January 3, 2020
Year
2020
Client
PUMA
Category
DESKTOP & MOBILE WEB
Product Duration
8 WEEKS
Business:
PUMA’s existing product listing pages were overly functional and transactional, lacking the storytelling, inspiration, and visual energy needed to reflect the brand identity. As a result, the pages weren’t effectively engaging users or encouraging exploration, limiting opportunities to drive deeper brand connection and higher conversion.
User:
Shoppers struggled to balance two different needs:
Browse mode – Visitors wanted inspiration and a way to explore PUMA’s wide range of categories and styles but found the existing experience uninspiring and disconnected from the brand’s identity.
Buy mode – Users needed streamlined filtering, clear product organization, and minimal distractions to quickly refine choices and make confident purchase decisions, but the current design didn’t provide this support.
We designed the experience around two key user modes:
Browse mode – Inspiring visitors with a wide range of categories and styles that highlight PUMA’s brand identity.
Buy mode – Supporting shoppers with streamlined filtering, clear product organization, and minimal distractions so they could refine choices quickly and confidently.
As the Product Designer, my role was to reimagine PUMA’s product listing pages to balance two key needs: inspiring users in browse mode while simplifying decisions in buy mode. I focused on weaving brand storytelling into the browsing experience, while also designing streamlined filtering and product organization for quick, confident purchases. In addition, I created a fully working prototype and produced detailed guidelines to ensure a smooth developer handoff through to launch.
Approved by the PUMA PLP design team in 2021 and launched in PUMA Europe for the Fall/Winter season, the redesign delivered strong results:
–10% reduction in PLP bounce rate
+9.5% increase in listing CTR
Lifted up PUMA's women sneaker page in Google SERP by 5 from page 2 results
+10% revenue uplift on PLP pages
