Messaging Hierarchy

Providing Clarity through Storytelling

Background

The Old Navy product details page was informative but inconsistent and overwhelming. I needed to help the brand prioritize content in a way that makes sense for the shopper while maintaining brand objectives. What resulted are multiple resources helping to take the shopper through content that flows seamlessly.

Approach

Partnering with a designer, I determined a testable hypothesis based on what I know about our shoppers and best practices. We confirmed which content was most useful for shoppers through user research. It was important that the template (see below images) could be applied with some pliability given the various brands’ goals. Including them early on also ensured buy-in for long-term application.

Deliverables

Tools for designers were created allowing for flexibility based on varying brand merchandising preferences.

Outcomes

I provided partnership and iterative support for different brands and pages within the e-commerce experience. Shoppers will be able to find their way to more information or make their shopping decisions throughout the product details page. Designers will experience reduced friction as well thanks to the resulting consistent storytelling.

An example content wireframe for a product details page.