Jessica
Wonomihardjo

Design Product
Service & Strategy







Work
Archive & Playground
Visual Journal
Product Detail Revamp
Blibli
2023

PRODUCT DESIGN

The Product Detail Page (PDP) in e-commerce plays a vital role in helping customers evaluate and confirm their desired items, serving as a key touchpoint in the purchase decision process.

PROJECT BRIEF
Blibli is an Indonesian e-commerce platforms, offering a diversified range of products from retail goods to digital payment products. 

This case study focuses on showcasing Blibli’s PDP revamp, aimed at enhancing the user experience and information architecture of the page, as well as updating the UI with Blibli’s latest design system.
 KEY ROLE
As the Product Design Lead, my primary role in this project involves designing a comprehensive user experience, which entails conducting usability testing, competitive analysis, designing edge cases, and working closely with project managers and developers to ensure the successful delivery of the project.





Overview of Product Discovery The Product Detail Page (PDP) is one of the most critical touchpoints in the e-commerce journey. Delivering a seamless, informative PDP experience is key to both customer satisfaction and business performance. The quality of this experience often determines whether a sale is completed or abandoned.

At the start of the project, we focused on understanding the user’s intent during this stage, when landing on a PDP. This meant identifying the core jobs to be done:

1. Product Discovery -> To check & validate desired product.

PDP is a place to review, check, and validate product information (the price, the description & specification, etc).

2. Order  & Purchases ->  To help in decision making before buying the product.

Customer accepts a long PDP as long as the information is important and easy to access. Customer will read the information carefully and thoroughly before deciding to buy the product. They want to feel confident before deciding to buy the product.


A well-executed PDP doesn’t just support conversions—it prevents returns, reduces abandoned carts, and strengthens customer trust.

Customers are willing to scroll through a long page, as long as the information is accurate, relevant, and easy to digest. This insight shaped our discovery phase and informed how we approached content hierarchy, usability, and clarity.


Research & Design Process


Understanding Customer Pain Points
General findings based on research and heuristic reviews


Card sorting methodologyTo understand users’ needs, a card sorting method was employed during user interviews to identify the priority and hierarchy of information. Participants were asked to organize information based on its perceived importance. Below here is the result of the research.




Product detail page tree
List of flows and cases that needs to be considered during the exploration stages.


Design Explorations





Proposed Design Solution


In addition to updating the information hierarchy and user interactions, the revamp also introduced a new design system. Given the scale of the project, it required careful planning and a phased rollout. Alongside UI improvements, backend development was also involved to support the changes.


Key Improvements
With the objective goal is to increase the add to bag rate and conversion rate.


Desktop DesignBeyond mobile design, adapting the experience for desktop was another key requirement of the revamp. The design needed to be fully responsive across both platforms.





Impacts & Success MetricsWithin six months of the rollout, the team tracked key metrics to assess the success of the revamp. Through user interviews and data analysis, the results showed:
  • Improved user rating from 4.06 to 4.48, reflecting enhancements in ease of use, design, and information architecture.   
  • Achieved a 3.8% increase in the Add to Cart rate within six months of the rollout.

Email
LinkedIn

London, UK ©2025