abc carpet & home redesign
As a luxury home furnishings retailer, abc carpet & home's high-consideration products were underperforming online. The product detail page was a critical entry point into the purchase funnel. I led its end-to-end redesign to give shoppers buying confidence online.
Lead Product Designer
Product managers, external developers, editorial team
Figma, FullStory, Adobe
14 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 reassurance they needed when it mattered most.
An A/B test running just over two weeks made the results clear: revenue increased 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 the project efficient across in-house and external teams. FullStory, personas, conversion data, and competitor analysis together defined a clear design brief: elevate high-value content to the top fold and reduce flow friction.
UX Strategy: I defined the overall page structure across four zones: Hero, Inspiration, Storytelling, and Discovery. I iterated on multiple strategic approaches, presented to stakeholders, and aligned on what best supported the brand and the user journey.
UI & Agency Collaboration: I led the design effort in partnership with the agency's design engineer: guiding iterations, providing feedback, and ensuring the work was optimized for build. I advocated for an A/B test to validate the direction.
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.
Conclusion
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. And the A/B test was just the beginning — phase two is where the real work lives, refining the design based on what the data surfaces.