Instantly generate, test, and refine shopping experiences, from first touch to checkout
PROBLEM
However, the creation and management of products and PDPs were cumbersome and restrictive.
ROLE
Senior Product Designer
TEAM
1 Product Manager
6 Software Engineers
Design Solutions
GOAL
The goal of this project was to streamline product management and PDP experimentation by reducing manual effort, improving navigation, and enabling seamless A/B testing. By introducing tabbed navigation, enhanced filtering, collections, and PDP variations, we aimed to increase efficiency, improve user adoption, and drive higher conversion rates through better product organization and experimentation capabilities.
Previous UX for Products
What we are seeking to improve
Cumbersome UX – Too many manual steps make product management slow and complex.
No PDP Experimentation – Unlike Landers, PDPs lack easy testing and customization.
Rigid Funnels – Users want to create funnels from PDPs, not be forced into a set flow.
FAVORITE PART
Working closely with our brand users to understand their pain points. The interviews I conducted with them made me really understand what was frustrating about the products page.
Products UX Simplification
A key improvement was implementing tabbed navigation to better organize products. Previously, users had to apply filters to identify bundles or custom products. I introduced dedicated tabs for different product groups, along with a Hidden Products tab to archive unwanted items. Additionally, I enhanced sorting and filtering with more relevant options tailored to product management. We also introduced Collections, allowing users to group products more effectively.
Products & PDP Management
With this new UX, we’ve unified products and PDPs, allowing a single product to support multiple PDP variations for testing and experimentation. Core product settings enable global changes that can automatically apply across all PDPs, functioning like bulk editing. Users can also track and compare PDP performance directly from the product view.
PDP Editor
I redesigned the PDP Editor to align with the overall product’s updated UX/UI. As part of our incremental revamp, the product section hadn’t yet been updated, so this redesign brings it up to date. Key improvements include a cleaner editing canvas, enhanced module interactions (allowing users to add, delete, duplicate, and rearrange modules directly in the preview), and the same functionality in the side panel. Additionally, I introduced separate Content and Styling tabs to improve organization and make editing more intuitive.
Custom Product Creation Flow
Previously, creating a custom product was an inefficient process—users had to navigate into a product, access settings, and click “Create Virtual Product”, which was unclear and hard to find. To improve usability, we surfaced this action outside of settings for better visibility and streamlined the flow to align with the rest of the product creation process. Additionally, we renamed "Virtual Products" to "Custom Products" to eliminate confusion and make the functionality more intuitive for users.
For this project, we aimed to track key metrics that highlight improvements in efficiency, usability, and performance optimization.
And this is what we’ve seen so far":
+80%
user adoption rate (users utilizing the new simplified ux)
3.5
average PDPs to test per product from 1.5
-35%
abandoned rate for custom product creation & pdp editing