Project at Publicis Sapient. Thorough product detail- and product overview page redesign for one of PS nordics biggest customers.
For 5 months, I was fortunate to do an internship at Publicis Sapient, together with the experience team in Gothenburg.
Publicis Sapient is a digital transformation partner helping established organizations get to their future, digitally-enabled state, both in the way they work and the way they serve their customers.
During my time there, I had the chance to work with one of PS Nordics biggest clients in a project spanning over three months. But due to confidentiality, I can’t disclose the customer’s name or show what I’ve done as it’s yet to be implemented and launched. However, I will describe the design work and what I did.
During my time there, I had the chance to work with one of PS Nordics biggest clients in a project spanning over three months. But due to confidentiality, I can’t disclose the customer’s name or show what I’ve done as it’s yet to be implemented and launched. However, I will describe the design work and what I did.
The client wanted a redesign of their product detail pages (PDP) and product overview pages (POP). The redesign was intended to build brand awareness, increase engagement, bring structure to the information presented, and make general visual improvements. In other words, it was a broad case. We explored and defined the boundaries of the project through the iterative process together with client during our client check-ins. I worked in a cross functional agile team consisting of a project manager, a lead UX-designer, and a UI-designer. My role was called “supporting UX”, but I was given the freedom to contribute more than just assisting and supporting the lead UX-designer.
I took part in every step of the process; client meetings, research, ideation, design exploration, and some UI designing.
We initially discussed and talked about what kind of approach that would be appropriate for this case. We agreed that an MVP and mobile first approach in the design process would be of value. MVP - to achieve great value at aminimum effort for the client. Mobile first - to strengthen a display format that is often neglected or overlooked
As the case was quite broad, we started off by collecting UX benchmarks and best practices on PDP’s, POP’s and explored how they could be implemented in our case to lift the experience. After refining our initial sketches, we had our first client check-in to align with the client and to choose what direction in the design that would be most appropriate. The project consisted of frequent iterations and check-ins with the client to make sure that the client would feel a sense of satisfactory during our final handover to them.
With MVP as our starting point, we implemented simple changes that had the potential to add a lot of value for the customer.
However, few things on the pages remained unchanged at the end of the project because we did identify room for improvements in several aspects. Some of the major changes we did was:
We organized the information on the PDP in a way that felt more intuitive andaccessible. We made sure that the most relevant information was presented atthe top, so that customers could quickly make an acquaintance with the product.
We came up with a design proposal on how the image content on the PDP could be presented in a way that would lift the experience. For this we made an image carousel solution that maximizes the image content and is easy to navigate.
The PDP’s were also very heavy in copy, making the page inaccessible for people who for example are having difficulties with sorting through information. Sometimes less is more, so we organised much of the detailed information in an accordion, giving the users the power to choose whether they wanted to take part in the information or not.
As for the POP, we improved the cross-sell experience by showcasing and making subcategory listing and product family listing more accessible for the users.
For both pages, visual improvements were made to give a more modern look and feel. We reviewed and adjusted font sizes, line hight, and increased white space on the pages to make the design a bit cleaner, easier on the eye and more accessible.