CDW Corp
UX E-Commerce Optimization

THE PROJECT
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CDW has been a client for the Accenture Song Optimization leg for over 3 years. I worked on the engagement from 2021-2023 alongside analysts, strategists and developers AB testing PDPs (product description pages), PLPs (product listing pages) and home pages to optimize their website for various business and design KPIs. I participated in a number of PSMs (ACN specific design thinking workshops) with the client, creating hypothesis and offering user centered perspectives as the UX SME.
THE TEAM:
Rastko Kovačevic
Jason White
Erin Sionkowski
Bianca Srivastava
MY ROLE:
UX DesignerPRODUCT DETAIL PAGE REDESIGN FOR LAPTOPS
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Problem
The PDP has too much information for users to digest, causing customers to become overwhelmed and leave the page prematurely. CDW Business and tech teams require all the current information to be displayed.
How may we rearrange the current information in a way that is intuitive and easy to digest for the user?
Hypothesis
By re-chunking the information displayed on the PDP by theme and rearranging information chunks as such, we can decrease the scroll time and create an intuitive product narrative for new and returning customers as they explore the offering.
THE PROCESS
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REDESIGN STRATEGY

DESIGN NOTES
︎︎︎ Sticky header with “Add to Cart” and price ensures that users have the option to make a purchase decision and any point in the flow. This means that returning customers are not forced to consume information that they may already know before getting to the purchase option.
GOAL
︎Appeal to new and returning customers
︎︎︎Right scroll with the overview content chunks (tech overview, product description, recommended warranty, product add-ons) allows users to consume an abbreviated version of the product details without the scroll length. Combining specs, description, warranty and add ons makes contextual sense because they encompass what the product is and how it can be used (warranty, add ons).
GOAL
︎Appeal to new and returning customers
︎Consolidate information
︎︎︎Integrating “similar models” and “customers also viewed” under a compare tab allows users to view other synonymous products within the current product page and consolidates two sections together. Users can do a deep dive within this section to view all warranty options and accessories offered within the current product.
GOAL
︎Remove redundancies
︎Consolidate information
FINAL PROTOTYPE
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