JD Sports Add-on
Product Recommendation
UI/UX
Client: JD Sports Canada
Role: UI/UX Designer
Background:
Founded in Europe, JD Sports is an Omni-Channel, British sports fashion retailer expanding across the globe. An E-commerce juggernaut influencing sports, culture, and fashion.
Deliverables:
Wireframes and Mockups
Goals:
Develop a new product recommendation experience
Improve user experience by providing more service
Improve AOV
Adhere to style pattern library to maintain consistency
Design Question:
As a user, what improvements can be made to the Product Details Page to provide product discoverability, recommendations, and services?
As a stakeholder, what improvements can be made to the Product Details Page in order to improve KPIs, AOV, and revenue?
Pain Points:
Customers do not have a more accessible way of viewing product recommendations that may add value to their purchases, such as shoe protection.
No way of adding accessories on a specific PDP without being redirected to a separate PDP page.
Research:
Research shows competitors are including product recommendation zones, for accessories such as shoe care, in the product details page rather than primarily in baskets and checkout in order to increase revenue and AOV.
Concept:
Designing a product recommendation experience for add-ons on the PDP allows customers to be made aware of products and services offered so that they are able to discover new products, product alternatives and product accessories to help with usability, findability, and discoverability.
Product Recommendation Add-On
Shoe size selected w/ Add-on
Error message when trying to add to basket without selecting a shoe size
Add-On product modal
Product and add-on added into fly-out basket
A/B Testing Results:
A/B Testing results showed that the inclusion of the add-on recommendation zone generated increased revenue and an increase in AOV when tested against a PDP without the new experience.