Hossein Tabandehpour

Work

About me

My CV

Hossein Tabandehpour

About me

My CV

Test Result Platform

Health App

Custom B2B Apps 🔒

E-commerce Website

Medication Tracker App

WORKS

E-COMMERCE

Product page optimization

COMPANY

Cerascreen

Cerascreen

Cerascreen

ROLE

Product designer

Product designer

Product designer

YEAR

2023 - 2024

2023 - 2024

2023 - 2024

Project Description

As part of an ongoing website optimization initiative, we focused on enhancing the product detail pages (PDPs) of a health & wellness e‑commerce platform. Our primary goal was to understand and address the low add‑to‑cart rates, which emerged as a key metric for success. Through a series of user research methods, including surveys, user testing, and extensive A/B testing, we identified and tackled the pain points preventing users from converting.

Impact

Impact

0%
0%

Add-to-cart actions

Add-to-cart actions

0%

User engagement

User engagement

0%

Increase in revenue

Increase in revenue

Challenges

Users hesitated to engage, often because they didn’t trust the product or didn’t understand the process.

  • Visual clutter, dense text, and unclear information hierarchy created friction.

  • The original page lacked strong trust signals (lab certification, clear process, support).

  • The variant selection and subscription options were confusing or hidden.

Research & Analysis

We applied both qualitative and quantitative methods to uncover user needs and test improvements:

  • Competitor benchmarking → Studied leading e-commerce and health-product sites to extract layout, trust-signal, and information strategies.

  • Surveys & interviews → Asked real users about fears, expectations, and what prevents them from converting, especially around clarity and confidence.

  • Usability testing → Observed users interacting with existing pages to uncover where they got stuck or second-guessed.

  • A/B testing → Validated design hypotheses via live tests, focusing on CTA visibility, information clarity, trust elements, and layout tweaks.

Testosterone A/B test results shown as an example of iterative A/B testing for product design optimization.

Research & Analysis

We applied both qualitative and quantitative methods to uncover user needs and test improvements:

  • Competitor benchmarking → Studied leading e-commerce and health-product sites to extract layout, trust-signal, and information strategies.

  • Surveys & interviews → Asked real users about fears, expectations, and what prevents them from converting, especially around clarity and confidence.

  • Usability testing → Observed users interacting with existing pages to uncover where they got stuck or second-guessed.

  • A/B testing → Validated design hypotheses via live tests, focusing on CTA visibility, information clarity, trust elements, and layout tweaks.

Testosterone A/B test results shown as an example of iterative A/B testing for product design optimization.

Key Findings

  • Users often felt uncertain: “Will I understand what I’ll get?” or “What if this is a medical report I can’t interpret?”

  • The process felt “black box” people feared they’d just receive numbers without guidance.

  • Trust was weak: insufficient lab certifications, vague delivery or analysis information.

  • The wealth of features (subscription, variants) was under-communicated: users didn’t see the benefits or how it worked.

Design Solutions

Key Findings

We rewrote, restructured, and redesigned with the user in mind:

  • Hero & visual hierarchy upgrades: cleaner visuals, added product images + video, and trust cues up front.

  • Symptom section: linked common symptoms to the product, helping users see relevance.

  • Process clarity: introduced a 3-step visual flow so users see how the test works — reducing mystery.

  • Overlay annotations & explanatory copy: small glassy callouts explaining the value of each section.

  • Trust elements: lab certifications, customer volume, clear analysis + delivery details.

  • Variant & subscription clarity: made options explicit, explained benefits, so users know “why pick this version.”

  • “Beyond numbers” section: emphasized that users don’t just get raw values, but actionable guidance and clarity.

  • Users often felt uncertain: “Will I understand what I’ll get?” or “What if this is a medical report I can’t interpret?”

  • The process felt “black box” people feared they’d just receive numbers without guidance.

  • Trust was weak: insufficient lab certifications, vague delivery or analysis information.

  • The wealth of features (subscription, variants) was under-communicated: users didn’t see the benefits or how it worked.

Design Solutions

We rewrote, restructured, and redesigned with the user in mind:

  • Hero & visual hierarchy upgrades: cleaner visuals, added product images + video, and trust cues up front.

  • Symptom section: linked common symptoms to the product, helping users see relevance.

  • Process clarity: introduced a 3-step visual flow so users see how the test works — reducing mystery.

  • Overlay annotations & explanatory copy: small glassy callouts explaining the value of each section.

  • Trust elements: lab certifications, customer volume, clear analysis + delivery details.

  • Variant & subscription clarity: made options explicit, explained benefits, so users know “why pick this version.”

  • “Beyond numbers” section: emphasized that users don’t just get raw values, but actionable guidance and clarity.

Design Solutions

We rewrote, restructured, and redesigned with the user in mind:

  • Hero & visual hierarchy upgrades: cleaner visuals, added product images + video, and trust cues up front.

  • Symptom section: linked common symptoms to the product, helping users see relevance.

  • Process clarity: introduced a 3-step visual flow so users see how the test works — reducing mystery.

  • Overlay annotations & explanatory copy: small glassy callouts explaining the value of each section.

  • Trust elements: lab certifications, customer volume, clear analysis + delivery details.

  • Variant & subscription clarity: made options explicit, explained benefits, so users know “why pick this version.”

  • “Beyond numbers” section: emphasized that users don’t just get raw values, but actionable guidance and clarity.

Results & Reflection

  • The improved pages delivered +43 % more add-to-cart actions, +32 % engagement, and +24 % revenue uplift(within tested page variants).

  • Users spent less time hesitating and more time interacting, the changes reduced friction.

  • The trust signals and explanatory overlays helped reduce doubts, making users more confident to proceed.

  • We learned that clarity + transparency is as important as the core product itself, how the offering is presented heavily influences behavior.