Designing a PDP That Converts

Designing a PDP That Converts

YEAR

YEAR

2025

ROLE

ROLE

Lead Product Designer

Context.

Charlotte Tilbury generates £500m+ in annual revenue, with PDPs among the most commercially critical surfaces across the platform. At around 83m views annually, even small improvements to the experience can have meaningful impact at scale.

Charlotte Tilbury generates £500m+ in annual revenue, with PDPs among the most commercially critical surfaces across the platform. At around 83m views annually, even small improvements to the experience can have meaningful impact at scale.

Problem.

Problem.

Years of incremental additions had created friction at the moments where customers needed the most confidence.

1. Add-to-Bag was too easy to lose from view.

2. Complex shade ranges were difficult to navigate confidently.

3. Post-Add-to-Bag feedback lacked clarity and direction.

The challenge was simplifying these high-intent moments without removing the content and commercial functionality the business relied on.

Product Detail Pages had grown increasingly complex over time. As new content, features, and commercial requirements were layered in, PDPs became dense and difficult to scan (particularly on mobile).

This created 3 core issues at the point of decision:

1. Add-to-Bag was too easy to lose from view.

  • Shade choice created unnecessary decision paralysis.

  • Post-Add-to-Bag feedback lacked clarity and direction.

Strategy.

Using behavioural data, customer insight and Baymard best practice, I focused the redesign around three principles:

Using behavioural data, customer insight and Baymard best practice, I focused the redesign around three principles:

1. Keep the primary action visible - reduce the effort required to move towards purchase.

2. Reduce decision friction - make complex product and shade choices easier to understand.

3. Make every interaction earn its place - improve feedback and next steps without adding complexity.

Key Product Decision #1
Keeping Add-to-Bag Visible.

Key Product Decision #1
Keeping Add-to-Bag Visible.

On mobile, long PDPs meant the primary purchase action could quickly disappear as customers explored product information, reviews and shade content.

I introduced a persistent Sticky Add-to-Bag pattern, keeping the primary action accessible throughout the journey without interrupting product discovery.

On mobile, long PDPs meant the primary purchase action could quickly disappear as customers explored product information, reviews and shade content.

I introduced a persistent Sticky Add-to-Bag pattern, keeping the primary action accessible throughout the journey without interrupting product discovery.

+1.72%

Mobile CVR uplift

Key Product Decision #2
Turning 30+ shades into a guided choice.

Key Product Decision #2
Turning 30+ shades into a guided choice.

The existing shade selector presented customers with a long list of options and limited guidance on how shades differed. Selecting a new shade could also trigger a full page reload, making comparison slow and disruptive.

I redesigned the experience around shade family and undertone filters, helping customers narrow the range before choosing. I also introduced clearer shade descriptions and removed unnecessary reloads so customers could compare options while keeping their place in the journey.

The existing shade selector presented customers with a long list of options and limited guidance on how shades differed. Selecting a new shade could also trigger a full page reload, making comparison slow and disruptive.

I redesigned the experience around shade family and undertone filters, helping customers narrow the range before choosing. I also introduced clearer shade descriptions and removed unnecessary reloads so customers could compare options while keeping their place in the journey.

+0.7%

Complexion PDP ATB uplift

150+

PDPs with redesigned shade selection

Key Product Decision #3
Making Add-to-Bag Work Harder.

Key Product Decision #3
Making Add-to-Bag Work Harder.

The previous Add-to-Bag state confirmed an item had been added, but did little to reassure customers or help them decide what to do next.

I redesigned it as a richer confirmation drawer that reinforced success, surfaced delivery information and introduced a contextual “Use it with” cross-sell carousel.

13.6k

Mobile orders in the first four months

£1.6m

Sales in the first four months

The cross-sell component became one of the strongest-performing PDP features over time:

+0.7%

Cross-sell ATB rate

+90k

Cross-sell Add-to-Bags

Impact.

The redesign focused on improving a series of high-intent moments rather than treating PDP as a single visual refresh. Across the wider PDP funnel, efficiency also improved over time:

+0.3%

Top product order conversion

+4%

Orders per ATB session

Despite lower PDP traffic, conversion efficiency improved, with post-Add-to-Bag becoming one of the strongest areas of the funnel.

The biggest opportunity wasn’t adding more functionality, it was making the moments that mattered easier to navigate. Small improvements to visibility, decision-making and feedback became meaningful when applied across one of the highest-volume surfaces in the shopping journey.

Reflection.

Reflection.

The PDP work showed how much impact can come from removing friction at key moments in the shopping journey. By making product choices, reassurance and next steps clearer, the experience became easier to navigate and more effective for customers and the business.

MORE Work

MORE Work

Reducing Checkout Friction at Scale

Making checkout faster, simpler and easier to complete.

Reducing Checkout Friction at Scale

Making checkout faster, simpler and easier to complete.

AI-Native Product Design

Using AI to think, design and build better products.

AI-Native Product Design

Using AI to think, design and build better products.