Product Page Refresh

A Journey to increase User Experience

Time to Completion

6 months

Results

+ 20%
Convertion Rate

The Challenge: Unearthing User Frustrations

Instamotion was facing a pressing issue: despite having all the necessary product information available on their product detail pages (PDP), users were consistently frustrated. Complaints about insufficient information and a high number of frustrated clicks on the image gallery pointed to a deeper problem. Most critically, the conversion rate had stagnated at 1.6% for years, indicating that the current design was not effectively converting visitors into customers.

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Various financing models are missing

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Unclear whether delivery or collection

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Missing information on the 14-day return(limitations during this period) sometimes lead toto hesitation.

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Design is not so cool

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Because of the Allianz logo I had rather expected insurance

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Different financing models are missing for steps

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It is not always clear who is really offering the vehicles offers or where they come from.

My Approach:

Research, Collaboration, and innovation

Research Phase

An intensive study of the market, competitors, and best practices in the e-commerce landscape. Drawing on the latest research from reliable sources worldwide, led to a comprehensive understanding of the challenges and opportunities in a PDP redesign.

Workshops and Data Analysis

To gain internal insights, I conducted a series of workshops with key stakeholders, including the product, marketing, and sales teams. We brainstormed solutions and prioritized them using a unique methodology I developed, ensuring we addressed the needs of every department involved.

Prioritization and Design System Cleanup

One of the first steps was to streamline the existing design system. This cleanup was essential for efficient cross-team collaboration. Using Jira and Storybook, we reorganized the design assets based on the Atomic Design framework, which facilitated a more cohesive and responsive design process.

The Process:

Crafting a User-Centric Solution

1. Gathering data
Through Workshops with different Stakeholders, I gathered all relevant Data, from Business Intelligence markers like Funnels and Conversion Rates, to Marketing Goals, ROI and Traffic, Survey Feedback, User Interviews, Heatmaps, Research Papers, Competition Markers, etc.
2. Conceptualization and Design
Once insights are clear, I translate them into actionable designs. Starting with wireframes, that later developed into interactive prototypes and design specifications that developers used as references. We held regular check-ins to address questions and align on adjustments.
3. Deployment
During the coding phase, I work with the developers to make sure that the requirements are followed and implemented successfully. We also work together to determine if there are any usability issues that need to be addressed.
4. UX Testing
After launch, I collaborate with the Business Intelligence team to analyze the data and create A/B testing iterations.

For example, after the launch, we analyzed user behavior data and noticed that there were users clicking on the product feature titles, so we created a more interactive menu for the car features. Iterative improvements generate a cumulative benefit that ultimately generates big gains.
Through Workshops with different Stakeholders, I gathered all relevant Data, from Business Intelligence markers like Funnels and Conversion Rates, to Marketing Goals, ROI and Traffic, Survey Feedback, User Interviews, Heatmaps, Research Papers, Competition Markers, etc.
Once insights are clear, I translate them into actionable designs. Starting with wireframes, that later developed into interactive prototypes and design specifications that developers used as references. We held regular check-ins to address questions and align on adjustments.
During the coding phase, I work with the developers to make sure that the requirements are followed and implemented successfully. We also work together to determine if there are any usability issues that need to be addressed.
After launch, I collaborate with the Business Intelligence team to analyze the data and create A/B testing iterations.

For example, after the launch, we analyzed user behavior data and noticed that there were users clicking on the product feature titles, so we created a more interactive menu for the car features. Iterative improvements generate a cumulative benefit that ultimately generates big gains.

The Impact:

Enhanced User Experience and Boosted Conversions

Measuring Success

To quantify the success of our efforts, using Tableau as our tool of choice, we implemented tracking events across the site. These metrics provided real-time data on user interactions and conversion rates post-launch.

User and Stakeholder Feedback

The results were overwhelmingly positive. Users reported finding the information they needed quickly and easily, leading to a more satisfying shopping experience. Stakeholders praised the structured project management and the extensive documentation provided, noting the improved collaboration between the UX and development teams.

Results

The new product detail pages led to a significant improvement in user experience and a remarkable 20% increase in conversion rates. This success not only met but exceeded our initial goal, setting a new standard for future projects.

Team members were
also Happier

"Andrea is an exceptional product designer I’ve had the pleasure of working with. She is an expert in crafting outstanding designs and customer journeys. Andrea’s creativity and technical expertise are impressive. She has a remarkable ability to transform complex ideas into beautiful, user-friendly designs, always prioritizing the user experience. On a personal level, Andrea’s positive energy and passion for design make her a joy to work with and an inspiration to the team. Her skills and collaborative nature make her an invaluable asset to any team."

Jan Döring

Senior Product Manager
"Andrea helps companies create a clear roadmap and plan for the development of key features, such as the redesign of instamotion's search functionality, ensuring alignment with the company's CI. Her structured way of thinking facilitates organized project development and makes her an invaluable asset. Her extensive research activities and observation of competitors are crucial in getting products into the best possible shape. She always pays attention to detail and strives for improvement, which is why her deliveries are consistently of high quality. She is reliable and provides immediate support when needed for a project, which makes her a great colleague. "

Anna-Lena Lenz

Senior Product Manager
"Andrea plays a pivotal role in enhancing our website conversion and engagement rates at instamotion, helping us achieve our KPIs. She recently redesigned our website and developed an advanced design system in Figma, greatly simplifying the workflow for our software engineers. For every new feature, Andrea conducts thorough research to create customer-centric solutions, collaborating with our PMs to break down the projects into manageable delivery steps for rapid implementation and iterative testing. I highly recommend Andrea for any company seeking to strengthen and lead their UX/UI capabilities."

Stefan Richter

Chief Product Officer
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