Scaling Product Discovery & Selection
To simplify how users find products and make confident decisions, I led the redesign of how users discover and select products across an ecommerce catalog.
Business Impact
✅ 10%+ increase in year-over-year ecommerce revenue
✅ 48% increase in System Usability Scale scores
📉 42% reduction in support ticket volume
Context
Making it easy to choose the right label product and material with confidence.
Avery’s catalog includes thousands of label variations, making it difficult for users to find the right product.
Solution
We improved the product discovery and selection experience as a cohesive system across 3 key areas.
1) Simplified Discovery
2) Improved Product Selection & Configuration
3) Added Decision Support
Simplified Discovery
We reduced complexity in filters and browsing. Options were organized around size, shape, and use case in proximity with where users were actually interacting
Filter Experience
Customers were not utilizing the filters that were on the left pane. This led to a common behavior of constantly scrolling through a large vertical list of product listings.
Improved Product Selection & Configuration
Clarified product differences and simplified the configuration experience on the PDP.
Made it easier for users to select the right option and move forward with confidence.
Product Configurations
With an increasing amount of combinations customers wanted to select, from shape, size, custom size, materials, and quantities, we needed to provide a more flexible, scalable configuration flow.
Added Decision Support
Many support calls were driven by confusion around which material to choose.
Introduced clearer comparisons to help users confidently select the right option.
Material Finder & Comparison
Customers understood what they wanted to use the label material for and had no clear way of comparing nor quickly coming to a decision. This reduced reliance on guesswork and call center support