Product Detail Page Re-architecture
Derek Darby
Case Study
Product Detail Re-architecture
Building a modular PDP framework during a live platform migration to improve conversion and support scalable merchandising.
Consumer SaaS Platform
Platform migration & optimization
Client: Hy-Vee
Consumer Ecommerce
Roles:
Lead UX Designer
Product Strategy
System Design
Research & Delivery
Summary
Conversion was constrained by inconsistent hierarchy, unclear value communication, and mobile friction.
What I Led
Defined and executed a new PDP framework balancing merchandising goals, technical constraints, and user clarity.
How it Worked
Re-architected decision-critical content, simplified variation logic, and introduced modular components for scale.
Impact
Established a scalable PDP architecture that reduced evaluation friction and enabled ongoing optimization.
Context
This redesign took place during a major platform transition from a legacy in-house product data system to ProdX, a vendor platform built to manage product variations, substitutions, and related products at scale.
Business Stakes
The redesign needed to strengthen customer confidence and engagement while protecting active revenue during a live platform migration. Any structural misstep risked invalid product states, broken purchasing flows, or measurable revenue loss at scale.
Success required maintaining performance without destabilizing production systems.
Team
Product, Engineering, Platform Vendor (ProdX), Merchandising, and Operations.
Constraints
Live platform migration with active revenue
External vendor system (ProdX) with predefined data structures
High risk of invalid product states across complex categories
Limited tolerance for experimentation failures in production
Impact Snapshot
+1.49% increase in conversion rate (from 0.82%)
+84k additional add-to-carts from related products
−5% bounce rate
+31 seconds average time on page
Overview
My Role & Scope
The Problem
Discovery & Insights
System Design Strategy
Defining the Variation System
Experience Design & Execution
Validation, Experimentation & Outcomes
Strategic Impact & Learnings
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Posted Apr 11, 2026
Redesigned product detail page architecture during a platform migration for a significant boost in conversion.
