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Product Grouping

Putting Hick's and Miller's law to work.

CLIENT
Bowglass Works
ROLE
Content Designer
TIMELINE
3 Months
COMPANY BIO
Glass blowing company
Productgrouping1.png
The Problem
  • Users were having a hard time navigating to specific products.
  • Product page was disorganized and left users feeling overwhelmed, led to F.O.M.O.
The Process
  • Heat Map
  • Tree testing
  • Task analyses
The Solution
  • Group products into categories, enabling users to find what they are looking for faster.
The Impact
  • Faster task completion rates
  • Happier users

ORIGINAL DESIGN

SoldOut.png
  • There were a lot of items on the product page (24 to be exact), arranged in a somewhat random order (cup next to a bowl next to a wine glass next to another cup).
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  • Our qualitative testing results were really interesting with this one, with one participant expressing "F.O.M.O." after they had scrolled past a cup they really liked, unable to compare the two.
 
  • It's asking a lot of the user, and surely increases the cognitive load and stress.
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  • One user added 4 different cups to their cart just so they could compare them and see which they liked best.
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  • Furthermore, after completing the assigned task of adding items to their cart, 2 users didn't recall seeing wine decanters even though they were filtered throughout the product page.

REDESIGN

Productgrouping1.png
  • Categorizing the products went a long way to decreasing the amount of steps it takes a user to complete a certain task.
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  • It also increases awareness and empowers the user to easily compare products.
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