Michael Mendez
design.mikemendez@gmail.com
Product Category Page Redesign
Role: Lead Product Designer
Team: Cross-functional (PM, Engineering, Stakeholders)
Timeline: ~6 months
problem
Over half our traffic was mobile, and the category page was built for desktop. It was difficult to explore our product lineup and users often never made it to the bottom of the page.
Key insights
Oversized spacing and UI elements pushed key content below the fold
Users weren’t sure what was clickable
Content was difficult to scan
Filters were hard to access while browsing products
Shoppers struggled to find specific products and information
solutions
I removed non-essential details like member pricing, open box callouts, rebate lines, and reworked the hierarchy so product name, price, and delivery stood out. Tightening the layout put 2.5 product cards on screen at once, up from one.
Product card engagement jumped from 13.5% to 33%
79% of shoppers reached the bottom of the grid wall, up from 32%
I added a sticky filter menu so customers could refine their search without losing their place. This small change made filtering faster, easier, and more intuitive.
Product filtering usage jumped from 1.45% to 3%, and heat maps showed more customers narrowing down their choices with the new design
I stripped the compare tray down to the key elements and made it persistent. Shoppers could now browse, add, and remove items simply by toggling compare buttons. The updated tray took up just 20% of the screen instead of 50%, giving more space for product content.
On the compare page, I replaced the carousel with simple side scrolling, making it easier to view all four columns without extra navigation steps.
Compare tool engagement moved from 0.09% to 0.23%. Small numbers on a feature most shoppers never use, but more than double the engagement.
This project was about rethinking how the page worked on mobile so shoppers could move faster with less effort. It's live on LG.com today, and I'm happy to walk through the full process or answer questions.
What I learned
Surfacing merchandising elements too early in the journey only added complexity. At the category page shoppers are still exploring options, and non-essential content cluttered the decision rather than supporting it. The same offers and callouts work later, on the product page, once someone knows what they're looking at. It's less about how much content and more about when.
