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BrassCraft designs and manufactures thousands of high-quality plumbing products and ships them around the world

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(Re)Designed to convert

I was asked to redesign BrassCrafts' product page to streamline the UX and create a more engaging experience. From audit and extensive UX research to a fresh design aimed to satisfy our users needs.

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Auditing the existing design

As the saying goes, to determine how to get from Point A to Point B, we must first define where Point A is (or, in this case, Point A's experience).

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UX questions arise

Determining the correct product

• What do users use to determine the correct product? (UPC, PartNo, Part name, specifications, picture?)
• Do users use the product description as a primary source of information?

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Interacting with the product

• How many users use the supply list?
• Do people add quantity to the supply list?
• Is quantity something that can be specified in the supply list rather than the product page?
• How many individual parts are purchased at a time?

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Purchasing the product

• Upon purchase decision, do users reference individual parts, or the supply list?
• In a store, how do users find a part in an aisle?
• How do users communicate their part to a Home Depot employee?

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Use Cases & Takeaways

Use Case #1

Assignment:

• I’ve been given a set of specifications and have been tasked with assembling a list of parts and finding a single part.

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To accomplish this, I need to:

• Quickly discern between parts and configurations
• Have specifications readily available
• Add to Supply list OR find purchase options quickly
• Have a help line open

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Frustrations with the current UX:

• Configurations aren’t clear from first glance
• No obvious purchase option
• No support line tied to product

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Solution:

• Bring Configurations above the fold
• Add clear support line
• Ability to quickly add to supply list AND/OR Add purchase options

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Use Case #2

Assignment:

• I know what part(s) I need to purchase

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To accomplish this, I need to:

• Quickly discern between configurations
• Make discernible information quickly available for purchase
• Find a dealer, online or near location; whether en route to job site or store nearby

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Frustrations with the current UX:

• Purchase options are below the fold
• Discernible information between configurations is far down page
• Too many steps to purchase

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Solution:

• Make purchase options clear
• Clearly define configurations

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Takeaways

• Configuration type, PartNo, and UPC are important in product selection.
• Given quantity of products and configurations, users need to easily discern between options.
• Primary CTA needs be above the fold.
• Cut steps to purchase

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A new product page

The information hierarchy and user experience became clear from my research. These newfound principles helped to guide my redesign. Here are the results:

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