Biljana Kovačić Baničević

Product Designer · Stockholm

All stories

03

Designing a PDP that works beyond the happy path

Creating predictable purchase decisions across complex product states.

  • Systems Thinking
  • Experimentation
  • Conversion
  • Trade-offs
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01The problem

The PDP had grown beyond a simple product-and-price experience.

Availability, subscriptions, variants, incentives and authentication could all change what users could do, creating competing actions and an unclear purchase hierarchy.

02How I knew

Mapping product and user states revealed that a single default layout could not support every scenario.

First-click testing also showed where actions such as Cashback and Share & Earn were difficult to discover.

03My role

I owned the UX across PDP states, defining action hierarchy, visibility rules, responsive behaviour and edge cases from exploration through validation and implementation specifications.

04Key constraints

The PDP had to support different availability states, purchase options and user eligibility while keeping the primary purchase decision clear across mobile and desktop.

05Design process

  1. State mapping
  2. action prioritisation
  3. interaction design
  4. first-click testing
  5. iteration
  6. specifications

I designed the rules behind the experience, not just individual screens.

06Key decisions

I defined a clear hierarchy for when actions such as Add to Bag, Reserve, Notify Me, Replace and Subscribe should appear and which should take priority.

Unavailable and discontinued products were treated as different scenarios with different next steps.

07Trade-offs

Showing every available action increased feature visibility but weakened the purchase hierarchy.

I prioritised the most relevant action for each state, accepting lower prominence for secondary commercial features.

08Solution

A scalable PDP framework with reusable rules for action hierarchy, availability, subscriptions, variants, incentives and responsive behaviour.

  • Buttons — rules & logic
  • Reserve · Notify · Replace
  • Subscription · Cashback · Share & Earn
  • Multishade / no shades

09Result

+18%
Add-to-cart rate
−22%
PDP drop-off before purchase

The framework also made it easier to introduce new product states without redesigning the PDP each time.

10What I’d do differently

I’d validate the action hierarchy earlier across the most complex state combinations, rather than testing individual features primarily in isolation.

That would help identify competing actions before they reached detailed design.