Revamping the PLP

Project Overview

My Role: Senior Product Designer

Caraway Home is an online home goods retailer on a mission to craft well-designed, non-toxic cookware that thoughtfully raises the standards of what you cook with. For the PLP redesign, I led the user research, UI and UX, development handoff, and post-launch optimizations.

Project Goals

• Redesign the PLP to enhance product discovery, improve usability, and boost conversion rates. 

• Increase CVR with filtering.

• Make the PLP easily updatable via CMS to support events, launches, and rapid testing while reducing dependency on development resources.

  
  

User Research

Our team conducted user testing to uncover pain points in discoverability:

• We identified mobile drop-offs due to lacking card designs, swatches, and lack of descriptions to differentiate products.

• Analyzed user behavior across various PLPs using click tracking, search logs, and heatmaps. We found that users struggled to navigate product variety without filtering or visual subcategories.

  
  

  

Phase 1: Product Cards

After a few rounds of AB testing, final designs showcase:

• New modular product cards with customizable content including short descriptions and reviews.

• Added mobile color swatches, a high-impact feature.

• Added desktop hover states and enhanced visual hierarchy to aid quick scanning.

• Designed with flexibility in the CMS to adapt to various business needs. The default product color is flexible, allowing for various colors during campaign events or highlighting the best-selling colors.

  
  

Next Phase: Visual Subcategories and Filtering

• Tested into replacing the text links with image-driven categories for improved click-through rates and discovery from user research sessions.

• Introduced scalable and modular filtering with two interchangeable button styles and a flexible price slider.

• CMS-editable components enabling faster content updates, AB tests, and less development time.

  
  

  
  

  

Metrics:

• Sort accounts for 68% of user sessions and a 4% conversion ratewithin first 60 days.

• 30 days post-launch and we added a couple of optimizations to improve low adoption (ie. sticky filter bar) and there was a +47% increase in daily usage. 

• Significant lift in conversion 3.2% to 5% CVR on the main Cookware, Bakeware, and Accessories PLPs

• Product cards had a 4.7% CVR within first 90 days vs. 3.8% CVR.

• High engagement with mobile swatches and visual subcategory navigation.

• Fully CMS-editable product cards now support ongoing content changes without development.

  
  

  
  

Learnings

• Plan post-launch optimizations with data to make any UI/UX tweaks and new features.

• Due to a few rounds of AB testing on the product cards, test smaller features first.

• Design for CMS integration and flexibility for marketing teams to move faster and scale launches.

• Work with engineering team to build for scalability. The team built in multi-image support for image galleries. Once we are able to support multiple image content, this feature will be tested into.