Anjali Patel
Product Design Leader

abc redesign

 

abc carpet & home Redesign

As the Lead Product Designer on the product detail page redesign, I partnered closely with the PM, an external agency, and cross-functional teams to strategically drive the end-to-end design.

Impact

  1. 81% revenue increase validated by A/B test

  2. 55% increase in average order value

  3. Conversion rate lifted from 0.56% to 0.65%

  4. Designed with engineering in mind, reducing friction across teams

 
 

The Challenge

Redesigning the product detail page was a top priority for abc carpet & home leadership. Since their products are high-consideration purchases with average order values over $700, users needed more reassurance throughout the buying journey to convert. Senior leadership framed it simply:

“How might we improve shopper confidence to buy high-consideration products online?”
 
 

Research

I proactively created a detailed research tracker outlining responsibilities. This kept the project efficient across an in-house and an external teams.

Three findings shaped the redesign:

  1. FullStory revealed that the most-clicked items on the existing page were at the bottom

  2. Personas and conversion data clarified who our target audience was and where they dropped off

  3. Competitor analysis surfaced patterns in how other high-consideration retailers built trust

Together these defined a clear brief: elevate the high-value items to the top fold, and reduce flow friction.

 
 

Ideation: UX Strategy

Based on the research, I defined the overall structure and UX strategy for the redesigned page. I iterated on multiple strategic approaches, presenting variations to stakeholders, evaluating pros and cons of each direction, and aligning on what best supported the brand and the buyer's journey:

  • Hero — imagery, details, specs, and add-to-cart elevated to the top fold

  • Inspiration — lifestyle imagery and unique selling points

  • Storytelling — brand values and sourcing story

  • Discovery — recommendations and customer service

 
 

Ideation: UI explorations

Throughout this process I led the design effort: guiding and iterating with the agency's design engineer, providing feedback, and ensuring the work was optimized for build.

We agreed that an A/B test would be the most effective way to validate the direction, and I advocated for it with stakeholders to secure approval before moving into build.

 
 

A/B Test Results

Once the designs, data, and content were fully approved, I led the handoff and partnered with the agency to bring the vision to life. The build required extensive QA and close cross-team collaboration.

After running the test for just over two weeks, the results were clear:

  1. Revenue increased by 81%.

  2. Average order value jumped 55%.

  3. Per session value nearly doubled.

With equal experiment sessions on both sides, the results were unambiguous — the redesign based on user-centered thinking was a measurable success.

 
 

Reflection

The numbers validated the approach, but the process made them possible.

  1. Thoughtful phasing matters: moving too fast early meant scrambling at launch. Front-loading alignment saves time at the back end.

  2. A/B testing is only the beginning. Phase two is where the real work lives: refining the design and improving usability based on what the data surfaces.

  3. Designing with engineering in mind accelerates delivery: designs that align with how components are coded reduce friction from day one.

 
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