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Filtering

Ecommerce · Product discovery

Overview

A clearer, more intuitive way for shoppers to narrow a catalog and find the products that fit their needs on ExpertVoice.

Impact

+0.74% tot. annual GMV**Expected to increase as remaining work ships.

Role

Lead UX designer

Before

What’s wrong with the PLP here?

The original product listing page

1. The quick wins

Remove unnecessary UI

2. Make controls obvious

Implement filter pills

3. Space optimization

A/B test layout variants

4. Attribute filters

Allow users to filter by size, color, etc.

Step 1 — The quick wins

Remove unnecessary UI

Filtering interface before redundant elements are removed

Step 2 — Implement filter pills

Replace filter panel with more space-efficient pills

Default, hover, and selected filter pill states
Product listing before filter pills Product listing after filter pills were introduced

Step 3 — Space optimization

A/B test layout variants

Larger product cards

Product listing using larger product cards
Winner! +2.12% Add to cart

Extra column of products

Product listing with an extra product column

Step 4 — Attribute filters

Allow users to filter by size, color, etc.

Final designs & impact

Try it yourself! Filter these products to your size and colors.

Fold comparison

Fold comparison of the final filtering designs

Impact

+0.78% PDP conversion rate
+4.18% Product card clicks from search
+3.24% Add to cart**on products sold directly through ExpertVoice

This sustained conversion is worth roughly $2–4M in annual GMV.