CONTEXT
Paperlust is an online platform offering custom stationery and invitation designs, serving customers worldwide. Specializing in wedding and event stationery, Paperlust enables users to personalize pre-designed templates with their own details. The Product Detail Page (PDP) is one of the platform’s highest-traffic pages and is crucial for driving user engagement and conversions.
PROBLEM
Data analysis showed a high drop-off from Paperlust's PDP to the customization process. Customer live chat inquiries also showed frequent concerns that orders might proceed to production without approval. These concerns indicate that potential customers hesitate to purchase.
SUCCESS METRICS
CONVERSION-FOCUSED ANALYSIS
We conducted an analysis using the LIFT Model to identify issues and opportunities within Paperlust’s product detail page. We approached this like a heuristic analysis, but instead of sticking to Jakob Nielsen's model, we chose the LIFT Model. This way, we could focus more on converting visitors to the next step in our process, which is customization.
RESEARCH
The initial problem we set out to solve was the lack of reassurance in Paperlust's information. However, our research—including data clicks and heatmap analysis, user chat logs, and benchmarking—revealed that the issue was more complex. It also involved the navigation scheme and hierarchy on the site, which might be contributing to the drop-off rate.
FINAL SOLUTION
With our research in hand, we gained a clear understanding of user needs and pain points, which we distilled into four key insights.
DESIGN DECISION
Navigation
We started by focusing on the navigation bar, with the hypothesis that the previous navigation (hamburger menu on desktop) was limiting the user experience. Since we wanted to move quickly, I collaborated with developers to revert to the global navigation bar while keeping the design the same. Analytics later confirmed a drop in the bounce rate.
Photo Previews
Paperlust offers visually driven products, and we wanted to showcase both digital designs and real product photos. To give users a clearer expectation of the variety available, we replaced the dot indicators with a design gallery beneath the main product image, making it easier to browse multiple photos at a glance.
Product Visualization
Previously, the paper types section only displayed the selected option, requiring users to open a sidebar to view all available options. To improve the experience and reduce hassle, we now display all options upfront, with a "What's the difference?" button for users who want to compare details in the sidebar.
Hierarchy
We revamped the right-side layout by deprioritizing non-actionable elements and prioritizing key information, including moving the quantity field to the top for improved visibility. To simplify the user experience, we removed irrelevant details and organized essential information into tabs.
FINAL DESIGN
We started by focusing on the navigation bar. Since we wanted to move quickly, we hypothesized that the previous design (hamburger menu on desktop) was limiting. I worked with the developers to switch back to our global navigation bar while keeping the design the same. Analytics later showed a drop in the bounce rate.
BUSINESS IMPACT
Following the PDP optimization, we tracked key metrics to measure success. The results highlight significant improvements: more users reached the customize page, signups increased, engagement went up, and the bounce rate dropped. These changes made a noticeable impact on user behavior.
TAKEAWAYS
I particularly appreciated the opportunity to delve into psychological aspects and behavioral design principles throughout the project. This experience improved my understanding of how user behavior influences design choices, enabling me to create a more intuitive and engaging user experience.