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Smashing UX Design: Foundations for Designing Online User Experiences by Jesmond Allen, James Chudley

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Chapter 23: Product Page UX Deconstructed

Effective product pages are critical from a user and a business perspective. You will have noticed during your design projects how much attention they receive as they represent such as critical stage within the purchasing user experience.

Product page design is made difficult by the amount of competing requirements that often exist for these pages. When designing them, you will be faced with that classic UX design challenge of meeting user needs while still meeting the commercial objectives of the page.

Use this chapter as a checklist when designing and evaluating product pages and learn from the classic product page design mistakes that we see time and time again in our user research.

Key user tasks and questions

If you fail to give potential customers what they need from a product page, they can very easily click to a competitor site instead.

The specific nature of the product ultimately determines how many of the following user tasks and questions you need to answer, but use this section as a checklist to get you started with your page sketches.

Is this the one they want/need?

Your users might not know whether the product you are showing them is the one they need. Your product page must communicate this to them as quickly as possible before they go elsewhere to buy it.

How much is it? Are users getting a good deal?

Online shoppers are a very price sensitive bunch. Pricing information must be very clearly available on the page and ...

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