Product Listing Pages
My Role
Product Design,
Research
Company
Dia & Co
Timeframe
3 Months
The Challenge
Customers struggled to find discounts and use filters, leading to lower click-through and conversion rates.
UX Audit
We analyzed the experience to uncover any issues that could be impacting conversion.
1) There’s no visual confirmation when filters are applied.
2) Customers don’t know which items qualify for discount codes.
3) It’s not clear how to close the filter panel when you’re done.
Why It Matters
With thousands of plus-size options at Dia, it shouldn’t be hard to find something you love.
Design Strategy
Prioritize clear filters and product discovery through user feedback and iteration.
“I chose my sizes, but I’m not sure how to get out now.”
“Where do I go to see the filters I chose before?”
“How do I know which items work with the sale code?”
Design Iterations
We tested various filtering and layout concepts, refining the design with user feedback.
A few mid-fidelity explorations. While I preferred #2 for its improved SEO capabilities, we also had to account for subcategory links due to limitations in our filtering system.
Shipped Design
The new design streamlines filtering, boosts brand visibility, and allows for future updates.
Early Results
User engagement and conversion improved, with positive feedback on the browsing experience.
As a result of the PLP redesign, we saw a 66% increase in filter engagement and an 8% boost in PDP view rate, delivering a smoother and more inclusive shopping experience for plus-size customers.
What’s Next?
With the foundation set, future iterations may include:
Dynamic filtering options catered to each clothing category.
Improved SEO integration for stronger organic discovery.
A/B testing promotional layouts for ongoing clarity improvements.