Client
My Role
Platform
Duration
In early 2021, Peek & Cloppenburg Düsseldorf decided to revamp its online platform to provide a seamless and engaging shopping experience for its customers. This online relaunch was part of the company's transformation, which aimed to become Europe's leading multibrand omnichannel retailer by 2026. As part of this online initiative, a team of highly skilled UX designers, including myself, was brought on board. My primary responsibility was to redesign the outdated Product Details Page (PDP). This case study highlights the challenges faced, the strategies employed, and the outcomes achieved in transforming the PDP into a modern, user-centric interface.
The existing PDP suffered from multiple issues, both in design and functionality. It lacked responsiveness, making it poorly optimized for mobile devices. Additionally, the design elements were outdated, and the feature set was limited, hindering the overall user experience. The challenge was to identify areas for improvement, align the design with the brand's new language, and introduce innovative features to enhance user engagement.
Our research and analysis uncovered critical insights into user behavior and feature usage, guiding the redesign process. By benchmarking against industry leaders and leveraging data analytics, we identified shortcomings in the existing PDP, particularly its lack of responsiveness and outdated design. This informed our decision-making process, ensuring that the revamped PDP aligned with user expectations and industry best practices.
During the design iteration phase, we focused on translating research insights into tangible improvements for the PDP. Embracing a mobile-first approach, we meticulously redesigned key elements to prioritize usability and accessibility on smaller screens.
We began by aligning the PDP design with Peek & Cloppenburg Düsseldorf's updated brand language. This involved refreshing color palettes, typography, and iconography to create a cohesive and visually appealing interface.
Recognizing the growing importance of mobile shopping, we prioritized responsiveness in our design approach. Each design element was carefully crafted to adapt seamlessly across various screen sizes and resolutions, ensuring a consistent and intuitive experience for users regardless of their device.
In addition to addressing design deficiencies, we seized the opportunity to introduce innovative features that would enrich the user experience. The highlight of this effort was the integration of the "Shop the Look" feature, allowing users to explore curated outfits and make purchases with ease.
Throughout the design process, we iteratively prototyped and tested different design iterations to gather feedback and validate our decisions. This iterative approach allowed us to refine the design iteratively, addressing usability issues and optimizing user flows.
Before finalizing the new design, we conducted extensive user testing sessions to gather feedback and validate our design decisions. Participants were asked to perform various tasks on the revamped PDP, providing valuable insights into usability, navigation, and overall satisfaction. Feedback from user testing sessions was instrumental in fine-tuning the design and addressing any usability issues.
The revamped Product Details Page for Peek & Cloppenburg Düsseldorf was successfully launched, marking a significant improvement over the previous version. The new design received positive feedback from users, particularly regarding its responsiveness and enhanced features. The introduction of "Shop the Look" proved to be a popular addition, driving increased engagement and sales. Furthermore, removing redundant features such as the sharing function contributed to a cleaner and more focused user experience.
