Case study

Help me understand the product

Background

Whilst head of online merchandising at O2, they had a major launch (O2 Refresh) with changes to product and tariff pages. Time had run out and the original redesign wasn’t approved.

I was asked to provide UX consulting on the product page. The online product team booked an emergency workshop, for which I quickly mocked up concepts.

 

 

The old product page

My team and vendors like HTC, Sony and Nokia were crying out for more merchandising space.   The old page was limited to a text only description and 3 product images.

In addition, buyers couldn’t see all the colour and size options on one page. Instead they had to visit separate product pages to see the options.

Old O2 product page

old-o2-product-page

The original proposed redesign

product_page_original_redesign

The original proposed redesign of the product page wan’t approved.  It inserted O2 refresh tariff content into the phone product page, pushing the product information down.

Empirical evidence and AB testing that I’d done in the past proved that you’ve got to talk about the product on a product page.  Inserting non product content so prominently would have confused buyers.

Mockups for the emergency workshop

I was asked to provide UX consulting for the product page.  Below is the rough mock up that I prepared.

o2-product-page-mockup

Below is the working prototype I prepared.

Final design and compromises

Following the workshop, the product team redesigned the page in just 4 days.  The final design is below.  The good news was that we could merchandise products properly and vendors like Nokia, Sony and HTC were delighted.  Compromises included 1) non product USPs interrupting the product content, 2) too many tabs, 3) main call to action not prominent,  4) visual clutter,  5) no stock status and 6) not being able to show all colours and sizes on one page due to technical limitations.

My mockup

o2-product-page-mockup-2

Final design put live

new_o2_product_page

Results

0 %
INCREASE IN CLICK THROUGH RATE
0 %
DROP IN BOUNCE RATE
10
SOME PAGES MOVED TO GOOGLE PAGE ONE