design.mikemendez@gmail.com
Product Page Redesign
Role: Lead Designer | Timeline: ~6 months
Results
Increased user engagement
Shoppers spent 6% more time on key sections
Above the fold engagement 12.97% to 32.97%
Specs 1.54% to 4.97%
Additional services .84% to 1.06%
Net Promoter Score rating increased from 4 to 7
Net Promoter Score for Content Dissatisfaction was down 100%
How did we achieve this?
We started by reviewing customer surveys, heat maps, and engagement data to see where the page was falling short. We also held work sessions with stakeholders to understand their merchandising challenges, since they play a key role in promoting and selling our products.
Key insights
No clear hierarchy, making browsing difficult
Too much content, hiding product offerings
Important information buried below the fold
Scroll depth fatigue from long pages
Ul and component spacing felt bloated
Redundant info and services created confusion
Specifications were a priority for shoppers
Using these insights, I redesigned the product page templates. This included in-depth research, stakeholder collaboration, and multiple rounds of iteration and user testing. The result was a page that balanced customer needs with merchandising goals.
What we discovered
Shoppers focus on the product gallery for images and features, not extra page content
Clear, simple language works better than marketing jargon — prompts that spark curiosity help
Specifications needed a complete overhaul in layout and presentation
The "feature" section added little value
A little friction is fine if the content is scannable and easy to navigate
What we did to solve the problem
We reorganized the hierarchy so the most important details appeared right away, making it easy for shoppers to instantly recognize the product without scrolling. Leading with the product name instead of the SKU made it clearer from the start, and placing a large product image front and center helped shoppers quickly confirm they were in the right place.
To save space and keep things clean, we shortened the breadcrumb trail and added a sticky menu, allowing people to jump between sections and find what they needed with less effort.
On top of that, we added image thumbnails to nudge people toward using the gallery to explore product features and benefits. This small change made a big impact, driving a noticeable increase in gallery engagement.
These updates helped shoppers reach their goals faster and led to a big jump in above-the-fold engagement — climbing from 12.97% to 32.97%.
To avoid overwhelming shoppers, we streamlined the additional services content and cut the over-explaining that had been common before. Instead, we used short, clear prompts to spark curiosity — like “What’s included with installation?” — a question many shoppers naturally have when weighing extra services.
We also introduced new components, including mini product cards, improved buttons, and smoother carousel behavior. These updates reduced scroll depth and click friction by making better use of the mobile viewport and fitting more useful content on screen.
Engagement with additional services increased from 0.84% to 1.06%
Quick access to “Specifications” is one of the top priorities for shoppers, since it’s where they confirm the details that influence their purchase decision. Adding a sticky navigation made it much easier for customers to jump straight to this section, and data showed it quickly became a regularly used feature.
I also redesigned the specs layout with a two-column format, making it easier to scan and move between sections without endless scrolling.
Specifications saw an increase in engagement from 1.54% to 4.97%.
I’ve highlighted some of the major changes here, but there’s a lot more that went into this project. If you want to dive deeper or have questions about anything I didn’t cover, feel free to check out the work below or reach out to me directly.
What I learned
Small changes can have a big impact. Not every problem calls for a full redesign — often, refining and updating what’s already there, guided by customer feedback, can deliver meaningful results. These updates were a big step in the right direction, and they’ve opened the door for even more improvements ahead.
More Work
