E-Commerce
Eargo PDP
Background
Eargo is an innovative medical device company on a mission to improve the quality of life for people with low-to-moderate hearing loss with their virtually invisible hearing aids.
In my role as product designer I create innovative design solutions for the e-commerce platform that position the Eargo brand as technologically advanced while shattering the stigma associated with wearing hearing aids.
This PDP re-design was to coincide with the launch of 2 new product offerings in Q1 2024.
Challenge
Problem Context
The world is getting louder and more people are suffering hearing loss.
Although many people could benefit from the use of a hearing aid, there is a social stigma around wearing them.
Business Problem
Most people are unaware of recent advances in hearing wellness technology that make hearing aids more discreet and less intrusive.
Eargos are a financial investment with their premium device costing $2,500.
Eargo’s current average lifecycle of a customer journey from initial visit to product purchase is 5 years.
HMW
Transforming Eargo's PDP
Eargo's existing product detail page (PDP) was failing to effectively convey the value proposition and drive conversions.
To address these shortcomings, we undertook a redesign aimed at creating a more intuitive experience that would guide customers and give them the confidence to purchase.
Reviewing the Current State
The current PDPs served more as a marketing page with lengthy storytelling, multi-directional scrolljacking and animation throughout. The page was overwhelming and had critical CTAs buried at the bottom.
The customer needed a simple, engaging but approachable experience to streamline their journey.
Eargo's goal was to shorten the customer journey and boost conversions.
What will success look like?
Flexible
Deliver a PDP template that can scale and adapt to future product launches.
Educate
Provide concise engaging content to quickly educate customers on the value of Eargo hearing devices.
Validate
Build customer confidence in Eargo’s products and as an innovative leader.
Guide
Help the customer choose which Eargo device is right for their needs and budget.
Goals of the Re-Designed PDP
Having a tight roadmap to deliver the final MVP, I established clear goals for the re-designed PDP.
Deliver a flexible template that can scale and adapt to new product launches
Communicate the many value props of Eargo to educate the customer in a concise way
Utilize reviews and press quotes to validate the Eargo product
Build trust and alleviate customer concerns to ultimately shorten the customer lifecycle
Initial Wireframes
I started with basic content blocking to determine what needed to be included in the design.
The many features of Eargo needed to be communicated to educate the customer.
The challenge was to provide all the information in a quick, visually appealing way without overwhelming the customer.
Comparison Feature
A later add to the project scope was a comparison feature for the PDP. Customers struggled to choose which product was right for their needs and budget.
Since the Eargo devices all look visually similar, the challenge was presenting the differentiating features in an easily scannable format.
Design Exploration
I looked at comparison chart best examples and sketched out ideas for making it an interactive experience.
First Iteration of the Comparison Feature
The first iteration after sketching was a swap card interaction in a modal, allowing users to compare devices directly on the page without navigating away.
What Does the User Think?
Testing the PDP
I set up the Figma proto for usability testing with our unmoderated tool Userbrain.
Testers were asked open ended questions around the impressions of the site and clarity of product presented. They were also asked to find the comparison tool and give their feedback on it.
2 rounds of testing were conducted with 10 users each all in the target 35-60 yr age range.
Testing Takeaways
What Went Well
Intent of page came through
5/5 rating on overall PDP impression
Testers liked look of comparison cards and found the details easily scannable
What Could Be Better
Compare Products button on PDP could be more visible
Need for more obvious exit from comparison cards
Testers mentioned wanting to see product in ear canal for size scale
