Overview

Redesigned the product information section on Dick’s Sporting Goods’ Product Detail Page to enhance layout, UI consistency, and usability—guided by athlete insights, shopping behavior, analytics, and competitive research. Business impact: +$8.40M in incremental annualized sales and +$2.79M in incremental profit.

• Role: Researcher, UX Designer, Visual Designer

• Tool: Figma, Miro

• Duration: 1 month

• UX Methods: Primary Research, Secondary Research, Persona & User Journey, Concept Testing, Usability Testing

Challenges

The Product Detail Page (PDP) presented several key challenges.

• With a high volume of content and input from multiple stakeholders across the business, aligning on what information should be prioritized for users was complex.

• The page’s length and density often caused important details to become overlooked or buried, impacting usability and the overall shopping experience.

• Balancing stakeholder requirements with user-centered design principles was essential to creating a more focused, scannable, and effective layout.

Current Experience

Research

To ensure the redesign was grounded in real user needs, I conducted qualitative research to better understand how athletes interact with the product information and specifications on the Product Detail Page. The goal was to identify which elements support their decision-making process and where current pain points exist.

Feedback on Current Product Information

Concept Testing Summary

I conducted usability testing on two design concepts across mobile and desktop platforms, with 20 participants per device type—all athletes representative of our target audience.

Concept 1 emerged as the preferred experience on both platforms, with users consistently highlighting its improved navigability and clarity. The results reveal common expectations around ease of access and content visibility.

Key reasons for preference included:

• Improved discoverability and navigation

• A more seamless, continuous browsing experience

• The ability to view multiple sections simultaneously

“I find the first option most helpful because it's easy to find and understand. All of the information is listed across the entire page so it's not hard to miss. It's organized in a way that's easy for me to read as well.”
— Athlete, mobile participant

Next Steps/Future Opportunities

Enhance User Confidence

• Surface customer reviews and Size & Fit guidance for apparel and footwear

• Include diverse model imagery with sizing details

Increase Readability and Clarity

• Use concise bullet points and visual aids to present product info

• Clarify technical specifications with user-friendly language

Take Away

1. Information Hierarchy Is Critical: Relocating key product details—such as size, fit, and material—closer to purchase decision points improved discoverability and reduced drop-off.

2. Clarity Drives Confidence: Simplifying language, using bullet points, and reducing visual noise helped users more quickly understand technical specs and make informed decisions.

3. Inclusivity Enhances Trust: Featuring diverse models and relevant sizing information contributed to a stronger sense of relatability and confidence in fit and purchase outcomes.

4. Design Should Support Decision-Making: Minimizing distractions like promotional messages near core product specs allowed users to stay focused on key product attributes.

   Check out my other UX design works, or back to the beginning of the project.