iOS app Item detail page refresh

“Help me find what I need quickly”

Nativeredesign_header.png
 
 
 

Project overview

USER PROBLEM

The native item detail page is long and a lot of relevant information appears towards the bottom of the page. Buyers can’t easily find retail standard information such as item and product description, shipping, returns and seller information to help them complete their purchase quickly. They need to manually scroll to the top of the page to make a buy action.

GOAL

Build a machine-learned, modular page that shows the correct information hierarchy to users based on their needs, thereby enabling users to make quicker and more informed purchase decisions.

ROLE

Lead Designer

User Research, UX, Interaction, Visual design, Prototyping & Testing

April 2020 - Now

 
 
 

Design process

RESEARCH & ANALYSIS

native_competitve.png
 

COMPETITIVE ANALYSIS FINDINGS

It is more common to add locking buttons on long pages; Some use a wayfinder to help guide users. It is more retail standard to have all the critical information on single scroll.

DATA

Another team tested locking buttons on their domain and it was very successful.

 
 
 
 
 

design & USER TESTING

 

DESIGN

Based on the competitive analysis and a successful A/B test on another page we came up with potential solutions:

  1. Surface locking buttons when inline buttons are not presented.

  2. Add a wayfinder to give quick access to the information users need.

UER & A/B TESTING

Multiple rounds of user research were conducted with our primary users to test our hypothesis on locking buttons and to get feedback on the interactions. We received positive feedback on how the new feature would speed up purchase without scrolling back.

Based on the research results, we started A/B testing on the current production platform.

 

CHALLENGES & PIVOTS

native_challenge.png
 

I have put together a mock for locking buttons and a wayfinder (produced by another designer) as they are planned to launch together. Unfortunately, I found some problems in combining the two features:

1. Two features take a lot vertical space which will cause problems, especially on smaller devices.
2. Both features are trying to solve the same problem - easy access.

 
 

I questioned “Are these the right solutions or is it just a quick bandage?”
”What is our user problem?” Our user problem is that the page is too long and it’s not easy to access information users need. It is true - it’s too long and information is pushed to the bottom. We should create a design that provides users the information they need quickly rather than giving our users a map to find info.

 

Are these the right solutions or a quick bandage?

 
 
 

PIVOT

There has been a separate path on modernizing the page by updating information hierarchy and interfaces. Among the list of things we are testing, the use of progress disclosure & switching modules within the page have been received well by our users. Hence, even though these take longer to build compared to the locking buttons and a wayfinder, it will allow us to shorten the page and also provide useful information within a single scroll.

Currently I’m in the middle of pitching a proposal to the product team.