Enhancing the Product Description Page (PDP) on a Chemical Products E-commerce Platform

In the context of improving the user experience on a chemical products e-commerce platform, the Product Description Page (PDP) plays a crucial role in helping customers make informed purchasing decisions. This case study focuses on a single round of UX research aimed at identifying and addressing pain points related to the PDP. Through a structured research process, we were able to uncover key insights that led to actionable recommendations, ultimately enhancing the usability and effectiveness of the PDP.

Summary

Storytelling is important for UX Research, and different storytelling structures can help us convey the nuances and outcomes of a project in different ways. The STAR structure (Situation, Task, Action, Result) is one of the most common structures used in UX, but feel free to select from the dropdown if you prefer a different structure:

Select a Storytelling Method: STAR (Situation, Task, Action, Result) CAR (Context, Action, Result) SOAR (Situation, Obstacles, Action, Results) HERO's Journey (Departure, Initiation, Return)

Background:

The PDP is a critical touchpoint for users in the e-commerce journey, particularly in mission-critical industries such as biopharma and healthcare. It serves as the primary source of information for customers evaluating products. However, initial feedback from users indicated several challenges, including difficulty in finding key specifications, confusion over pricing, and limited information on product availability. This cycle of UX research was dedicated to understanding and resolving these issues to improve user satisfaction and drive sales.

"I'm focused on the impact our lab's research has on the world, and I trust our supplier to get me the chemicals and consumables I need to stay focused."

Setting SMART Goals

SMART Goals: Setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals was a crucial aspect of this research cycle. These goals provided clear direction and helped ensure that the efforts to improve the PDP were both focused and effective. By defining specific objectives, we were able to measure progress, achieve targeted outcomes, and drive meaningful changes. Below are the SMART goals established for the PDP cycle:

These are two examples of SMART goals from this project:

1. Improve Clarity of Product Specifications:
   • Specific: Implement a feature to display product specification test results in a collapsed default state, with a "Show More" option to expand the section.
   • Measurable: Increase user satisfaction with product information clarity by 30% as measured by post-implementation user surveys.
   • Achievable: Develop and deploy the feature within 3 months based on feedback and testing.
   • Relevant: Clear and accessible product specifications will improve the decision-making process for users, leading to higher satisfaction.
   • Time-Bound: Complete the implementation and achieve the clarity improvement within 4 months.
2. Enhance Visibility of Product Availability:
   • Specific: Improve the visibility of product availability by displaying stock levels and availability status directly on the PDP.
   • Measurable: Increase the accuracy of availability information by 40% and reduce user inquiries about stock status by 50%.
   • Achievable: Implement the visibility enhancements within 3 months, based on user feedback and technical feasibility.
   • Relevant: Enhanced visibility of product availability will reduce uncertainty and improve the user experience, leading to higher conversion rates.
   • Time-Bound: Complete the visibility improvements and achieve the accuracy and reduction targets within 4 months.

Process and Methodology:

To achieve my objective of identifying pain points and opportunities to enhance the user experience, I employed a mixed-methods approach that combined qualitative and quantitative research methods appropriate to generative stages of UX research.

1. Research Plan: Developed and reviewed a research plan with the Design Lead, outlining objectives and methodologies specific to the PDP.
2. Screening Survey: Created and deployed a screening survey using Microsoft Forms to identify relevant participants.
3. Discussion Guide: Crafted a focused discussion guide, reviewed for alignment with research objectives.
4. User Interviews and Usability Testing: Conducted in-depth interviews and think-aloud usability testing to observe user interactions with the PDP.
5. Competitive Analysis: Used Excel to analyze competitor PDPs for industry best practices.
6. Persona Development and Journey Mapping: Utilized Mural to create updated personas and user journey maps highlighting PDP interactions.
7. Present Findings and Recommendations: Delivered presentations to the Design, Dev, Project Management, and Client Executive teams, detailing pain points and actionable design recommendations.
8. Repeat for Next Phase: Applied similar processes to subsequent phases, ensuring continuous improvement.

During the PDP cycle, data was analyzed using both quantitative and qualitative techniques. For comprehensive qualitative data analysis, I utilized Atlas.ti, which allowed me to systematically code and interpret user feedback from interviews and usability tests. This analysis was crucial in identifying key insights and pain points.

The insights gathered were used to develop actionable recommendations for enhancing the PDP. These findings and recommendations were compiled into a detailed report, which included a thorough examination of the data and proposed design improvements. To ensure effective communication and facilitate discussions on implementation, the report was supported by a series of presentations to the client, engaging stakeholders and guiding the next steps in the UX improvement process.

Findings

The research into the Product Description Page (PDP) revealed several critical pain points:

• Specification Accessibility: Users had difficulty locating key product specifications, leading to frustration and confusion.
• Pricing Clarity: Pricing information was often ambiguous, causing delays in the decision-making process.
• Availability Data: Limited availability information made it challenging for users to plan their purchases effectively.

Recommendations

Based on these findings, the following changes were recommended for the PDP:

• Specification Test Results: Implement a feature to display specification test results in a collapsed state by default, with a "Show More" option to reveal additional details. This approach reduces cognitive load and improves information access.
• Availability Data: Expose availability data during the search phase and on the PDP to facilitate informed purchasing decisions. Additionally, consider incorporating third-party supplier ratings and preferred supplier status to enhance decision-making.
• Pricing Information: Improve the visibility and clarity of pricing information, including explanations of discounts, bulk pricing, and shipping costs to eliminate confusion and support quicker decision-making.

Conclusion

Focusing on the PDP cycle enabled us to identify and address specific pain points affecting user experience. The recommendations implemented based on this research led to measurable improvements in user satisfaction, enhanced engagement with the PDP, and increased conversion rates. This case study underscores the importance of targeted UX research in driving effective design changes and achieving key business objectives.