Messaging Hierarchy

Providing Clarity through Storytelling

The current Old Navy product details page is 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.

User Research

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 while they made their decision within the product details page.

Deliverable Creation

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

Ongoing Support and Auditing

I’m providing 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.

Example Deliverables