Product Detail Page Redesign
Helps seniors quickly find essential purchasing information with minimal cognitive load, resulting in a 60% increase in conversion rates within 3 months of launch.
Role
UX/UI Designer
Researcher
Responsibilities
Discovery Research
UX/UI Design
Graphic Design
Usability Test
Design Hand-off
Team
1 CEO
1 Developer
1 Marketing Specialist
1 Photographer
Timeline
3 Weeks, 2021
During the pandemic, we shifted our business entirely online. However, the website—designed over a decade ago—looked outdated and failed to convey a modern or trustworthy brand image. While online traffic increased significantly, the conversion rate remained low, bounce rates were high, and we saw a spike in phone inquiries from customers.
Emergency kits are the company’s main revenue driver, and seniors make up our primary customer base. Therefore, our top priority was to improve their online shopping experience for emergency kits. Usability tests identified the product detail page as the most problematic: users struggled to add kits to cart due to cluttered layouts, hard-to-locate information, and overwhelming content.
The redesigned page emphasizes clarity and ease of use for seniors. It uses strong visuals and minimal text to enhance clarity and reduce cognitive load. A single long page provides intuitive navigation, while a clear information architecture and accessible UI enabled seniors to easily find and understand key information.
After launching an updated product detail page in November 2021, conversions for the 2-person deluxe emergency kit increased by 60% in the first three months.
Every design decision balanced short-term usability with long-term scalability. By anticipating future needs and thinking holistically, the solution not only worked effectively today but also remained adaptable for tomorrow—minimizing developer rework and preventing disruptions to user behavior patterns.
