Pretty Darn Powerful: How We Redesigned our PDP

At the heart of any retail endeavor are products. In 2012, a plan was hatched to overhaul the product description page template (or PDP) that serves Sears.com and Kmart.com.

Today, the new PDP is a responsive design that serves upwards of 70 million products across 16 categories with even more to come. It is flexible enough to provide room for over 220 features and to accomplish roughly 80 different pricing conditions. In its first month, December 2013, it generated more than $200 million in revenue.

THE CHALLENGE
Sears has had a tradition of letting each vertical customize their website pages. And so, a user’s visit to Auto might look vastly different than their visit to Appliances. At the same time, the needs of the user on Auto – the information they need to access and how they access it – may be very different than the needs of a user in Appliances. The new PDP design remedies these two issues to build consistent brand with one template design that allows for modifications based on the needs of each vertical.

HOW WE GOT THERE
The new PDP began with three people concepting ideas in December 2012. The designs originally conceived have very little resemblance to what is in production today. The latest design is the result of an ongoing relationship between user testing and design innovation. User and A/B testing played a critical role in every phase of development.

Right Hand Rail – Design Phase v. 1  (left) >>> What’s in Production Today (right)

PDP-v1-RHR_Shipping PDP-Prod-RHR_Shipping

A devoted UX team of ten people – including a creative director, product manager, project manager, research lead, three UXAs, two designers and copywriter – drove the effort for redesign. Working closely with leadership, engineers, front end developers, product leads, testing teams and many more, they continue to make improvements and build in features to excite and engage the user. 

Check it out for yourself. Click on the images below to view our live pages – and let us know what you think.

Old PDP Design 

Old PDP Design

Click the image to see the whole page


New PDP Design

Sears-PDP-After

Click the image to see the whole page

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3 Responses to “Pretty Darn Powerful: How We Redesigned our PDP”

  1. Christa
    February 4, 2014 at 9:50 pm #

    Great post Melissa and great job team! This project is truly a testament to doing the right thing and trusting that it will lead to the right results.

  2. Karol Czyrka →
    February 5, 2014 at 3:01 pm #

    Fingers crossed that the power of this team can sustain the overwhelming number of requests for new features for the PDP!

  3. Simon
    May 28, 2014 at 4:19 pm #

    Looks great. Are you able to share the test results comparing the two versions?