JB Hi-Fi PDP

I led and collaborated with cross functional teams on the re-design of the JB Hi-Fi product detail pages on the e-commerce website.

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Alignment

I facilitated workshops with stakeholders and squads to align on project goals. This set the foundation of what the business wanted to achieve and what success looked like. After synthesis, I played the outcomes back via a Lean Canvas.

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Secondary Research

This included things like landscape reviews to understand competitors both locally and internationally, worked with the Data Analytics team to understand data points and also looked at Heat Mapping/Recording Playbacks to better understand current customer behaviour on product pages.

Ideation, UI and Prototype

With some hypothesis in mind, I set up and ran ideation sessions with the squad and stakeholders. I then took these away and further developed into UI designs for some of the highest traffic pages. I then turned these into prototypes, getting them ready for some customer testing and research.

Customer Testing

After internal approval, I set up and conducted customer testing and research with the new prototypes. I invited members of the squad to participate and sit in on testing sessions. The main goal was to test new features but to also validate design decisions based on our prior research and workshop.

Iteration

New features and basic design directions were validated from both mobile and desktop perspective. Only small iterations to designs needed to be made based on the customer research.

Internal Walkthroughs and Approval

I then played back customer research to the squad and stakeholders before going through final rounds of internal iterations. Design walkthroughs were held with the squad to align on functionality of designs.

Development, Release and Results

Working with the dev team to make sure designs and interactions are implemented as expected. With the new PDP release, there was a $55million increase to revenue and was the biggest increase in this metric at JB Hi-Fi for a re-design project on the website.