UX, UI

Parachute Product Detail Page

A Redesign of PDP for Parachute

YEAR:  
2023,2024
COMPANY:  
Parachute
ROLE:
UX,UI

Project Overview

Conducted various user studies on customers and store associates that supported a PDP redesign. After researching various Baymard/Neilson Norman studies and a competitive analysis of the landscape, we designed a new pdp experience that aligns with our customers and store associates needs.

Problems

- Not mobile friendly
- Mobile users have  to swipe up + down to view color change in the gallery
- Many users are not scrolling past the viewport
- Inconsistent design across PDP Categories
- Bounce rate on out of stock items is high
- Customers are confused by bundles, sets, pieces
- Unorganized and inconsistent UI
- Customers found it difficult to navigate or find products
- Vague merchandising and information architecture
- Customers are interested in add-on's but it's not utilized on the site

Solution

- Mobile-first, consistent, and accessible design
- Organized and simple, no more clutter
- Accessible information in the viewport
- Incorporate information that helps customers feel more knowledgeable, guided, and confident with their bedding choices
- Relevant product knowledge
- Prioritize visual hierarchy. Leverage heading, spacing, and font size to make pages easier to scan and understand
- Lean into bundles and sets. Awareness of product offering. Provide easy to use interface to customize bedding sets
- Add-on functionality. Consider featuring add-on items prominently on the site
- Communicate differentiating factors - clear and concise product descriptions need to be used to differentiate

Process

The entire scope of the process for the project

Figma
Miro
Contentful

1 UX, UI Designer
1 Product Manager
1 Merchandiser
1 Engineer

UX, UI,
Product Design
Research
Project Management

Discovery: 2 weeks
Define: 2 weeks
Design: 2 weeks
Development: 2 weeks

Discover
Define
Design
Implement

Testing
Iterations
Considerations

Research

The redesign of the Product Detail Page was heavily informed by user research conducted throughout Q4 2022 and Q1 2023. Usability studies and customer interviews identified critical pain points, including difficulty in finding key product information, confusion over product features, and frustration with the mobile experience. By leveraging these insights, the redesigned PDP focused on creating a seamless, engaging, and informative shopping experience optimized for all devices.

Key issues included:

  • Customers Desire Information Clarity:
    ‍    Users found it difficult to differentiate between similar products due to vague descriptions and a lack of clear imagery​.
  • Mobile Optimization is Critical:
    Mobile users struggled with long scrolling, inadequate navigation, and inaccessible product details​
  • Confidence in Purchase Decisions:
    ‍    Users wanted more detailed information (e.g., product feel, temperature, and reviews) to feel secure in their purchases​

“Bedding or what’s bedding essentials?”

- Parachute Customer, Nashville

“It would have been nice if everything was organized by, like, category first? I can’t differentiate necessarily between percale, linen and all of that right away.”

- Parachute Customer, Nashville

"Yeah, I thought that was something (inserts) and it's right next to bedding, but I still really didn't see it."

- Parachute Customer, Venice

“People get very confused about what’s a bundle and the bundle on the website, I think looks very different than the bundle in the store. So they get confused about what goes in the bundle, what the discount is, what the bundle actually means, that kind of thing.”

- Parachute Store Manager, Chicago

“If I had known [difference between the fabrics] better when I started, it would have changed my whole shopping experience and it would have affected how solidified my purchasing decisions were.”

- Parachute Customer, Venice

"Set vs Pieces. Customers don’t understand that there is not a price difference between set and piece by piece. People think they are saving money by buying a set but it’s not true."

- Parachute Store Manager, Chicago

Before

The previous PDP design was cluttered and overwhelming, failing to provide clear, concise product information. Customers struggled to understand product differences, locate key details, and make confident purchase decisions. The mobile experience was especially frustrating, with poor navigation, excessive scrolling, and small, inaccessible touch targets.

Key issues included:

  • Cluttered Layout:
    The PDP was text-heavy and visually overwhelming, leading to cognitive overload.
  • Limited Visual Support:
    Product images lacked variety (e.g., different angles, lifestyle shots), leaving customers uncertain about how products fit their needs.
  • Insufficient Product Details: Key information like material differences, temperature suitability, and product care was buried or missing entirely.
  • Poor Mobile Usability:
    Difficult navigation with small touch targets.Lengthy scrolling required to access product details and features.
  • Lack of Social Proof:
    ‍    Customer reviews and user-generated content were not prominent, leaving users unsure of product quality.

Before Examples

After

The redesigned PDP simplifies the shopping experience with a clean, visually engaging layout. It organizes product information into scannable sections, incorporates high-quality imagery, and enhances mobile usability. By addressing customer pain points, the new design improves discoverability, reduces friction, and supports confident decision-making.

Key improvements included:

  • Clean, Visual-First Layout:
    Large, high-quality product imagery, including lifestyle shots and interactive zoom functionality. Consistent spacing and a clear visual hierarchy for scannable content.
  • Enhanced Product Details:
    Easy-to-read sections for materials, sizing, care instructions, and temperature suitability. Icons and brief descriptors for quick comprehension.
  • Optimized Mobile Experience:
    Touch-friendly design with collapsible sections for easy navigation. Key information surfaced at the top to minimize scrolling.
  • Incorporation of Social Proof:
    Prominent reviews section with user ratings and real customer photos. Curated user-generated content for inspiration (e.g., Instagram integration).
  • Guided Purchase Experience:
    Cross-selling of complementary items (e.g., bundles or add-ons). Clear call-to-action buttons and a sticky "Add to Cart" bar for better usability.

Style Guide

After

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