Under Armour PDP Redesign

Problem

The Product Detail Page (PDP) accounts for 45% of all entry traffic, and our entry traffic on PDPs had lower RPV and a higher bounce rate compared to all other entry pages. Additionally, mobile web RPV was 49% lower than desktop.

Objective

Redesign our desktop and mobile web PDP experience to optimize performance, reduce friction and elevate the storytelling and aesthetic to better represent the premium brand Under Armour was evolving into.

Jump to the designs

How can we better meet user core decision making needs so we can drive them toward more cross-sell and storytelling moments?

Quantitative Insights

Diving into the data

Top 5 Key Engaged with Features

  1. Size & Fit Guide

  2. Specs

  3. BOPIS

  4. Fit & Care

  5. Reviews

Core Elements with Low RPV

  1. BOPIS

  2. Reviews

  3. Product Recommendations

Elements with Low Engagement, High RPV

  1. Favorites

  2. Shop the Outfit

Qualitative Insights

What users were telling us

Competitive Audit Findings

  • Most prioritized studio photography in the gallery with light gray backgrounds.

    • Thumbnails on Desktop

      • Only used with traditional photo gallery UI (one large image at a time)

      • 6/8 had galleries with the same size images

    • Thumbnails on Mobile

      • None had thumbnails on mobile, rather the space was used for colorways

    • Video

      • Most had video in the gallery positioned in the 2nd spot, either a 360 shoe or on-model

    • Select Model Size

      • Not common but providing size information for model in images was

  • This section of the PDP includes everything that relates directly to users adding the product to cart.

    • Add to Favorites

      • 4/8 have the favorite feature as an icon button

      • ⭐️ Whether it’s an icon or full button with text, most place it close to the Add to Bag CTA

    • Klarna/PayPal/Afterpay

      • ⭐️ Nearly all have these near the Add to Bag CTA with subtle styling

      • Only Lululemon had 2 vendors, Afterpay & Klarna

    • Flat Color Chips for Apparel

      • Only 2/8 have flat color chips for apparel, others use an image thumbnail of the product

    • Sectioned Color Categories

      • 2/8 have sectioned color categories (ie. core, seasonal, limited edition)

      • ⭐️ Lululemon and OnRunning only show sale colors as a separate product listed in a sale section

      • Others show sale price only when corresponding color is selected

    • Shoe Fit Callout

      • ⭐️ 4/8 use “true to size” or “size up” language for shoes specifically

    • Add to Bag Success Toast

      • ⭐️ All competitors have a success modal for adding product to their bag

      • Puma, Hoka and OnRunning have more subtle styling

  • Most have components that dive deeper into product technology and the story behind the product

    • Full Width

      • 6/8 have storytelling components spanning full width

    • Video

      • ⭐️ 4/8 have videos in their storytelling components

  • Most have at least 2 cross-sell components

    • Compare

      • 3/8 had a Similar Items Rec Zone

    • Outfitting

      • ⭐️ 7/8 have outfitting or “complete the look”

    • Others Also Bought

      • 4/8 have products from “similar shoppers” leveraging social proof

    • Recently Viewed

      • ⭐️ 4/8 have a recently viewed rec zone

  • Usually summarized with a quick link to view all with functionality to sort.

    • ⭐️ 6/8 have a short list or exposed summary

    • ⭐️ 4/8 have “View All Reviews” in a modal

    • 3/8 feature a Q&A section or chat

  • All have feature for users to sign up via email for notifications on product drops that are coming soon.

    • ⭐️ 5/8 have Notify Me on PDP

    • 3/8 have Notify Me on PLP

  • Half have a Notify Me feature for Out of Stock colors and sizes. Most replace the Add to Bag CTA and trigger a modal to enter their information.

    • ⭐️ 4/8 have Notify Me on PDP

    • Having a shell PDP is recommended for post-purchase journey and SEO

Example of feature audit output

UX Research Findings

    • While a share button is not essential it is a desirable feature

    • Users expect a share icon to automatically copy the link and display sharing options like SMS or email

    • Users highlighted the effectiveness of GIFs and motion in aiding purchase confidence

    • Mixed reactions were noted regarding a group photo aimed at showcasing various body types in the same product. Some appreciated the diversity, while others did not understand its purpose.

    • Initially only 1/5 users recognized the model sizes were interactive, indicating that the visual cues were not clear

    • “Streamlined Fit” was not understood

    • Feedback on cup sizes indicated that a broad range (A-C and D-DD) may lead to confusion and distrust due to unclear sizing

    • Users showed no issues with the BOPIS feature usability

    • Participants preferred iconography vs. text only

    • Material details were frequently requested, both before and during the assessment of the product details section, indicating its importance in assessing warmth and quality

    • There was a noted preference for including care instructions within the specifications and care section

    • Participants requested that shipping timeframe be included

    • Participants liked the average rating review and specific callouts in the reviews related to fit

    • Participants wanted to know what size people purchased for each review

Snapshot of User Study Insights

The New PDP

Clickable Prototype

Sports Bra PDP Example

Clickable Prototype

Franchise Shoe PDP Example

Enjoy Some Before & Afters

First Impression

Before

Before

Storytelling

Before

After

Buy Panel

After

After

Cross-Sell

Before

After

Desktop

Before

After

Preliminary Results & Insights

After being live for only 2 weeks, we increased RPV by $0.26 and drove $244K in just 13 days.

RPV gain is likely due to higher AOV pushed by higher ASP.

There is a hypothesis that the redesign is converting customers on higher-priced products better than the previous designs, which supports the business push away from off-priced products.