abc carpet & home redesign
As a luxury home furnishings retailer, abc carpet & home's products were underperforming online. The product detail page was a critical entry point into the purchase funnel with product types spanning everything from furniture to jewelry. We set out to redesign these pages.
Founding Product Designer
Product managers, external developers, editorial team
Figma, FullStory, Adobe, Google Analytics, Sheets, Google Optimize, Miro
12 weeks
Challenge
Redesigning the product detail page was a top priority for leadership. With average order values over $700, shoppers needed more reassurance to feel confident buying online.
Results
The new product detail page elevated high-value content to the top fold, giving shoppers the information they needed when it mattered most.
An A/B test running just over two weeks made the results clear: revenue increased by 81%, average order value jumped 55%, and per session value nearly doubled.
81%
Increase in revenue
55%
Increase in AOV
16%
Increase in conversion
Process
I partnered closely with product managers, an external agency, and cross-functional teams to drive the product page redesign from research through launch.
Research & Analysis: I proactively created a research tracker to keep in-house and external teams aligned. FullStory, personas, and competitor analysis surfaced two findings: elevate high-value content above the fold and reduce flow friction.
UX Strategy: I defined the ideal page structure across four zones: Hero, Inspiration, Storytelling, and Discovery, but scoped down the sections for MVP to keep the team focused on validating the core experience before adding complexity. In presenting to stakeholders, we aligned on an MVP that best supported our brand and users.
UI & Agency Collaboration: I worked hand-in-hand with the external design technologist: whiteboarding, pairing, and leading design direction throughout to ensure the vision didn't get lost in translation. As the founding designer at abc, I advocated for an A/B test to quantify UX impact for the company.
Handoff & QA: Once design, data, and content were fully approved, I led handoff and partnered with the agency through an extensive QA process to bring the vision to life.
“ Our redesign delivered the strongest A/B test results we've seen: increases of 81% in revenue and 55% in AOV. ”
Megan Tiejen
Conclusion
The A/B results were clear: 81% revenue increase, 55% jump in average order value, and per session value nearly doubled. The numbers validated the approach, but the process made them possible. Front-loading alignment saved time at launch. Designing with engineering in mind reduced friction from day one.
With more runway I would have launched more of the page sections we scoped for phase two from the start. This project taught me that being a founding designer means selling the process as much as the output. The A/B test wasn't just validation, it was how I earned the trust org-wide to keep experimenting.