Enhancing Product Discovery Through Experimentation
Target Australia – Product Listing Page Optimization (Ongoing)
Overview:
Redesigned Target Australia’s PLP cards to boost product discovery and engagement. Partnered with the experimentation team to create and test UI variants using A/B testing and user data. Several versions are now live, with active experiments shaping ongoing improvements.
Problem | Goal |
|---|---|
Despite high PLP traffic, product card and filter engagement was low. Bounce rates spiked during promotions, and heatmaps showed minimal interaction with key content, especially on mobile. | The goal was to boost CTR to product pages, lower PLP bounce rates, and align the layout with Target’s new brand. We used data and insights to refine key components for a more engaging experience. |
Step 1: Research & Discovery
Quantitative Research | Qualitative Research |
|---|---|
Heatmaps revealed customers weren't scrolling past the first row of product cards | Conducted remote usability testing (10 participants) on desktop and mobile |
Scroll-depth data showed over 60% drop-off after the fold | Used Maze to validate low-fidelity concepts |
Step 2: Ideation & Wireframing
Design Iterations & Stakeholder Feedback
Iteration 1: Initial Wireframes
Stakeholder Feedback: "Cards feel too dense, hard to scan "My Response: Increased whitespace by 40%, simplified product information layout
Iteration 2: High-Fidelity
V1User Testing Insight: "I want to see ratings before clicking"My Response: Added star ratings to card design, integrated review count display.
Iteration 3: Mobile Optimisation
Development Constraint: "Button sizing doesn't meet accessibility guidelines on mobile"My Response: Redesigned CTA buttons to 44px minimum height, adjusted mobile grid layoutExperiment Design
