Product Feature Design and Execution on UnderArmour.com
There’s no hiding that a brand’s digital footprint is one of the easiest ways to build or destroy credibility. This is especially clear with UnderArmour.com after much user research. Below you can find various high-impact redesign and feature creation efforts I’ve been a part of powered by cross-functional teams:
Product Detail Page Overhaul
We put all our chips on the table and took a deep dive with our customers to overhaul our most visited page experience - our Product Detail Page (PDP). I led an org-wide team in overseeing a complete evolution of our PDP with our primary aim to find the right balance between simplicity, content richness, and product information. This transformation was pivotal for retaining user engagement and driving conversion. We wanted to enhance the customer shopping experience and build confidence in their purchase decisions.
Objectives
Enhance component flexibility with a focus on mobile-first functionality
Integrate compelling storytelling into key sections of the PDP
Identify and capitalize on short-term opportunities to validate and unlock value along the user journey
Implement a cohesive visual redesign to modernize the aesthetic while maintaining brand identity
KPIs
Time Spent on Product Detail Pages - This metric gauged user engagement with product content, influencing overall session duration
Product Detail Page Conversion Rate - It measured the percentage of visitors who proceeded to checkout or added items to their cart, indicating the effectiveness of PDPs in driving sales.
Add to Cart Rate on Product Detail Pages - This KPI specifically tracked how many visitors added items to their carts from the PDP, directly impacting the overall Add to Cart Rate and indicating customer purchase intent.
UX Research and A/B Testing
To validate our designs we deployed design experience tests across these different sections of our PDP:
Product Name
Rec Zone Jump Link
Buy Panel
Storytelling
User-Generated Content
UX research prototype
desktop demo
UX Design: Danielle Loleng
Product Management: Sharee Thornton
Technical Project Management: Sally Jiang
Engineering Leads: Alex Mourer, JP Connolly
UX Research: MJ White
Design and Discovery Operations: Chris Bowerbank
Notify Me
Have you ever been to a product detail page (PDP) ready to purchase and your size was sold out? Same.
Historical data showed that UA.com received over 4M annual visits to out-of-stock (OOS) PDPs and didn’t have a way to retain these users in the funnel when a desired product is out-of-stock.
Objectives
Bring to life a solution that allows for future notification
Leverage opt-in email to notify and encourage cross-sell
Apply states to cover inventory differences between online vs. in-store
Apply ability to soft launch/tease upcoming product
KPIs
Bounce (on OOS PDPs)
Time on site
CVR (after receiving email)
Revenue (after receiving email)
design prototype
UX Design: Maggie Quinn
Product Management: Joey F.
Engineering Leads: Jeremy L.
UX Research: MJ White
Ecommerce Planning: Jihan Kuri
Design and Discovery Operations: Chris Bowerbank
Size Chip UI
Our size display on pants with numeric sizes of waist/length, golf gloves and bras with alpha numeric sizes were confusing. They're way too long and was hard for customers to find their size.
Objectives
Simplify and condense size UI chips
Accommodate for multiple genders
Design for use across multiple product types
KPIs
Revenue per Visit
Add to Cart
Bounce
Unisex Sizing
Spilt gender size selection and corresponding shoe size selection into separate sections. With clarifying labels and selections for gender, user will now confidently select their correct corresponding size for unisex sizing. The size selected for one gender will be preselected in the correct corresponding size If a user toggles between the genders.
Before
After
Pants Sizing
Spilt waist size selection and length size selection into separate sections, reducing cognitive load for the user to select their correct size.
Before
After
Bra Sizing
Spilt band size selection and cup size selection into separate sections. For hybrid sizing, like on the Infinity Bra, general size (S, M, L, etc.) selection and cup size selection were also split into separate sections.
Before
After
UX Design: Billie Beth Ricca, Danielle Loleng
Product Management: Joey F.
Engineering Leads: Alex M.
UX Research: MJ White
Design and Discovery Operations: Chris Bowerbank