Rethinking Next’s product page for modern desktop screens. Using data, research and an interactive prototype to secure CEO buy-in for a fundamentally better shopping experience.
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Larger, richer imagery and improved use of desktop space helped customers explore products with greater clarity, confidence and fewer clicks.
Standardised typography, spacing and hierarchy created a cleaner, more coherent experience across the product page.
Improved visibility of product details, options and the primary call to action created a more intuitive and commercially effective experience.
Reusable components enabled quicker development, easier testing and more efficient future enhancements.
Integrated autoplay video directly into the product gallery, creating a richer, seamless experience without relying on disruptive modal pop-ups.
Themeable templates supported faster rollout across International and Total Platform sites, helping extend the approach more efficiently.
All divisions across UK and International PDP see over 1 million sessions per day. Around 15 to 20% of this traffic is desktop and provides the highest average order value.
GA data showed us that 1920 × 1080 was the most common resolution, followed by other large desktop and tablet breakpoints. This resulted in 50% or more of the screen consumed by nothing, just white space—providing a fantastic opportunity.
Working with my design and research teams, we were continuously benchmarking leading retailers and evaluating different layouts and experiences to identify opportunities and improve our own product discovery, usability and conversion.
By applying Baymard Institute’s UX guidelines to establish a heuristic evaluation framework, benchmarking competitor websites against recognised best practices to produce consistent, evidence-based UX scores.
Competitor analysis and Baymard insights shaped our grid-based PDP approach, alongside wider usability improvements to product options, calls to action, descriptions and upsell placement.
To truly understand the impact of a new template, I leant on my old development skills and built a high-fidelity, configurable prototype. This allowed the research team to dynamically switch between three shortlisted templates, while toggling key features on and off.
The prototype was instrumental in securing executive buy-in.
Presenting an interactive prototype to the board allowed stakeholders to explore design variations firsthand, building confidence in our proposed direction and securing investment for development.
By leveraging Platform Modernisation’s shared components, theming and design variables, we ensured the redesigned PDP could scale beyond Next UK. This enabled faster, more consistent rollout across International and Total Platform partners, allowing improvements to be tested and their commercial value realised across the wider Next business.
The new PDP template was A/B tested at 10% traffic across Next UK, International and all Total Platform partners.
Results varied by brand and market, but all delivered improvements in revenue and £ per session, with particularly strong results for Next UK.