Polk • Desktop Product Experience

Earlier this year I was brought into a London Design Agency to lead the redesign of a heritage American audio company. They wanted a completely reimagined ecommerce experience as their current conversions were uncomfortably low.

We approached the product page with a fresh take and analysed the Google analytics data to better understand consumer behaviour. We found that potential customers were returning to the product pages up to 6 times before deciding to convert.

From this insight we decided to create a more friendly page structure to help service returning customers. This resulted in the design of the Mini Product Navigation. This in turn also actually benefited new customers as Features, Specifications, Reviews, Comparisons etc were easier to find when first landing on the page. We moved away from the current overly long product experiences that could tire the customers.

We used simple, smooth animations to improve the experience and designed a floating conversion module which followed the users throughout their product experience journey.