The existing product page tries to cram too much information and does not do a good job of organizing the content. The result is clutter on desktop, and a very disconnected product storyline on mobile.

Redesign of the product page proposes reducing the information load for users by carefully examining what's absolutely needed, what's good to have, and what is not. Also vital is reworking the layout of content, selectors, along with chunking and progressive disclosure to present users with clear and digestible details - especially important for the mobile experience.

The redesign effort also considers deeper customer experience problems and opportunities such as streamlining the selection of options, identifying and surfacing product and category-specific content to help drive conversion, and overcoming purchase decision anxiety. Customers hesitate to purchase due to concerns about availability and delivery time - the redesign proposes possible solutions to help overcome these objections.