SALEWA ​
Salewa is a European leader in mountain and mountaineering products that deals with creating versatile and performing products for Technical Sport.
WHY
The actual PDP is not intuitive enough and it doesn't create a compelling user experience. It is not very detailed on the product is showing and there is not a cross category navigation that help the user to find the perfect item.
PURPOSE
Create a new PDP in order to make it compelling and easy to navigate.
Process
First of all I identified the main reasons why the PDP is not very easy to navigate and doesn't allow the user to get to know the product.
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I've used two different techniques:
A. Competitive Analysis
Research and benchmark helped me to spot pain points and to identify opportunities for Salewa mobile PDP.
B. Comparative Analysis (Pluses / Deltas tecnique)
Looking at 8 players from the fashion and wider e- commerce industry allowed to me to explore their websites and get even more inspired.
Key takeaways
After analyzing 6 Salewa direct competitors, four features stood up as potential innovative sweet-spots.
These features are not used by many players, so their implementation would allow Salewa to differentiate from competitors.
- cross category navigation
- recently viewed products
- 3D product view
- notify me feature
Outcomes
With the research I have made to identify the best way to design a new PDP and to meet the needs of our persona Lucas. I have worked on the developing stage and the Prototype creation.
High - fidelity prototype
User engagement
- look at the product with a 360° view
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- customization and personalization of the product
Provide flexibility and accessibility
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​- installments payments
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- practical information
Promote recirculation
- cross-category carousel
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- quick buy function
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Points of decision making ​
- chatbox
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- detailed product information
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- product reviews
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