CLIENT:
Grommet
EXPERIENCE:
Lead Design
TOOLS:
Miro, Figma
Grommet PDP2
about
One of my first major projects after joining The Grommet was redesigning the Product Detail Page (PDP). The goal was twofold: visually align the page with our new brand identity and improve the overall shopping experience. This was to launch right before the holiday season, our busiest and most high-stakes time of year. We wanted to modernize the interface in a way that felt more intentional and intuitive, without too much disruption to our longtime customers who were used to the existing layout.
After several rounds of cross-functional feedback and design iteration, we landed on a direction that brought our components together into a more focused and user-friendly PDP.
the challenge
We were working with a few constraints right out of the gate:
Inconsistent imagery: The product photography came from a mix of sources. Some were shot in-house, but most were user submitted, so image quality varied a lot. At the same time users had been asking for larger product visuals. We needed a layout that gave imagery more prominence while still working with what we had.
Mixed messaging: Product copy came from both internal copywriters and third-party sellers, which led to inconsistent tone and messaging across the site. This made it difficult to establish a cohesive brand voice at the page level.
Visual clutter: The original two column layout had too many competing elements. It lacked visual hierarchy, made scanning difficult, and didn’t effectively guide the user through the page content.
Back-end limitations: A few third-party systems connected to our CMS limited how much we could alter the underlying structure. We had to be mindful of what could realistically be implemented without breaking existing functionality.
result
We made a number of strategic changes to bring the new PDP to life, each aimed at improving clarity, usability, and brand consistency:
Breadcrumb navigation was added to help orient users. This was especially important since many visitors land directly on product pages via external links or marketing campaigns.
Product imagery was given more space and a redesigned gallery, helping higher-quality assets shine while still supporting lower-res content. This struck a balance between aspirational and practical.
Quick-glance context came in the form of a short description under the product title, which was particularly useful for products that were innovative or unfamiliar.
Visual option selectors replaced plain drop-downs for attributes like size or color, making the page more interactive and reducing cognitive load.
Slimmer alerts and messaging improved the visual rhythm of the page. Important notices like shipping info still stood out but felt less intrusive.
Sticky product info panels grouped relevant content (overview, details, etc.) into a collapsible sidebar that stayed in place as users browsed the gallery. Keeping key info visible and accessible.
Initially, the plan was to launch the full redesign all at once. But instead we decided to roll out changes gradually through A/B testing, so we could see how different sections were received by our users. Every version of the new design consistently outperformed the old one. Once validated, we pushed the full experience live to all our customers.
In a second phase of the project, I worked with the same team to design and build out additional components further down the page—like upsell sections—to help extend the user journey and encourage deeper browsing across the site.
testimonial
I was scared to go on paternity leave just as Vanessa joined and started PDP, but I came back to the work being masterfully kept up. I was hoping for a 5-10% increase in add-to-cart... didn't expect a 30% boost. In one project, we 4x the year's goal for add-to-cart. Holy $%*!
Mike Puglielli
Art Director
