Neiman Marcus Product Detail Page Reimagine

The Neiman Marcus product detail page (PDP) is uninspired and sub-optimal. During this pivotal moment of evaluation in the shopping journey, we wanted to inspire and engage, while still being able to flex to support the varied needs of our product catalog and different ways we sell.

Design Tenets

The team adopted Visual, Scannable, and Flexible as our guiding design principles, which helped us stay true to our intended UX vision.

• Visual: We sell things that you want (not need) and we trade on emotion.

• Scannable: Knowing that this page will serve multiple purposes, it needs to be quickly parsed.

• Flexible: Designed and built modularly to support different use cases, while preserving a core design.

Framework

We identified three different "zones" of consideration and located each in a pyramid hierarchy, from narrow and specific to broader and more general.

• Evaluation (of the primary product)

• Discovery (of replacement products)

• Inspiration (for complimentary products, product categories, and editorial content)

Inputs

The team incorporated several sources of input in order to inform the design, including:

• Data: Feature usage, error rates

• E-commerce research (e.g., Baymard studies)

• Trend research