Product Detail Page Main Info Revamp
Backgrounds
Product Detail Page(PDP) as most visited page in e-commerce platform have crucial part to drive users’ purchase intention. Have more context in PDP can bring more assurance for the users to checkout the product. But, not all of the information is needed by some segments of users. And that’s my responsibility to make sure the experience delightful enough to boost their purchase intentions without sacrifacing stakeholders needs.
Company
Tokopedia
Release Date
February 2024
Role
Sr. Product Designer
Current Experience
Tokopedia’s PDP divided into 3 big sections: Above the Fold, Enhanced Brand Content, and Below the Fold. Each sections have their own purpose for the users, but the main goal still the same, make users engage & assured with the product before they buy the products.
Then, what happen with Above The Fold section?
As platform team that supporting all stakeholders needs, PDP above the fold section have several conditions:
Cluttered & Texty
PDP have many of informations and all of the stakeholders always want to put their information here. Causing PDP informations cluttered & don’t have clear hierarchy, all of the information want to stand out & want to be read first by the users.Not Festive
”It’s plain, boring, and not engaging. Different with the competitors that really festive & highlight the product if the price is cheaper” this is what users said from the current research. From current research it’s matters to bring festivity for South East Asia users, it can bring joyful & engaging experience that boost their purchase intention.
Challenge accepted!
Had 3 projects inbound from other tribes & 2 from internal PDP for Above the Fold section in the same time, tight timeline, and for big campaign? Here’s what I did to tackle all of that obstacles.
Principles over the visual. Not jump into the solution first, I made the principle and aligned that with the Tokopedia experience directions.
Aiming to give great clarity & scalability about what’s the most important things for the users & company. It’s important to have principles to make sure internal PDP team & other stakeholders align with the directions.
Then? Throw out all of the informations, start it from zero, and redefine the IA & usability based on data + research.
And of course, think big! aim to give best experience for the users.
With less considering technical limitation on this process I can extremely visioning the experience & visual approach that solve company and users problems.
Hang on, let’s take a look the design that we launched ✨
Yes, due the tech limitation & tight timeline we must prioritized the experience that we want to bring first to the users.
All of components in compact size, but still crips 🍘. Even though we aim to reduce the size, great readability is a must!
Result
The refinement and addition of new features to the main information on Tokopedia’s PDP above the fold successfully increased users’ purchase intention. The well-structured information allowed users to skim faster, and the new promotional features provided a better sense of affordability compared to previous iterations. Reflected from ~60% increase in the conversion rate from PDP and a ~40% increase in conversions to order from PDP.