About the project
Some background:
Posture affects people in many different ways
Upright GO is the world-leading posture trainer, that attaches to your back and vibrates when you slouch, using biofeedback technics.
Upright offers 2 versions of the posture trainer, as well as complementary ergonomic accessories.
The hypothesis:
Customers
are missing information
The main product pages offer a single device & a bundle of several items.
Based on heat maps & user feedback, we identified that users were not sure about which option was the right one for them, and what each item in the bundle actually was.
The main goal was to improve the conversion rates for the product pages.
The goals
01
Provide relevant information
Since we identified the users were "hungry" for more information about the different items, we needed a way to add it to the buy box.
02
Add clarity to the offers
The list of items included in a bundle was constantly changing and required a new and clear structure
03
Increase CRO
The overall goal for e-commerce product pages.
Our aim was to improve this KPI by reducing unnecessary friction during the user journey.
Upright product pages CRO improvements (e-commerce)
UX | UI | Prototyping
More details about the project & process will be added soon
Initial state
The offer
Predefined bundle offer
The baseline bundle offer was a pre-set combination of items, with very little info about each one of them.
This turned out to be confusing for the users.
UX issues
Confusion & lack of information
The content of the bundle is not always clear, some items require more explanation.
The bundle cannot be modified - if you only want one of the additional items on top of the posture trainer, you can't get it directly from this product page.
Redesign options
More info
Tabs with important content
The 3 tabs are:
Overview, Features & Good for.
The categories were defined based on user testing, interviews & heatmaps.
In this option, the change is relatively minimal: we're keeping the pre-defined bundle & 2 separate CTAs while providing more accessible detailed information.
Redesign options
Different offer
Single item
add-ons
This solution is more "drastic":
We're replacing the bundle with separate add-on items. A click on each item will display a pop-up with relevant info.
In this option, there is only one CTA, that reflects the accumulated price of the selcted items.
Testig
Current status