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Images and Videos
Images and enhanced instructional videos are present at the top of the product description page — the most requested attribute in testing.
Directive
The UX team received insights from the Customer Happiness team regarding the Product Description Page — customers couldn't find what they needed on the site. With the CHT fielding simple inquiries, they were being pulled away from strategic work that mattered. Data confirmed it: despite healthy sales, our Add to Basket rate was significantly below the industry average, telling us customers wanted the product, but the PDP was getting in the way.
Through rounds of usability testing and design iteration, we arrived at a PDP we were confident in launching. The screens below represent key moments in the UX journey — each one a direct response to the pain points surfaced in our initial interviews.
Results
Images and enhanced instructional videos are present at the top of the product description page — the most requested attribute in testing.
Users can now see exactly where this product fits within their skincare regimen — with the ability to expand each step and learn more about how it works in context.
The product's skincare step is now clearly surfaced within its regimen, alongside key usage details — giving users the context they need to make confident purchase decisions.
The editorial language of the page reinforces NIOD's scientific identity — restrained, precise, and confident in letting the product speak.
