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PDP Redesign

Gopuff is a convenient and innovative on-demand delivery platform that brings a vast array of everyday essentials and specialty products directly to users' doorsteps. The Gopuff app seamlessly connects users with a diverse range of products, offering a user-friendly interface designed to enhance convenience and streamline the shopping experience.

In this UX research case study, I worked on the redesign of Gopuff's Product Display Page (PDP) to create a user-centric shopping experience. The project was initiated in response to the need for an improved PDP that effectively communicates product information while ensuring ease of navigation and engagement for users. Through competitive analysis, I aimed to identify opportunities for a more intuitive and visually appealing PDP. 

Introduction

Research

Competitive Analysis

To perform the competitive analysis process for the Product Display Page (PDP) redesign project, I examined Gopuff's current PDP design (Novus) and the PDPs of various competitors to identify areas for improvement, drive accessibility enhancements, and elevate product marketing strategies within Gopuff's user interface. The existing PDP, although updated by the Mixcart version in early 2022, presented challenges in terms of accessibility and effective product presentation.

The project's scope involved evaluating the structure, content layout, and visual elements of competitor PDPs. The aim was to uncover insights regarding best practices, potential strategies, and areas of improvement.

Key areas of investigation included assessing value propositions, image and text sizing, component positioning, and the inclusion or omission of product information such as nutrition labels, description text, dimensions, and more.

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Baymard Institute was used to decide what were best practices

The competitive landscape included direct competitors like Instacart, Shipt, Grubhub/Seamless, Uber Eats, DoorDash, Deliveroo, Foxtrot, Favor, and Drizly, as well as category leaders like Amazon, Target, and Chewy. Insights from these competitors provided benchmarks and reference points.

Furthermore, the research aligned with industry standards by drawing on resources like the Baymard Institute, a renowned authority in e-commerce usability research. Their insights into optimizing mobile pages and content were integrated to ensure the project's findings were in line with best practices.

Data Sythensis

Results

Guided by the principles of enhancing Gopuff's PDP, I referred to competitors' live apps, and drawing from the Baymard Institute, I compared key elements of their PDPs. This examination uncovered the nuances of product photo real estate sizing, compelling value propositions, strategic placement of product information, and navigation that shapes a seamless user experience.

  1. Product Photo Real Estate Sizing: The analysis revealed varying approaches to product photo real estate sizing among competitors. Most platforms allocated a significant portion of the screen to product images, while others maintained a more balanced distribution between images and other content.

  2. Title Length and Inclusion: Competitor platforms differed in terms of title length and the extent of product information included within titles. Some platforms opted for concise titles with limited details, while others included additional information such as counts, weight, L/mL, and brand within the titles.

  3. Price Placement and Rewards Information: The positioning of prices and rewards information on PDPs varied across platforms. While some competitors placed pricing prominently, others positioned rewards information next to the price or in separate sections.

  4. Out-of-Stock Communication: Different communication methods were employed to indicate out-of-stock products. Some platforms used clear indicators, such as "Unavailable," on the "Add to Bag" button, while others displayed messages under the product header.

  5. Value Propositions: Competitors utilized diverse value propositions on the PDP to attract users. These ranged from highlighting discounts and percentage-offs to emphasizing product popularity, availability, and special deals.

  6. Product Information and Description: The depth and breadth of product information presented on the PDP varied widely. Some platforms provided detailed descriptions, ingredient lists, nutrition information, and more, while others focused on concise and/or engaging descriptions.

  7. Navigation to Brand and Additional Information: Navigation to brand information and other supplementary details differed across competitors. Some platforms facilitated easy access to brand-specific information through subheadings, while others relied on chevrons or buttons to reveal additional details.

  8. Alcohol Messaging and Descriptions: Notably, some competitors displayed alcohol-related messaging, including ABV (alcohol by volume) percentages, tasting notes, and food pairings, in their product descriptions.

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The sheet in which was used to examine each competitor based on best practice criteria

Presentation

The presentation presented to our stakeholders provided a visual narrative that summarized our research and design efforts. The slides covered key findings, insights, and strategic recommendations, empowering our stakeholders with the knowledge necessary to update the user experience.

The slides I presented to stakeholders

Evaluation

Exploration

Informed by research insights, UX designers explored innovative ideas for the PDP redesign, optimizing real estate, refining title length, enhancing information placement, and crafting compelling value propositions. The redesign aimed to enhance accessibility, product marketing, and user engagement, aligning seamlessly with user behaviors and expectations.

Our PDP concept that is now live as of August 2023

What I Learned

As I reflect on this project, I'm happy with the growth I experienced in tackling one of my first competitive analyses. Here are some valuable pieces of knowledge I gained from this endeavor.

  1. Strategic Design Impacts: The competitive analysis showed how strategic design choices, such as urgency notifications for sales and stock shortages, can significantly influence user engagement and drive actions.

  2. Visual Communication Precision: Exploring the confusion surrounding the flag icon's purpose illuminated the vital role of clear visual communication in interface design, emphasizing the need to give users the avenue to provide feedback through UX research.

  3. User-Centric Convenience: Participants' strong emphasis on list management convenience sheds light on the paramount importance of streamlining interactions and seamless features that align with users' experiences on other apps.

  4. Personalization and User Discovery: The notion of leveraging existing lists to offer tailored product recommendations unveiled the power of personalization and the role it plays in enhancing user experiences by introducing them to relevant yet unexpected options.​​​​​

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