Making complex product choices easier to understand and compare.

Content and Product Design · UXR · Information Architecture

The Challenge

Customers comparing products often have to navigate multiple overlapping offers, features, and details for each option. The challenge was to make this information easier to understand and compare without sacrificing the details needed to make an informed decision.

My Role

I led content strategy and UX research for the product card redesign, collaborating with product designers, researchers, analysts, and engineers. My work focused on shaping information hierarchy, developing intuitive language, and translating insights into design decisions.

Research & Design Approach

I led four UXR tests, two focused on desktop designs and two on mobile. I synthesized findings and used them to inform content hierarchy and design decisions across both experiences.

A Key Design Decision

One of my biggest contributions was organizing each plan's details into two distinct categories and developing the labels to help customers understand them.

I brought an initial version of this structure into user testing, then refined the category names through multiple rounds of stakeholder feedback. The third iteration balanced my focus on customer clarity with the needs of the business.

This work shaped both the information hierarchy and the language of the redesigned product cards.

Scaling the Strategy

Once the content strategy was established, I used AI-assisted workflows to apply approved decisions across numerous design mocks, reducing repetitive production work while maintaining consistency.

Project Status

Design work is complete, but the experience has not yet launched.