Redesigning the PDP for for CVR
Product Design
Project Overview
My Role: Senior Product Designer
Team: Director of Digital, Digital associate, 1 Engineer
Timeline: 1.5 months
Needed is a science-backed fertility, prenatal, and women's health supplement retailer. For the launch I led the user research, UI design, the PDP redesign, and development handoff.
Project Goals
New product launch in a new catalog historically built around capsules and powders.
Increase CVR and AOV to the quarterly metric goals
Push adoption of the multivitamin
Introduce a set of new, reusable components that could extend beyond this launch to other PDPs across the catalog
User Research
To ground the redesign in real friction points rather than assumption, I ran user testing focused on discoverability and purchase confidence.
The gap was clear: users trusted the brand and understood the content, but stumbled on format (single vs. bundle vs. subscription) and plan comprehension. That gap became the primary design target informing a set of optimizations that we then validated with an A/B/C test before full rollout.
Metric | Result |
|---|---|
Clarity | 80% |
Credibility | 80% |
Format confidence | 50% |
Subscription clarity | 70% |
Design
Built various new components utilizing our design system and bringing newness for the new Gummy launch.
Sneak peek into how I organize my Figma files.
Ideation
To Final State
Learnings
4.56% CVR on the new PDP in the first week
Over 300 email sign-ups from the teaser launch
Speed over upfront planning. In a landscape where AI is accelerating iteration cycles, major redesign projects benefit less from extended brainstorm/planning phases and more from getting designs in front of users early.
Designing within regulatory constraint and regulations shaped copy and claims throughout the PDP, requiring close collaboration with legal/compliance to balance persuasive design with compliant language.