The legacy PDP had several UX and technical issues. Artwork was displayed too small and didn’t render at full quality, making it hard for collectors to inspect pieces before purchase. Key details like provenance, artist information, and other industry-standard signals were often hidden below the fold or missing from the right rail, which hurt trust and sales.

Create an immersive, intuitive PDP that allowed collectors to view artwork at full quality while seamlessly accessing details, meeting industry standards, and driving improvements in session time, conversion rate, and GMS.

I led the redesign by first researching competitor PDPs and conducting user interviews with collectors to understand their purchase behavior. Testing wireframes and prototypes revealed a critical insight: collectors needed to view artwork and read details simultaneously without breaking focus.

I designed a fixed artwork viewer paired with a scrolling right rail, allowing users to inspect artwork at full quality while details remained accessible alongside. This eliminated the constant back-and-forth scrolling that plagued the legacy experience. I also updated the design system with new components built specifically for the PDP.

The redesigned PDP improved usability and engagement, meeting all industry-standard features. The improvements contributed to increase in GMS, including a 400% increase in 2024 from the Private Sales program, alongside measurable gains in session time and conversion rate.