Before we defined scope and design requirements, we did a round of preliminary research including a round of comp analysis against competitors in the space, as well as leading e-commerce brands to identify common patterns and best practices.

We also conducted a survey asking our existing users to identify existing pain points they experienced while browsing on Pair's product page. We tested among two separate cohorts: the loyal user that has been with Pair for 2+ years, and newly adopted customers who recently had made a purchase.

Since this page refresh was introducing multiple net-new components for our users, we wanted to conduct a round of usability tests to validate the designs we put together. We ran 2 separate unmoderated tests via UserTesting. Each test included 5 participants, with one group being existing Pair users, and the other group being users who have never interacted with Pair's website.

Once the designs were ready and built by engineering, we launched an A/B test to 50% of traffic on site. Because this was a page that experienced high traffic, this acted as a final round to validate the updated designs. (spoiler: the variant vastly outperformed the control)