The problem:
Since the transition to a new site platform, Purdy has been looking to improve usability within product category (PCP) and product detail pages (PDP) to help consumers find the right brush quickly and seamlessly.
Since the transition to a new site platform, Purdy has been looking to improve usability within product category (PCP) and product detail pages (PDP) to help consumers find the right brush quickly and seamlessly.
The goal:
Working with Digital Business partners and UX researchers, develop solutions to bring educational content front and center, enhance filtering and product cards components as well as product detail pages to better serve the end-users. Three objectives were formed:
Working with Digital Business partners and UX researchers, develop solutions to bring educational content front and center, enhance filtering and product cards components as well as product detail pages to better serve the end-users. Three objectives were formed:
• Understand how DIYers and Pros engage with your brand when shopping for paint brushes.
• Gain a better understanding of how users find paint brushes on the Purdy site.
• What needs do they have when selecting the right brush for their project.
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Year: 2023-
Role: lead visual designer
Responsibilities: assist in setting up research, wireframing, prototyping
Responsibilities: assist in setting up research, wireframing, prototyping
User research summary:
I collaborated with our UX team to provide requirements for the research, share insights and existing assumptions to ensure the research captures the right information to inform future design decisions.
What
Evaluate the product section on the Purdy website.
Why
To uncover potential areas of improvement for your experience across channels.
To assess customer attributes that may be of importance for the experience.
To find the right paint brush for the job.
To assess customer attributes that may be of importance for the experience.
To find the right paint brush for the job.
Who & How
20 users (10 Paint Pros, 10 DIY) for an unmoderated User Testing study.
We screened for professional painting experience or recent experience with a home painting project using Purdy painting tools.
We screened for professional painting experience or recent experience with a home painting project using Purdy painting tools.
We tested both mobile and desktop experience to see how different components are utilized across devices.
Solution for Product Category Pages
Brush Helper. Users found dedicated “How to Choose” pages useful but did not know how to get to them. We added a component to the results page that stands out and helps uses understand product features.
Filters and Sorting. Research showed the top most important features that users looked for when trying to narrow down their choices were project type, size, shape and brush stiffness. As our current filters do not deliver that information easily, we will be proposing an improved filtering feature.
Product Cards. The product results currently display only the product name and star rating, While rating is a very important for the users, it is not enough to help them make a selection. We will be proposing am improved layout for the product cards that help highlight important features and aid product differentiation.
Solution for Product Detail Pages
Make images larger, include high-quality in-use assets.
Break up content to highlight differentiating features first so the users can easily understand the unique value proposition of the product.
Add icons to highlight features and benefits.
Add videos and images to help showcase the product.
Add individual available styles together in a a product gallery.
Credits:
Carlton Mathis, research
Rene Mccann, design recommendations
Priyanka Lakkad, research
Carlton Mathis, research
Rene Mccann, design recommendations
Priyanka Lakkad, research