM - Decision maker

• Copy - Supportive role

Approached with a problem about sub-par experience…

The product design team which consisted of my manager and myself were approached by Product wanting to have a better experience on our product display pages. The current state of these pages were put together by Product & Marketing through instapages.

First we gathered data from what we already knew about our old PDPs

• We gathered information on google shopping performance through our data team which can easily be seen through the Looker dashboard.

• Most issues reported by customers is the lack of information on our products.

I created some patterning from different companies to gain some insight.

As a designer it is always good to find unique solutions but never having to reinvent the wheel completely. Patterning exercises were a good way to figure out what is working out in the world right now. I met with stakeholders and presented certain modules that I thought could work. Being able to thoroughly understand from a business standpoint what our stakeholders want helps push the design process forward and create a checklist on business requirements.

I went through a few rounds of wire framing.

Based on insights from the meetings with my stakeholders and a few rounds of wireframes, I was able to hone in on an initial prototype to present as a first design review. About 90% of Cove customers are mobile users while the other 10% are desktop users, knowing this I can proceed to implement mobile first design.

• The idea of providing different solutions to a problem is great, which is why I created 2 different versions of PDPs. The first version is product focused while the second version is price focused.

• Various modules each presenting different information for users to become educated on the product and Cove platform.

• Created new iconography to help separate information and create a sense of visual hierarchy. 

Final designs after Product, GM, & Product Design Lead gave go ahead

I made final changes to the PDPs after receiving all feedback and any concerns from the first two design reviews. Final design was signed off async.

Meeting with Tech Lead for implementation & tech specifications

• I talked through the design with Tech Lead to align on implementation. Going over any new components such as iconography and new lifestyle photography.

• Explained how this implementation can be used for future products and partnerships by dynamically changing certain modules per product.

New PDPs are out in the real-world

During this process we noticed that page load times were slower than usual on our PDPs. Knowing this engineering has been proactively trying to figure out a solution but engineering bandwidth is currently being stretched thin. At the moment only specific PDPs are live.

Nurtec-only leads are converting at around ~30% LTP compared to our old designs. Reasons for this:

• Nurtec is our partnership that is running a lot of marketing.

• The product costs $0 for Cove because insurance is handled off-site. Which is one of the first products we offer via insurance.

• The PDP is giving them the right amount of information to educate users in making the right decisions for their own benefit.