01 — Context

Street gear with a clear point of view.

The client sells motorcycle gear to riders who refuse to choose between looking good on the street and staying protected on the bike. The brand's positioning is sharply defined: the "Street-First" Aesthetic — gear that passes as premium urban streetwear until the moment it needs to absorb an impact.

The store already had working traffic, strong brand identity, and a ~$300–320 USD average order value. The brief wasn't about attracting new visitors — it was about converting the ones already arriving with intent.

"The positioning is already working. We need to stop the PDP from getting in its own way."

02 — Research

Listening to buyers and browsers.

Research drew from three sources: a five-question post-purchase survey (n=305 over 30 days), Microsoft Clarity session recordings focused on desktop behaviour, and a heuristic audit of the live PDP.

Q1 — Why did you buy?

7% Brand Identity  ·  6% Value for Money  ·  ···

The aesthetic is the product. Two thirds of buyers purchased because of how the gear looks — yet the PDP's visual experience was underselling it.

Q2 — What almost stopped you?

10% Material/Safety Uncertainty  ·  7% Brand Credibility  ·  ···

Fitment anxiety alone affected 4 in 10 buyers who converted. The rate among those who abandoned is almost certainly higher.

Q3 — What would help you decide faster?

Session recordings — Microsoft Clarity

Desktop sessions revealed a consistent pattern: images spaced across a long single-column scroll caused users to repeatedly scroll past content and backtrack searching for size charts and spec callouts. Multiple sessions showed abandonment mid-scroll. The scroll journey was eroding confidence rather than building it.

03 — Findings

Problems costing conversions.

04 — Solutions

Redesigning sections in the PDP.

Solution 01

Right-column scroll. Let images take the stage.

Problem

Images scattered down the page forces users to scroll to see all images, which will scroll away the buy box.

DESIGN SOLUTION

The PDP moves to a two-column layout where product information scrolls on the right and the image gallery sticks on the left. The buy box — price, size selector, add-to-cart — stays visible at all times while the customer browses images.

ALTERNATIVE FULL-PAGE SCROLL

We decided to discard our backup plan of full-page scroll because A. content on both sides creates competing visual attention; B. the buy box exits viewport too early. Right-side scroll gives each image the full left half of the viewport as a dedicated stage — maximizing the visual impact of an aesthetic-first product.

Solution 02

Add "See It in Action" to embed real-world content.

Problem

22% of buyers wanted real-world footage; 39% wanted verified fit content from real customers. These sections either doesn't exist, or exists early enough on the current PDP.

DESIGN SOLUTION

A dedicated "See It in Action" module added right after the buy box/image section.

Outcome

Closes the gap between the brand's social presence (which performs well) and a PDP that was sterile by comparison.

Solution 03

Visualize specs to make them scannable.

Problem

Technical specs are a purchase driver (15%) and a hesitation (10%). Dense paragraph text hides the value proposition.

DESIGN SOLUTION

Replaced text-heavy accordion with a scannable spec display: used illustration and diagram specifically made for this product, and reduced length of text. These trust signals anchors the value proposition.

Solution 04

A better sizing experience — reduce fitment anxiety.

Problem

40% of buyers cited fitment anxiety as their biggest hesitation.

Design Solution

Suggested changes while considering their impact and effort:
Restructured the sizing table, added body measurement guidance, and surfaced trust signals like free exchanges, fit indicators, and body-specific measurement tips, etc.

05 — Summary

Data leads. Testing confirms.

The brand already has what it needs to convert: a distinct aesthetic identity, strong community, and competitive pricing. Every design decision here was driven by post-purchase survey data. The Street-First Aesthetic drives 66% of sales, so the gallery needed to be a stage for it. Fitment anxiety almost blocked 40% of buyers, so sizing had to become a trust-building moment. Specs cost conversions, so they needed to be scannable and visible.

None of big changes should launch without being measured or A/B tested.