Naturepedic PDP

Project Overview

Collaborated with merchandising, product and development teams to develop a new navigation experience that aligns with user research studies, data insights, and the new Parachute rebrand initiatives.

Problems

- Not mobile friendly
- Confusing taxonomy
- Customers found it difficult to navigate or find products
- Hidden search
- Hidden store location
- Inconsistent design across categories
- Overload of categories and confusing category placement
- Vague merchandising and information architecture
- Onerous features and functionality
- Lack of flexibility
- Lack of content and merchandising opportunities
- Heavy dependency upon development teams

Solution

- Mobile-first, consistent and accessible design
- Increased findability of categories, store, search, etc.
- Information architecture aligned with ux best practices
- Increase taxonomy comprehension
- End-to-end, data-driven personalization
- Baked in conversion improvements
- Simplified business manager tools
- Increase in bundles and sets

Results

This redesign demonstrates the power of research-driven design decisions, enhancing both user satisfaction and business performance.
‍
Average Order Value
Increased by +13.6%
‍Revenue Per User
Improved by +16.8%
‍Bundle Sales
Rose by +31.25% as a result of clearer bundling options and navigation cues
‍Swatch Purchases
Jumped by +286%, attributed to better product discoverability
‍Mobile Add-to-Cart Rate
Improved by 15-20%, with a conversion rate boost of 12-18% due to the streamlined mobile experience