Rejuvenation

Web & Brand Design

Case Study

Figma

View Live Solution

Buy Box 2.0 Redesign

At Rejuvenation, the Buy Box is one of the most critical parts of the product detail page—where customers configure, price, and purchase highly customizable products like lighting. Over time, this area had grown dense with duplicative instructions, inconsistent styles, and unclear information hierarchy.

Project Intro

Business leaders had raised concerns about customer pain points, while the site team also saw opportunities to improve clarity, reduce friction, and bring the page into a more contemporary, sophisticated state.
Working alongside my senior designer, Maria, who led the initiative, I contributed heavily to the Buy Box 2.0 Redesign, from early design work through launch. My role included developing and iterating on interaction patterns, proposing and refining simplifications to complex steps, and assisting in shaping visual clarity.
I helped develop key changes for multiple leadership reviews, prepared prototypes and conducted usability testing, and implemented refinements based on feedback. This work modernized the page while making it easier for customers to configure with confidence and move smoothly toward purchase.

Project Phases & Timelines

The project unfolded across six phases, diagrammed below.
We had only 2 weeks to design and present a wholly redesigned Buy Box. This was a tight timeline, but the entire project was paced quickly.
To manage this, development and usability testing were parallel-pathed to accelerate delivery. This allowed insights from early testing to inform ongoing design refinements in real time.

Project Phases

Business leaders had raised concerns about customer pain points, while the site team also saw opportunities to improve clarity, reduce friction, and bring the page into a more contemporary, sophisticated state.
Working alongside my senior designer, Maria, who led the initiative, I contributed heavily to the Buy Box 2.0 Redesign, from early design work through launch. My role included developing and iterating on interaction patterns, proposing and refining simplifications to complex steps, and assisting in shaping visual clarity with condensed instructions, and a restructured information hierarchy.
I helped push key changes through multiple leadership reviews, prepared prototypes for usability testing, and implemented refinements based on feedback. This work modernized the page while making it easier for customers to configure with confidence and move smoothly toward purchase.
Original Desktop Configured Lighting PIP, Finish Tray Expanded
Original Mobile Configured Lighting PIP, Length Tray Expanded

Hierarchy Analysis & Type Styles

Maria analyzed the PIP's current type styles, and reassigned hierarchies. She then built out new type styles that quickened our rebuild.
Changing headings from dark grey to black while also limiting use of all caps improved legibility.
Reducing unnecessary styles and establishing clearer hierarchy was one of the most visually impactful pieces of the process.
Type Hierarchy Evaluation
Redefined Type Styles

Competitive Analysis

I collected various screenshots from competitors to stay grounded and defend decisions as we considered new solutions.

Design & Iteration

We considered every element of the buy box, writing comments back and forth and working methodically but decisively.
This was a collaborative effort, and a project of hundreds of small decisions that resulted in a staggering cumulative difference.
Past hierarchy, another critical subject of the redesign were the selection point dropdowns.
I repeatedly iterated on each selection point, and with oversight from Maria we reduced length and improved clarity of all.
We reduced the length of the Ceiling Mount dropdown by 60%, satisfying a crucial request from leadership.
We added a scrollbar to the Shade table, cutting several full scrolls to just two and a half rows of items.
Finish Tray, Before
Finish Tray, After
Overall Length, Before
Overall Length, After
Ceiling Mount, Before
Ceiling Mount, After
Shade Tray, Before
Shade Tray, After
We touched every bit of the Buy Box in desktop and mobile: crosslinks, in-stock filters, ODIS, name, price, flag, delivery options, product descriptions, and more.
I cannot share in detail on each of these sections, so I'll leave one final point of exploration. The current PIP experience only signals to users that there are more images to be viewed by the numbering below the image, but this could benefit from more clarity. I did further research and built out some options, as shown below. The final direction is shown also.
Image Controls, Exploration
Image Controls, Before
Image Controls, After

Leadership Reviews & Usability Testing

To our delight, our leaders were pleased with the new compositions and commented on their cleanliness and sophistication.
After three rounds of reviews, the redesign was presented to Rejuvenation's Executive Vice President, who approved with a request for usability testing around educational copy within selection points.
I wrote a usability testing plan and a script which were reviewed by leadership. I then conducted tests with 7 participants to gauge user preferences around educational copy.
Educational Copy
No Educational Copy
Introduction to Usability Testing Plan
Excerpt of Test Script
Users completed tests successfully and felt confident in their shopping experience. Tooltips proved effective—most users who saw minimal copy used them for clarification—while feedback on longer educational text was mixed.
We learned that educational content is important for building confidence, but best delivered through tooltips. The recommendation is to rely on tooltip functionality for guidance in configuration trays, while monitoring returns related to overall length and ceiling mount.

More Screens & Next Steps

By the time usability testing had concluded, we had already annotated and handed off designs, site ops had built tickets, and Regelyn was hard at work in development.
Looking forward, we would soon be delivering a redesign of Buy Box for all other PIP types, such as Guided PIPs for Upholstered Furniture, or Simple PIPs for hardware.
We would also be providing additional Buy Box related deliverables like modals for educational copy (tooltips) and flyout trays for Still Deciding.
Finally, we're considering many opportunities that inevitably came up during our usability testing, such as order of the dropdowns.
Desktop and Mobile, Configured Lighting
Tooltip Modal, Finish
Tooltip Modal, Overall Length

Final Solution

Explore these pages yourself on the live site!

View Live Solution

Let's Work Together

I’m a visual designer from Wisconsin. I have spent the last six years dialing up brands' reach and personality through clever but practical design.

Learn more about me here.

AboutLinkedin
Portfolio 2024