PDP Redesign
ghd
Project Overview
The existing ghd PDP lacked clear hierarchy, making it harder for customers to explore products and key information. The goal was to create a clearer, more engaging experience that supported product discovery and purchase.
Discovery
Reviewed the existing PDP to identify opportunities across product imagery, information hierarchy, variants and key USPs. The experience was then restructured around clearer hierarchy, stronger imagery and progressive disclosure to surface information without overwhelming the purchase journey.
Outcome & Impact
The redesigned PDP created a clearer product discovery experience, making key information and variants easier to explore while supporting a more focused purchase journey and commercial engagement.
What I learned
The project reinforced the value of progressive disclosure: giving customers the right information at the right point without overwhelming the purchase journey.
Variant integration
Allowing users to easily view different colours and models without navigating away.
Technology, Features tabs
Introduction of technology and feature's tabs allowed the user to toggle between key USP’s and brand callouts to facilitate in online purchase decisions resulting in fewer product returns.
Product Imagery
Updated product modules allowed for better presentation of detail shots and show off the sleek product design.
