Gathering Business Requirements

Multiple stakeholders play key roles in Mango's e-commerce PDP (Product Detail Page). Through kickoff sessions and workshops, we gathered requirements, understood challenges, and identified long-term goals from essential departments — Back Office, Returns, Merchandising, Studio, SEO, Sustainability and others.

We also collected valuable insights from our squad members: front-end and back-end developers, analysts, QA specialists, product designers, content designers, and product owners.

Understanding User Requirements

To better understand customer feedback and their experience with the PDP, we conducted the following research:

Research insights

Analyzed previous e-commerce and customer research to identify pain points and needs.

Customer feedback

Examined customer feedback and direct comments from a VoC (Voice of the customer) program.

Customer service

Connected with customer service to uncover common PDP-related issues and questions.

Data Analysis

Conducted data analysis on user behavior using heatmaps, session data, conversion rates, and other metrics.

Identifying Opportunities

In collaboration with the content team, we performed an audit of the PDP functionalities across mobile web, desktop web, iOS, and Android platforms to identify improvement opportunities and dependencies with other teams.

We also conducted an audit of the current PDP structure and information architecture to evaluate potential changes in how content is organized and presented.

Collecting Best Practices

Based on the aesthetic direction set by the design lead for the e-commerce site, I conducted an aspirational benchmark to identify actions that could help us achieve the vision for the PDP.

Additionally, I benchmarked against direct competitors to understand common user behaviors in those brands and identify opportunities for differentiation.

ELEVATE

Problem: Mango lacks the fashion-forward language that matches the brand's positioning.

Strategy: Create a new design that presents Mango in a more fashion-focused way.

COMMUNICATE

Problem: Information about sizes, fit, and store availability lacks clarity and accuracy.

Strategy: Enhance the precision and clarity of size, fit, and availability information.

INSPIRE

Problem: The PDP emphasizes single-item purchases rather than looks and styling options.

Strategy: Encourage complete look purchases by showcasing diverse outfit combinations.

CAPTIVATE

Problem: The product page is one of the top entry and exit points for e-commerce traffic.

Strategy: Provide more relevant product visuals to keep users engaged and reduce drop-offs.

FLEXIBILIZE

Problem: The PDP displays the same content for all products, regardless of type.

Strategy: Customize content based on product category to enhance relevance.