boo.ua — Product Discovery Flow

A New Way to Represent Products

When we started there were a lot of inconveniences when it came to the product discovery. The unique product offers (the ones that are exactly sold) were simply undiscoverable, being present only as part of the offer list on the so-called model page.

To resolve the issues, we’ve created a new template, a single page for every product offer. The benefit of such a solution lies in two dimensions: it became convenient for the user to view and, most importantly, save and get back to specific offers, and also the site structure became wider, which made it possible to acquire additional organic traffic from Google.

We have also decided to make a unique template for jewelry offers, as they were much different than other products in terms of product configuration and audience.

Next to optimize was the model page, the one that lists all of the offers. The analysis of user behavior and new business tasks made it possible to identify several tasks:
✓ to add filtering and sorting by the properties of specific offers;
✓ to offer different optimized formats of offers listing within different product categories;
✓ to design a model subscription that should allow users to follow the dynamics of the number of offers and their cost;
✓ to add useful blocks with links to substitute models in order to increase user path length and offer them more options.

Offer cards and product filters were brought to the optimal visual format: we removed some of the extra information, simplified the remainings, and prioritized the order of their display. As a result, we’ve achieved a significant increase in the readability of the specific offer card.

Special kudos to Vladyslav Dobryda who did great on the UI side of this project.