Results
"This project taught me that well-researched test variants are key to unlocking value on high-traffic pages"
Executive Summary
Over the course of a year, I led the redesign of Charles Tyrwhitt’s Product Detail Page — the site’s main revenue driver.
The work involved two rounds of usability testing followed by two phases of A/B testing. One of the key takeaways from this project was the importance of validating ideas early, especially when working on high-impact pages. Without that, A/B testing can become time-consuming and expensive without delivering real insight.
The final design became the new control, delivering a £9.8K uplift in just two weeks and improving engagement across both desktop and mobile.
The Challenge
The existing PDP had clear UX issues:
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Key information like sizing and delivery was poorly prioritised
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Add to Bag visibility was low on mobile
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The size selection flow was confusing, especially across multiple product types
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Reassurance content and product recommendations lacked visibility and engagement
Discovery
We gathered insight through:
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Usability testing in stores with target customers
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Contentsquare heatmaps and tap analysis
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Session replays to observe behaviour at scale
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Collaboration with analysts to map funnel performance by device and customer segment
These insights shaped the first redesign iteration and helped identify friction points early.
Iterative Approach
The initial layout included a progressive disclosure model for size selection.
After observing usability issues and increased error rates, we designed three A/B test variants to evaluate alternative UX patterns:
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Variant A: Simplified, linear layout (no progressive disclosure)
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Variant B: Full progressive disclosure
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Variant C: Dropdown-based size selector
All designs were tested across mobile and desktop.
