Color Swatches as a User Expectation
Project Summary
During my research tenure at Rothy's, a noteworthy user behavior came to my attention, where each color variation of a single product was presented as a distinct Product Detail Page (PDP). This practice elicited user frustration and contradicted e-commerce guidelines delineated by the Baymard Institute, a renowned authority in e-commerce UX research. Consequently, our primary objective was to substantiate the advantages of integrating a color swatch functionality into the PDP.
By employing a multifaceted research approach involving user interviews, Hotjar recordings, and A/B testing, we successfully demonstrated the efficacy of incorporating color swatches within a single product listing. The outcome was a tangible increase in add-to-cart actions and a concurrent reduction in user "U-turns," affirming the significant benefits of this enhancement to the user experience.