FILTER UI
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* true responsive design
* lots of visual feedback of user actions
* accessible further down the page
* more visual weight to the CTA without taking up more of the viewport in closed state
QUICK SHOP INTERACTION
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skips a shopping stage for specific user cases:
* highly sought-after collaborations, to avoid stock out
* basics that the customer is familiar with and is repurchasing
IN-GRID CONTENT
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* to accommodate the content marketing team's goals and surface related content at the relevant stage (while browsing products rather than above the grid in the first viewport)
* to make up for the somewhat uninspiring product images we are provided by the Japanese HQ, introduced the ability to showcase lifestyle images of a product next to its tile within the grid
TITLE AREA AND SUBCATEGORY SELECTOR​
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* improve page load by removing the large hero image from the top of the PLP
* create a modular design to suit business needs all through the year
* uniform look for all pages and across devices
* clearer UX by having the product lineup link to subcategories, not individual products (supported by testing)
* followed SEO advice from our agency to introduce 'read more' dropdown for the hero copy – especially helpful on mobile for saving viewport space
* reprioritise switching between genders, as it's a less common customer behaviour
* through long iteration and testing process customers seem to prefer this design
MOBILE LAYOUT TOGGLE​
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* better visibility of products
* preparation for quick add to bag
* AB tested a single column layout on both PLP and search results in multiple regions and got mixed results, so decided on a toggle over permanently changing the layout – default could be configured as needed
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