DESKTOP PDP Experience
MOBILE PDP Experience

A crucial touchpoint in the user’s shopping journey is the Product Description Page (PDP). This is where our users will make their purchasing decisions such as sizing, colorway, outfit building, and ultimately adding to cart. We knew the redesign was crucial to escorting our users down the shopping funnel, but also an opportunity to elevate the Ralph Lauren brand. Under creative direction from Eden Smith and Rachel Felsinger, I partnered with Mersedé Mirshamsi in designing a best in class experience for our users.

Despite tight timelines, we worked tirelessly to create thoughtful, user-centric designs and usable prototypes – flexing the power of FIGMA and Principle. Our decisions were embolden by leveraging existing user engagement data and partnering with our User Experience Research team to AB test iterations. Some products have a lot of customization aspects to accommodate, so we had to work cross-functionally with our business teams and personalization teams. These conversations led to incredible collaboration that pushed our final designs towards success. Implementation was arduous at times, but we had an amazing dev team that worked tirelessly to build out our new experience. We tested, provided feedback, and revalidated any bugs or issues we came across to end on a polished final product.

To measure success, we compared our holiday site sales data from pre-redesign to post-redesign. We saw a lift in average order value across our global markets. As we move forward, we plan on monitoring engagement to drive adjustments to our PDP.