By redesigning the product pages with a focus on user experience, information architecture, and accessibility, Miscibility addressed AquaQuote's core problem of user engagement and conversion. The modernized design aimed to reduce bounce rates, increase customer confidence, and ultimately drive sales.
AquaQuote serves industrial customers seeking water and wastewater treatment products. These users need detailed product information presented clearly to make informed purchasing decisions.
AquaQuote's existing e-commerce product pages suffered from a cluttered design, potentially contributing to a high bounce rate and low conversion rate. The outdated design failed to engage users or effectively present crucial product information.
Miscibility redesigned AquaQuote's product pages in Figma, focusing on:
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AquaQuote, Inc. is a supplier of water and wastewater treatment products, mostly catered to industrial customers. It came with the challenge of lacking a modern and visually engaging design, which was potentially a contributor to having a high bounce rate and low conversion rate.
The company aims to grow and reach new clients while making sure that their current customer base returns as well. As part of this move, they decided to look at the option to modernize their e-commerce site, starting with the redesign of the product detail pages.
At first glance, the product page looks crowded, which is an understandable problem in the industrial sector due to the amount of information that needs to be conveyed to users. This can be solved by organizing the data and putting them under different sections that are clearly marked.
When scrolling down, a long list of similar products is shown, which can be replaced by one row of more modern looking product cards with an "Add to cart" icon to encourage the user to place. This is made scrollable horizontally to show more products within a smaller space.
Trademark logos are retained within the page for credibility, but moved to the bottom to steer the users' attention towards the actionable item instead. To allow the users to focus on the CTA, which is to get a quote, the price, quantity field, and button are all placed within one section. Transactional logos are also added to build the customer's trust when placing a request for quote. To further communicate trust, customer reviews are also placed at the bottom of the page.
As an overall update, the color palette was slightly adjusted to adhere to accessibility compliances. This includes adjusting the color contrast and font sizes for better readability.
