G-Star RAW

A full-page redesign VS testing small chunks

When you focus on testing small design elements you can properly conclude what the impact of a certain change is. You don’t want to implement 3 massive changes and then not be able to define what caused the increase or drop in conversion.

But: for a cohesive user experience and UI design you also need to look at the bigger picture. Because when you continuously implement the little chunks that ‘win’ the A/B test, your page could end up looking like a carnival. So as part of our workflow we regularly took a step back to look at the overall page experience +  look-and-feel and sometimes propose new design tweaks to the ‘winning’ elements to make the page feel balanced again.  

The A/B test winners

Within a year we executed quite a few A/B tests on the product detail page. Some design changes are already visible on the live website (they’re the winners of their test), others are still on the roadmap. What you can already see on the current (October 2022) G-Star product detail page VS the product detail page of October 2021 are the following changes:

• Breadcrumbs on the page.
• The product title is moved below the image.
• Product image will be larger (development is in progress).
• More emphasis on the size-help.
• By hiding the available sizes in drop-downs, it takes users (too much) effort to find out whether their size is available. Also: selecting waist, influences the available choices of the length and vice versa. So we show all sizes on the page.
• Showing items in a carousel so they take up less space making the user reach the similar items faster. It also allows the content team to show more than 4 items.
• All the product information is collapsed.

Let's work together to tackle your UX needs

As a freelance UX designer I can look at your product (website) with an objective eye and identify areas that can be improved to increase user satisfaction, retention, conversion rates and revenue. I’m driven to understand the way users interact with your website or webshop and love to be part of a motivated and proactive team.

I’m specialized in:

• Gaining insights into user behavior, using screen recording tools and analytics.
• Identifying bottlenecks and opportunities for improving conversion rates, using a data-driven approach to guide decision-making.
• Creating interaction designs and prototypes that are tailored to the needs and preferences of your target audience.
• Low-key usability-, explorative- and comparative user testing.
• Collaborating with the conversion team to keep optimizing for growth.