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Apparel Brand Product Page
CRO
PDP Rebuild
UX Design
Conversion Copywriting
Replo/Shopify Integrative Design
Shopify Theme Setup
The Project
I was tasked with writing and designing a new, conversion-optimized product page template as part of a full-site revamp project for sweater brand Oliver Charles.
User-Demonstrated Needs
• To know these will hold up to regular (even daily) wear
• High demand for versatility: target user loves travel
• Want to understand "why Oliver Charles?" over a $90 wool sweater from Quince
Goals
• Steer product education via benefit-heavy fabric graphics
• Streamline buy box into digestible chunks, allowing for more intuitive info-seeking and page exploration
• Build confidence around quality and durability
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Before
After
The Improvements
Reduced user hesitation with page journey anchored by easy-scan benefits lists: both product-specific ("high-performance") and general brand perks ("lifetime repair guarantee")
Optimized buy box to better guide user info-seeking, reduce cognitive load, and encourage further page engagement/product education
Provided in-depth product education without overwhelm via chunked, hierarchical text design and strategic use of benefits icons
"The design doesn't just compliment the updated text: it enhances the copy to guide user attention and messaging hierarchy."
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