DXL Product Page
Detail page redesign for big and tall retailer Destination XL
I was hired by Adlin Inc. to provide UX design expertise for an eCommerce redesign project for Destination XL (DXL). The first thing I was tasked with was their product detail page. This included doing analysis on their existing designs, content and features, reviewing other retailers on the same platform, and proposing detailed wireframes and specifications across all of their product types.
As Is Analysis
As part of a discovery deep-dive, I did As Is analysis on DXL’s existing site and detail page—cataloging all of the different product types, size and color variations, content, features, and surprises in the experience.
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Customer Journeys through Wireframes
I used data from the existing site and product line-up to create detailed, accurate and realistic wireframes, and then put those wireframes together to demonstrate typical customer journeys,—illustrating common interactions and flows that accomplish typical customer goals and tasks.
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Common Use Cases to Edge Cases
The full library of designs demonstrate various use cases and edge cases, and show multiple examples of possible implementation depending on typical customer behavior, technical constraints or business goals.
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Responsive Design Layouts
Although responsive designs were out of scope for this project, all designs were based off a grid that sets the company up for being able to implement responsive designs easily in the future. Several example wireframes detailed out how this might work in various instances.
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Documentation and Specification
This project included documentation detailing definitions, requirements, and use cases for various features—followed by wireframes illustrating how best to implement the use cases and edge cases defined in the deck.
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The Good
Tamara (owner of Adlin Inc.) was amazing to work with. Her deep knowledge of eCommerce and usability was invaluable, and we were able to focus our discussions on what we needed to support within the product and how best to showcase DXLs core strengths as a business and retailer. Additionally, it was fun to deep dive on all the different product offerings and work through a system of selectors that could support everything from simple sizes like 2XLT, to a more tailored set consisting of waist, rise, in-seem, hem, etc.
The Not So Good
The lack of data normalization meant that designs that should have worked for all products of a certain type might break, or would have to be broken and solved in more than one way. This results in unfortunate inconsistencies in the customer experience. Unrelated to this, consulting or contracting sometimes means doing a full set of designs without an engineering team’s input. And while the designs were detailed, extensive and well documented, they may or may not get implemented. It’s always preferable to be a design resource all the through to implementation.