Mejuri

Product Description Page Redesign

Year

2024

Launch Date

Fall 2024

Project Type

UX/UI

Role

Lead Product Designer

Agency

Project Overview

Mejuri is an e-commerce jewelry company renowned for its exquisite collection that blends sophistication with innovation. As the company's inventory expanded, the need to enhance the shopping experience became paramount, particularly on the Product Description Page (PDP). The PDP serves as a pivotal touchpoint in the customer's journey, influencing the decision to purchase. With an increase in product variety, the existing PDP structure struggled to scale, leading to a cluttered interface that compromised user experience and confidence.

Problem

Mejuri faced challenges with the PDP's scalability and organization, resulting in a cluttered layout that obscured important product information. This issue was detrimental to new users and threatened to undermine trust as the company scaled.

Approach

User Research

Utilized Hotjar & Google Analytics to understand user behavior and pain points. Supplemental research from the Baymard Institute & Nielsen Norman Group, alongside benchmarking and market research, informed our approach.

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Accessibility

Ensured compliance with WCAG standards, a previously overlooked aspect of PDP design.

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Ideation & Prototyping

Developed various design options to tackle the identified challenges, creating prototypes in Figma for usability testing.

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Usability Testing

Conducted moderated testing via Respondent.io, allowing direct engagement with users to validate ideas and identify areas for improvement.

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Results

The redesigned PDP addressed core issues, offering a streamlined, accessible interface that reduced the need for excessive clicking and scrolling. Key improvements included:

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  • Enhanced product visibility and scale representation.
  • An optimized size guide to assist purchase decisions.
  • Dual placement of honest customer reviews for increased trust.
  • Styling inspiration and journey continuation options through similar product recommendations and set bundling.

Key Takeaways

This case study underscores the importance of a user-centered design approach in addressing complex e-commerce challenges. The Mejuri PDP redesign not only enhanced user experience but also aligned with business objectives, setting a precedent for future digital initiatives.

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  • Leveraging user feedback was crucial in refining design choices, particularly for variant selection.
  • The inclusion of detailed, scale-accurate images significantly influenced user engagement.
  • Customer reviews emerged as a critical factor in the decision-making process, necessitating their prominence.
  • Offering styling suggestions and alternative product recommendations helped maintain interest and potentially increase cart value.

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