ASOS
Founded in 2000, ASOS is an online retailer for “fashion-loving 20-somethings” around the world, to give its customers the confidence to be whoever they want to be. ASOS believes in the freedom to explore and express yourself without judgement.
In-house
👟
Platform
💻 Web
Quick links:
Objective Strategy
Process Research & UX
Designs UI
Tests & Findings Data
Objective Strategy
With ASOS hosting over 85,000 products online at any time, the ASOS product detail page (PDP) heavily influences whether or not a customer adds an item to their bag. It should be inspirational, satisfying, and make it easy for them to make informed purchasing decisions.
Currently, there is only one PDP template to describe all products in all categories, from dresses to lamps to lipstick. Having a “one size fits all” template removes the opportunity to (including but not limited to):
Present unique features specific to that product type
Push related content and social media
Showcase brand partnerships
Process Research & UX
A modular design approach gives us the flexibility to independently create or swap components with others, based on the category and its drivers for maximum conversion.
The modular PDP would host our larger initiatives and features, such as ‘Fit Assistant’ (our size recommendation tool).
Page Fundamentals
Static module | highlighted in GREEN
These are the foundations to all our product pages, regardless of category:
Image gallery
Video player / 360 player / MATT / AR player
Product name
Brand
Product information: size / colour swatches / price
CTA’s: ‘add to bag’ and ‘save for later’
Promos
Delivery info
Share
Product Details
Static module | highlighted in BLUE
These details will vary based on the product type. For example, a dress will have ‘size and fit’ details, but lipstick will have ‘ingredients’ and ‘application tips’.
Upsell and Cross-sell
Dynamic module | highlighted in PINK
Products will suggest different upsell/cross-sell propositions depending on which algorithms best support that product. For example:
More from this brand
Similar products
Buy the look
Recently viewed
Partial out of stock suggestion
‘Outfit Builder’
Engagement pieces such as:
Ratings and reviews (initiative in its infancy for ASOS)
Brand moments
Related articles
ASOS Insiders (Influencers)
Social validation
Secondary images and video
Bot, peer to peer, Customer Care
Dynamic module | highlighted in YELLOW
Upsell and Cross-sell
Designs UI
Desktop 1280px | Mobile 375px
Brand promotion PDP
Clothing PDP
Living + Gifts PDP
Activewear PDP
Face + Body PDP
Tests & Findings Data
To add an additional layer of scalability to our PDP, our dynamic modules (above) would change algorithmically, based on the motivations of our customers and the business needs. The algorithms take into account:
Customer entry point (explained in visuals below)
Product complexity
Price point
Stock levels
Page visits
This would allow us to run multi-variant testing in production, and learn which combinations of modules increase engagement and sales.