New UI & Information architecture (MVP)
Experiment
Test AB
Countries
All
Platforms
iOS, AND, WEB
Context
- A new set of design principles has been defined to refresh the e-commerce UI.
- To enable the development of upcoming features and modules for the new PDP, it was essential to first establish a clean, coherent structure aligned with these new principles.
Hypothesis
We believe that by updating the UI to align with the new design principles and redesigning the information architecture—focusing on more relevant and contextualized storytelling, an omnichannel content structure, tiered navigation for a cleaner experience, and modular design for greater flexibility—we could lay a solid foundation for future developments while implementing key UX improvements during the redesign.
Before
After
AB Test
- Control: Standard pdp experience
- Variant: New architecture y nueva UI, así como mejoras de experiencias de usuario
Results
- On iOS, we increased the CR by +2% and ATB by +7%.
- On Android, we increased the ATB by +1,7% (€598,400 gross over 12 months)
- On desktop (Mango), results were flat with no statistical significance, while on mobile ATB increased by +26% (€3,144,401 gross over 12 months).
- On desktop (Mango Outlet), results were flat with no statistical significance, while on mobile ATB increased by +4%.