Purchasing on Product Landing Page

Client

Tu.co.uk

DISCIPLINES

UX/UI

Tu Clothing (Tu.co.uk) are the largest UK clothes retailer by volume but its digital offerings sit very much within a legacy world. As a result there are multiple opportunities to redefine the user experience based on new and emrging paradigms. This project looked at the bottom of funnel journey going from Product Lister Page (PLP) through to Checkout with a focus on the transition between PLP to Product Description Page (PDP) and the amount of information a customer needs to make a confident and informed purchase.


Website: tu.co.uk

Feature hypothesis

Our continuing goal is to reduce friction and frustration within the shopping journey. With that in mind we wanted to test whether a PDP was superfluous for many shopping journeys if selections can be made at a higher level (Product Landing Page). Were users confident in making purchases from the PLP with the information available to them?

Design Goals

Enable users to make purchases at PLP level

Exploration

The slide up drawer was assumed as the obvious visual paradigm for serving up extra options and information, the questions were around how much information to serve up (both on the card and the draw).
With reducing information (and therefore cognitive load hindering the decision making process) a few versions were mocked up and shared internally for a peer review. While the minimum info version looked best there were concerns Tu was not the right product for this level of minimalism (high end fashion would be more suited). The introduction of a CTA on PLP along with a slide up mechanism to enable colour and size selection.

Prototype

The chosen option was refined and built into an Axure prototype of the full journey in preparation to test. Seconday CTA's were used as we work on the theory that a there should only ever be a single primary CTA action on a page at a time for journey clarity.

There were two versions of the prototype, one with additional information in a tabbed format within the slide up drawer.

Testing

Testing was done over a 2 day period with 10 participants (half Tu customers and half non Tu customers) in a Lab environment. The tasks subjects were asked to complete were shop for a Dress and shop for Girls socks. Our assumption to test was that users would feel they have enough information served to them via the draw that they were confident in making the purchase without the need to go to the PDP.

When asked which version they preferred when shopping for a Dress (and why), customers responded as follows:

Testing results

The test results were not entirely conclusive. While the test no one asked for more information in order for them to make the purchase the question of which one was preferred and why was usually answered with the current site as it had the ability to view and compare more items within one screen - something that wasn't even on our radar for the test.

Next steps

The tests did not prove there was any appetite for purchasing on PLP to the detriment of being able to compare multiple products in a single view port (a behaviour we over looked) they did demonstrate that there were no issues with users interacting with and buying from a slide up drawer mechanism which we plan on porting over to the PDP enabling a sticky CTA above the fold.