1. LESCO PolyPlus Opti Fertilizer: Product Carousel & A+ Content
A case study assignment as part of the 4th round interview process for a Digital Content & Product Data Analyst role at SiteOne Landscaping Supply. Ultimately, I was not chosen for the role, but I was commended by the company for my strong design work.
The Assignment
- Navigate to this product detail page (PDP): LESCO Fertilizer 24-0-3 40% PolyPlus OPTI45 3%Fe 50 lb | SiteOne US
- Review the content and branding on the LESCO website: Fertilizer | LESCO
- Using the product attribute data from the PDP and creative inspiration from the LESCO brand site, please create the following:
- Two (2) infographics that could be used in the image carousel of the PDP
- File format: JPG
- Size: 1200 x 1200
- One scrollable, embedded content story that emphasizes why a customer would choose to purchase LESCO over a competitor’s product.
- This can be created using a free design tool such as Canva or a similar platform.
- Two (2) infographics that could be used in the image carousel of the PDP
Research & Analysis
I began this assignment by gathering all product data and digital assets I would need to create the new images for the carousel and scrollable content:
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Links:
SiteOne PDP LESCO Fertilizer Landing Page LESCO PolyPlus Product Line LESCO PolyPlus Opti LESCO Spec Sheet Product Label Home Depot Fertilizer Example - Image Carousel Amazon Fertilizer Example - Scrollable Content Free Use Images Next, I asked chatgpt to use the data I collected to choose two key points to highlight and provide a few concepts for each infographic. I used these insights to develop an outline for the infographics and scrollable content:
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A+ Content Outline:
- “Apply once, grass stays green up to 180 days! Go green, stay green!”
- *guy tossing out fertilizer on dead grass, clock picture with separator line, on right side grass is green now*
- Chart showing the difference in cost/time between single application of poly plus opti and a baseline nitrogen fertilizer that wears off quickly
- “Our proprietary pellet coatings start releasing nitrogen into the soil immediately, and keep up the dosage for up to six months.”
- *images from the video of coating technology, arrows seeping into soil*
- “Polyplus opti provides a variety of effective products to satisfy your specific fertilizer needs”
- Table of comparison between polyplus opti fertilizers, with a row for key differences like: weight, duration, mineral types
Wireframes & Mockups
Using the research and refined outline provided by chatgpt and my own findings, I created line drawings to transfer the ideas in the outline into concrete designs and determine the structural and visual layout of each design.
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Final Designs
The wireframes served as my reference point as I transitioned to Canva to create the final designs. I used a combination of royalty-free images, brand images and generated images as the assets to design the following infographics and scrollable content.
As I refined my designs, I paid close attention to the brand identity and storytelling in the images, particularly with the scrollable content, to make sure the key benefits of the product were clearly conveyed to the consumer.
As I refined my designs, I paid close attention to the brand identity and storytelling in the images, particularly with the scrollable content, to make sure the key benefits of the product were clearly conveyed to the consumer.
Image Carousel
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A+ Content
2. Royal Designs, Inc. Cord & Chain Covers: Amazon PDP Improvements
Product detail page improvements for the Royal Designs, Inc. Cord & Chain Covers variable product listing on Amazon. The following improvements to the PDP increased sales by over 20% within the first month.
The ProblemSales were low on this product even though page views were high. Customers were having no trouble finding the product, but something about the listing was either confusing or overwhelming for customers and inhibiting their purchasing confidence.
Data CleanupI began by auditing the variation family of this product to clean up the titles, bullets, descriptions, and SEO keywords of each child ASIN. This clean up process involved correcting any inaccuracies in product data and following Amazon's most up-to-date best practices for formatting.
For example, the "Pear Green" color option was incorrectly labeled as "Perigreen". To correct this error, I had to update the color attributes across Amazon Seller and Vendor and create new product images with the correct color label and upload them to both channels. |
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UX Improvements/Restructuring
Next, I reviewed the variation theme and grouping logic for the family. The variations were grouped by "color-only" and the swatch images for each variation showed the image of the product box. For example, a color name could have been "Pear Green - 6 Pack" and the swatch image would have been a product box with 6 cord covers shown on the front of the box.
The existing set up was confusing for multiple reasons:
- It created too many pages of variations for customers to scroll through
- The swatch images were not visually distinct enough for customers to immediately understand them
These issues increased the cognitive load needed for customers to come to a purchasing decision, thus resulting in fewer overall purchases of the product.
The Result
To fix this issue, I changed the grouping logic to "color-size" and created new swatch images that are zoomed in shots of the cord cover fabrics. This change created a more clear visual distinction between color variants, while reducing the complexity of scrollable options by moving the pack quantities to a separate attribute. As a result, the product saw immediate improvements in sales by more than 20% in the first month.