Product Description Page
Problem
When the 1-800 Contacts app was first launched in 2012 and then redesigned in 2015, the flow never included a Product Description Page–a page where users could get more information about the box they selected. This non-traditional flow seemed to work for several years but the team wondered if we were missing out on a chunk of users by omitting information that may be crucial to some.
Timeframe
Feb 2017
Old Flow
Process
When sketching out concepts for the Product Description Page (PDP), I wanted to surface only the most crucial information and make the "Continue" button instantly visible. The team also talked about adding a "Reviews" and "Q&A" section to the page so I designed some concepts around that as well as some prototypes. This project went through 3 iterations.
Prototype
After a week of sketching, designing and presenting to our team, I created several prototypes that we tested on users. Below is one of the prototypes. Feel to free to play around with it and select a product to see how the prototype works:
FINAL DESIGNS
Product List Page
Product Description Page
I surfaced only the most important information such as lenses per box and how long each lens lasts, as well a brief description with an option to read more. I also added a link to our guarantee modal which lists some of the perks of ordering through us. I did that because of research that says placing benefits around a call to action button results in higher conversion.
Which Eye(s)
Guarantee Modal
1-800 Contacts recognizes that what we have to offer more than any other contact-selling company is our customer service. That's why I wanted to dedicate an entire page listing the perks and benefits of ordering through us–this is where we shine.
A/B Testing
Other versions that I designed included a "Reviews" and "Q&A" section, as well as adding price to this page (we currently show price on a separate page were quantity is selected). As we collaborated on this project, we discussed the pros and cons of having that kind of information on a product page, especially for contacts. By nature, a user doesn't really browse for contacts. They are prescribed a specific brand by their doctor so they cannot choose something else. Therefore, we wondered if providing product reviews and product q&a would be helpful at all. It might even turn users away if the product reviews are not good (even though they can't choose something else). For now, we are moving forward without reviews and q&a or pricing but will test it against this new design if it does well.
