Express — UX Director
Product Detail Page Redesign
As UX Director at Express, I guided a project to enhance the Product Detail Page (PDP) experience. The initiative sought to create a more engaging, informative, and user-friendly PDP aligned with Express's brand values of style and innovation.
The Challenge
- Static images failed to showcase product details, limiting visual engagement
- Complex fulfillment options caused confusion and increased cart abandonment
- No user-generated content prevented customers from seeing real styling
- Shoppers lacked styling inspiration and wardrobe integration guidance
- The ratings & reviews section was outdated and lacked interactivity
The Solution
- 1 New image viewer with video — multi-angle views, zoom functionality, and motion demonstration
- 2 Simplified fulfillment selection — clear options with real-time availability
- 3 User-generated content — customers upload styling photos, fostering community
- 4 "How to Wear It" section — dedicated styling inspiration in various outfits
- 5 Upgraded ratings & reviews — interactive filtering and helpfulness ratings
- 6 Refreshed visual design — reduced clutter and consistent brand language
- 7 Zoomed-in imagery — high-resolution details to boost purchase confidence
Results
- Increased engagement from the new image viewer and video capabilities
- Reduced cart abandonment through clearer fulfillment options
- Higher conversions driven by user-generated styling content
- Increased page views from the "How to Wear It" section
- Improved conversion rates from interactive, filterable reviews
- Positive user feedback on the modernized visual design
- Reduced product returns through detailed zoomed imagery
Gallery
Click any image to expand
"The success of our product detail page redesign isn't just measured in clicks and conversions; it's in the satisfied customers' confidence in purchasing decisions."