Comparison Cards
Avios
Project Overview
The existing product display lacked visual hierarchy, with limited space for imagery, overwhelming text, and key details hidden below the fold. The goal was to create a more responsive, visually engaging, and conversion-driven experience that showcased product photography, variants, and key details more effectively.
Process & Approach
The redesign prioritised adaptive breakpoints, variant integration, and interactive elements to surface product details dynamically. A refined UI structure improved readability, reduced cognitive load, and guided users through a smoother purchase journey while maintaining a balance between aesthetic appeal and functionality.
Outcome & Impact
The new interactive approach led to an increase in upsells, with greater visibility for featured products. By making key details more accessible, users gained confidence in purchasing decisions. The project also provided valuable insights to inform future product discovery and conversion strategies.
User Insights
The research was documented to capture the purpose of the study, participant details, and key research objectives. I compiled the prototype screens alongside user feedback, identifying recurring themes, pain points, and opportunities for improvement. These findings were then translated into actionable next steps, ensuring design decisions were grounded in user needs and validated insights.
Comparison Card pivot
Following the user research, the project pivoted from a recommendation-focused experience to one centred on education. Working closely with the Product Owner and Content team, I designed comparison cards that highlighted the key features and benefits of each Avios buying product, making it easier for users to understand the differences at a glance.
“What is it?”
I also introduced a "What is it?" secondary call-to-action, which opened a detailed view of each product, providing additional context, eligibility information, and a visual walkthrough of how to claim or purchase Avios. By incorporating clear iconography and image-led step-by-step guidance, the content became easier to digest, reducing cognitive load and helping users quickly understand each option. This gave users the knowledge and confidence to make informed decisions while increasing awareness of the full range of Avios buying products.y.
