How I redesigned UNTUCKit's product detail page to simplify size and fit selection, improve product discovery, and drive a 37% revenue increase in one month — even as marketing spend was cut by 50%.
UNTUCKit's product detail page was the highest-traffic page on the site, yet conversion rates lagged behind industry benchmarks. The existing PDP relied on dropdown selectors for size and fit, lacked clear inventory visibility, and created friction in the path to purchase — especially on mobile.
The goal was to redesign the PDP to reduce selection friction, surface product information faster, and make size and fit selection intuitive — ultimately increasing add-to-cart rate and reducing bounce.
The redesigned PDP delivered positive KPIs despite a 50% reduction in marketing spend (2023 vs. 2022). While sessions fell by 24.7%, revenue and engagement metrics showed significant gains — validating the UX improvements.
In 2023, sessions fell by 24.7% due to a 50% reduction in marketing spend. Additionally, integration issues between Rebuy and Shopify led to discrepancies in conversion attribution. As a result, we decided to use other, more suitable KPIs as a reference for direction.
To understand how customers make purchase decisions on the PDP, I combined analytics review with heuristic evaluation and competitive analysis. In parallel, I built the user research practice from scratch—leading audits, interviews, and usability tests—and translated those insights into practical, user-centered solutions. These insights informed a redesigned PDP focused on reducing selection friction.
Dropdown selectors for size and fit created unnecessary steps and hid available options. Users couldn’t see what was in stock without clicking through each combination.
Users hesitate to use back-in-stock notifications because they lack clarity about when items will return.
The store-availability experience feels incomplete because users cannot complete the purchase digitally.
Users want faster ways to scan reviews for specific concerns rather than reading everything.
The redesigned PDP replaced dropdown selectors with button-based size and fit pickers, giving users immediate visibility into available options. We restructured the product information hierarchy — surfacing key details like fit guidance, fabric, and care instructions above the fold. On mobile, the layout was optimized for thumb-friendly interactions and faster scrolling to reviews.
We validated the PDP designs through moderated usability testing, assigning users tasks across three key areas: size/fit selection, out-of-stock scenarios, and promotional pricing display.
Participants were asked to browse products and add items to their cart, selecting color, size, and fit along the way. We observed how they navigated the selection process and identified friction points.
“It’s mostly easy, even though I figured out that if you select a different color, you have to select the fits and size again. I think that’s unnecessary.”
“Geez, I have to select size and fits again.”
“I would go with this one. It was on sale and the color is actually looking good… I would go with this and add to cart.”
For out-of-stock situations, we included additional sub-tasks to gauge user responses when products are unavailable.
“If I really wanted this one, I would click ‘notify me when available’ and put in my email address, because it will notify me when it comes back in stock and then I can come back and purchase it.”
“I just rather like to know when it’s going to be estimated back in stock, because if it’s going to be a couple months I’ll just find another product, but if it’s going to be a couple weeks then…”
“If I didn’t want this one but something similar, I would just click on ‘shop similar.’”
We selected three designs based on the most common promotional scenarios to present to participants. Overall, they only wanted to know the final price and have clear guidance on where to enter the promo code during the checkout process. The simpler, the better.
“I like that I can immediately see the final price without having to do the math.”
“Now it’s obvious where to enter the promo code, which makes checkout feel much easier.”
This project reinforced the impact of reducing micro-friction in high-traffic flows. The shift from dropdowns to buttons was a seemingly small change, but it removed enough cognitive load to drive a 37% revenue increase — even while marketing spend was cut by 50%.
That marketing reduction in 2023, driven by a shift in business priorities, had real implications for the online business. It also made measuring the redesign’s true impact more nuanced — we found that the various analytics and tracking tools we relied on often produced reports that didn’t align with each other, making it difficult to compare performance one-to-one with the prior year. Despite these headwinds, the UX improvements still delivered clear, measurable gains.
In 2024, the business continued to scale back marketing spend and made a pivotal shift toward a more visually elevated, less overtly promotional brand direction — both strategically and aesthetically. This required a comprehensive reassessment of the PDP experience, incorporating refined visual elements while ensuring the UX remained aligned with evolving business objectives.
Working directly with the CEO and CTO allowed us to move fast and make bold decisions throughout both phases. The cross-functional collaboration between design, engineering, and merchandising was key to launching ahead of the holiday season and delivering results that held up even as the business strategy evolved around us.
This project is part of my work as Senior Director of Product Design at UNTUCKit, where I lead the direction of e-commerce user experience and design operations.
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