PRODUCT DESCRIPTION PAGE
A journey-optimized shopping experience built on modular design and responsive flexibility, where immersive storytelling, rich media, and styling recommendations work together to inspire outfit
creation and drive conversion.
Overview
The platform team at Ralph Lauren initiated a strategic revamp of the Product Detail Pages to modernize and elevate the digital shopping experience. My contributions centered on enriching product storytelling, enhancing discoverability, and integrating outfitting as a dynamic engagement feature.
Role
UX/UI Designer. Close collaboration with our design team, creative directors, platform engineers and product managers.
Tools:
Figma, Principle, Content Square, Adobe Analytics
Challenge
The legacy PDPs offered limited flexibility for brand storytelling, provided minimal support
for outfit-building and cross-category discovery, and lacked visual alignment with Ralph Lauren’s elevated aesthetic standards. These gaps created a disjointed user experience that didn’t fully capture the immersive lifestyle vision of the brand.
Competitive Analysis
I conducted a competitive analysis of luxury brands such as Gucci, Burberry, and Calvin Klein to understand best practices in high-end e-comm across dimensions such as visual hierarchy, product storytelling, navigation, and outfitting features.
Scoring is based on a 1 – 5 scale, where 5 represents best-in-class and 1 indicates minimal or ineffective implementation
of the features.
Takeaways
Ralph Lauren’s PDPs fall short compared to luxury leaders like Louis Vuitton and Gucci in delivering a more immersive, emotionally rich experience. Competitors excel in storytelling, visual content, and outfit integration areas where
Ralph Lauren can push further.
Design Approach
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Modular design system for scalable components
Reusable modules for product images, details, swatches, and outfit suggestions, creating a consistent, flexible design that scales across pages and screen sizes.
The modular design approach ensured that each element of the product detail page maintains its integrity and aesthetic across all devices. This flexibility allows for a cohesive and engaging user experience, no matter the screen size.
2. Rich media and styling stories integration
We integrated rich media elements such as editorial photography and immersive product imagery, designed to adapt seamlessly across breakpoints from stacked 1:1 visuals on desktop to swipeable carousels on mobile. These assets were paired with styling modules to inspire outfit creation and reinforce the brand’s lifestyle-driven narrative.
All assets was designed using a consistent 4:5 aspect ratio, ensuring visual harmony and flexibility across breakpoints from stacked layouts on desktop to swipeable carousels on mobile.
3. Integrated “Style It With” and outfitting recommendations to inspire multi-item purchases.
The “Style it With” module showcase complementary products directly on the PDP. This approach encourages outfit-building, supports cross-category discovery, and helps drive higher engagement
and multi-item purchases.
The component is intentionally surfaced twice on mobile once above the fold to immediately inspire outfitting, and again further down the page to reinforce styling options as users continue scrolling. This ensures greater visibility and supports cross-selling throughout the shopping journey.
Play Prototype
Key takeaways
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Modularity pays off: Reusable components streamlined development ensuring consistency across breakpoints.
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Persistent CTAs: Keeping “Add to Bag” accessible at all times reduced friction and supported conversions.
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Storytelling matters: Enhanced narrative modules encouraged longer page visits and higher styling engagement.
Opportunities for future iteration
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Experiment with AI-powered, personalized styling recommendations to further boost cross-sell rates.
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Introduce A/B tests on editorial content placement to optimize narrative impact.
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Continue refining performance and accessibility to maintain a best-in-class luxury e-commerce standard.
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