In a rapidly evolving digital landscape, I spearheaded a comprehensive transformation of HP’s ecommerce business, prioritizing user experience, design excellence, and operational efficiency. By leveraging data-driven insights and a deep understanding of consumer behavior, I successfully elevated HP’s online presence and drove substantial business growth.
Reimagining HP’s Ecommerce Experience
Client
HP
Duration
Oct’22 – July’24
Role
Leadership
Research
UX-UI Designer
Creative Director
Team
15 Designers
6 Copy writers
4 Project Managers
Tools
Adobe Photoshop
Adobe Illustrator
Adobe Workfront
Adobe After Effects
Figma | XD
Amazon Seller Central
My Contributions
- User Experience (UX)
- User Interface (UI)
- Wireframing
- Prototyping
- Animation
- Problem Solving
- AI Solutions
- Trainings
- Planning
- Business Growth
- Stakeholder Management
Goal
Modernize HP’s Ecommerce platform, improve user experience, and drive sales growth.
Challenge 01
A vast and diverse product portfolio requiring consistent design and content.
Challenge 02
Meeting stringent brand guidelines while ensuring a seamless user experience.
Challenge 03
Optimizing product pages for maximum visibility and conversion.
Challenge 04
Efficiently managing a large-scale Ecommerce portfolio.
5000
Product Display Pages (PDPs) Delivered
250
Assets Delivered
150
Revenue Growth in FY23-24
My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions.
My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions.
My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions.
My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions. My Role and Solutions.
Strategic Leadership
Provided strategic direction and vision for the Ecommerce transformation on Amazon & Flipkart.
UX/UI Design
Led the design team in creating intuitive and visually appealing interfaces that aligned with HP’s brand identity.
User Research
Conducted extensive user research to understand customer needs and preferences, informing design decisions.
PDP Refresh
Implemented a comprehensive refresh of Product Display Pages (PDP) to improve product visibility and enhance user engagement.
Content Strategy
Developed a uniform and effective content structure for PDPs based on user research findings.
Automation
Implemented automation tool, Storyteq to streamline PDP creation and reduce manual effort.
Brand Store Development
Launched a dedicated brand store on Amazon to provide a more immersive and personalized shopping experience.
Cross-Functional Collaboration
Fostered strong collaboration with marketing, sales, and engineering teams to ensure alignment and efficient execution.
Research & Analysis
- Conducted in-depth user research to identify pain points and preferences.
- Developed user personas to represent target customer segments.
- Utilized design thinking methodologies to ideate innovative solutions.
Competitive Analysis
Studied best practices of other electronics brands, such as Apple, ASUS, Dell, Acer, Lenovo etc.
Information Architecture
To make sure that HP’s entire product portfolio and information architecture of each product detail page is aligned with user expectations, we had 6 remote card sorting sessions using Figjam. Our goal was to find smaller, intuitive groupings for the existing 36 product categories. After organizing the data, we ended up with 3 clearly defined main categories with their respective 3-4 subcategories.
Print: Home | Home Office | Office | Supplies
Personal System (PS): Gaming | Non-Gaming | Creator
Accessories: Work | Create | Play
User Interviews and Surveys
Conducted user interviews and surveys to understand customer behaviour, preferences, and frustrations. Together with the team, we prepared an interview script with 32 open-ended questions, focusing on our target audiences’ values, motivations, and daily routines. In 4 days, I recruited and interviewed 7 users remotely. We referenced the user interview findings throughout the entire design process.
Understanding the target audience and their challenges were our priority. We also built an online survey and shared it in various relevant communities. In just a few days, we received 18 submissions. Based on these, we identified common pain points, which lead us to the next step.
User's Frustration & Confusion
Not able to see their preferred brand on the listing page (first step of purchase journey) as all the products looks the same
User has to visit the detail page of each product to even know the basic information, making the buying experience really cumbersome.
Information on product detail pages are scattered and incomplete making it difficult to make a purchase decision
Business Problems
Losing business to the competition with similar offerings as the user are not able to see HP in the first glance
Not able to showcase the edge that HP has over the other brands in terms of technology and offerings
User’s not completing the purchase journey due to lack of proper and complete information about the product
User Personas
We wanted to form a deeper understanding of our users’ goals, needs, experiences, and behaviors. So, we created 4 personas for each of our user segments. They were based on user interviews and surveys, and we kept updating them throughout the project as we gathered more data. We used these personas whenever we wanted to step out of ourselves and reconsider our initial ideas. Their online behaviour helped us to strategically advertise our products to them in their everyday work flow.
Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success.
Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success.
Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success.
Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success. Designing for Success.
“To streamline the creation of visually appealing and informative Product Display Pages (PDPs) for HP's vast product portfolio, I lead the implementation of Storyteq, a powerful creative automation tool. By leveraging Storyteq's capabilities, we were able to significantly accelerate the PDP production process and ensure consistency across the entire range.”
Storyteq’s implementation to automate PDP creation, resulted in 45% reduction in man hours.
Scalability
Storyteq enabled us to efficiently create a massive number of PDP assets, catering to the diverse needs of HP’s extensive product lineup.
Consistency
By automating the design process, we maintained a consistent visual language and branding across all PDPs, enhancing the overall customer experience.
Efficiency
Storyteq’s intuitive interface and automation features allowed our design team to work more efficiently, reducing turnaround times and increasing productivity.
Customization
The tool’s flexibility enabled us to create tailored PDPs for specific product categories or target audiences, ensuring a personalized shopping experience.
Multilingual Support
Storyteq’s support for multiple languages facilitated the creation of PDPs in various languages, expanding HP’s global reach.
Product Display Pages (PDPs)
Redesigned product pages to align with the new VIS, improve product discoverability, and enhance user experience.
Harmony of elevated visual delight and content architecture based on the user research made it a success. Content is bucketed as per the user expectations and serves the information in a progression.
Mock of the Amazon PDP, it is divided into 2 parts: Above the Fold (ATF) & Below the Fold (BTF) also known as A+ Content. Content tiles in the top white part are ATFs, followed by more visual rich A+ content.
Before and After of the design revamp with few different tiles.
Top Brand CTR
Consistently achieved the highest click-through rates during major sales events on Amazon.
”The creatives look awesome, internal team was reffering to them as one of the best creatives this Prime Day Sale'23.
Ishant JainManager, Amazon
Simple, neat & focused on sale.
Brand Stores Development
- Launched a dedicated brand store on Amazon to provide a comprehensive shopping experience.
- Curated product selections, personalized recommendations, and engaging content to drive customer loyalty.
- Brand Stores were highly utilised during the new product launches to give user’s engaging and rich content.
Success Metrics & Impact. Success Metrics & Impact. Success Metrics & Impact. Success Metrics & Impact.
Success Metrics & Impact. Success Metrics & Impact. Success Metrics & Impact. Success Metrics & Impact.
Success Metrics & Impact. Success Metrics & Impact. Success Metrics & Impact. Success Metrics & Impact.
Success Metrics & Impact. Success Metrics & Impact. Success Metrics & Impact. Success Metrics & Impact.
Failure will never overtake me if my determination to succeed is strong enough.
40
Laptop market share during Sales
45%
Reduction in man hours
6
New markets captured
Top Brand CTR
Achieved top brand click-through rates during three consecutive sale events on Amazon. Prioritizing user needs and preferences throughout the design process is crucial for creating successful ecommerce experiences.
Enhanced Customer Satisfaction
Received positive feedback from users regarding the improved shopping experience. Regular testing and iteration are essential for maintaining a competitive edge and ensuring ongoing improvement.
Benchmark Setting
Our designs became the industry benchmark for two consecutive sales. Tailored recommendations and experiences can significantly enhance customer satisfaction and drive conversions.
Stakeholder Satisfaction
Exceeded expectations in terms of project delivery and results. Exceeded expectations in terms of project delivery and results.