Segmented Product Offering: Improved UX for Shelf-Life-Based Products

Year.

2023

Role.

Product Designer

Tasks.

Research & Analysis
Design
Usability prototyping
UAT for go-live

The Problem

Our current system prevents us from selling both short and long shelf-life versions of the same product on the website, creating challenges for both users and the business.

For users, this means they cannot choose between discounted short shelf-life products and full-price longer shelf-life options. This limitation removes the choice from customers who might prefer the cost savings or the fresher option.

For the business, this results in unnecessary waste and financial loss, as short shelf-life products such as kegs nearing their sell-by date are often discarded rather than sold at a reduced rate.

How might we offer users clear and easy access to both short and long shelf-life product options so they can make informed purchasing decisions?
How might we improve product visibility and labeling to help users distinguish between discounted short shelf-life products and full-price longer shelf-life options?
How might we optimise the sale of short shelf-life products to reduce waste and maximize revenue for the business?

The Changes

By adopting a "segmented" approach, we believed we could enhance customer satisfaction by offering short and long shelf-life products simultaneously while reducing waste and improving profitability.

Below is a summary of the key changes that were made to introduce this new feature.

Product Cards on Listing and Search Pages

Added "from" pricing on product cards
Indicated there were multiple product options to choose from
Changed the main call to action copy so users could understand they would be directed away from the current listing page

Product Detail Pages (PDP)

Added a use by date to indicate short shelf life
Added a notification to indicate there was an option to choose from
Added an item stock selector (regular or promoted price)

Business impact

The feature went live in the UK market in February 2023. As at 14 March 2023, the following results could be seen: