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Lollipop Product Page on Amazon DE
Optimize Lollipop product page on Amazon.DE site to increase session and page views.
Role
Market Researcher, UX Researcher
UX Designer, Data Analyst
Duration
February 2021 - May 2021
Team
Carlotte Chou, Shao-Yun Sha
01| Define
Since Germany has become the main market for Lollipop in recent years, Lollipop decided to customize the Amazon DE product page to increase DPV (detail page view).
02| Research
Research Questions
To achieve the objective, I set out to find answers to the following questions:
Question 1
How often did consumers make online purchases in the past 6 months?
Question 4
What do customers care about most when browsing product page?
Question 2
What devices do customers use when shopping online?
Question 5
What features will increase customers' willingness to buy?
Question 3
What are customers online shopping preferences?
Question 6
What causes the customer to return the product?
Research Methodology
I employed several different methodologies to achieve the research objectives. The methods included: DE e-commerce market research, user interview, and competitive analysis. I then synthesized the data to draw a design framework with the UI team.
Market research & User Interview
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Procedure
I first integrated the analysis of DE e-commerce consumer behavior as the basis for the design of user questionnaires. Through in-depth interviews with 15 German users, I could comprehend their purchase behavior.
Therefore, based on qualitative and quantitative methods, I sorted out the key factors that led to the increase in orders from German customers.
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Objective
Understand customer needs so that we know what should be modified on the product page.
Competitor Analysis
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Procedure
Through competitor analysis, we identified Lollipop's advantages in the German baby monitor market. Also, we could know what features need to be emphasized on the product page.
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Objective
Determine what features should be emphasized on the A+ Content.
03| Product Page Layout Design
Design Principles
Based on the above insights, we listed 2 design principles to help guide the creation of our design solution.
Principle 1: Product Knowledge
Our design should allow German customers to have a comprehensive understanding of the product.
Principle 2: Brand Trust
Our design should let consumers know that we protect their privacy when using the Lollipop Baby Camera.
Framework Design
Start with product introduction
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Slogan: Lollipop can reduce the burden of novice parents in caring for babies.
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Product picture: Introduce the type of monitor WiFi monitor, which needs to connect with Lollipop App.
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Award: Enhance brand credibility.
German consumers place emphasis on detail
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Brand Intro: Build a bridge of trust with customers.
Lollipop 6 main features introduction
We arrange the six main Lollipop features in six boxes, allowing customers to browse the product's features on one page.
In addition, we further elaborated the details of the product features to increase German customers' browsing rate and purchase intentions.
Lollipop bendable feature
Presenting icons with bendable features, we want to convey a message to customers: Lollipop allows you to position it however it fits your lifestyle.
In addition, we use Lollipop gray camera in small icons to advertise the latest Lollipop color.
Other features introduction
We display other Lollipop features in small icons and explain features in detail with text to let customers gain a comprehensive understanding of Lollipop features.
Comparison
We use a comparison table to show the benefits of combining Lollipop sensor, which can stimulate consumers to purchase Lollipop sensor.
04| Result
Launch Date: May. 28. 2021
Monthly Sessions +31.66%
Monthly Page Views +44.71%
We updated our new version of the product page in May. Except for Amazon Prime Day from June 21 to June 22, Lollipop has no other promotions. Overall, the number of sessions and page views per month increased significantly compared to the months when the product page was not modified.
