Purple / Case study 03
Product Page Architecture
Fewer decisions at once. Better decisions overall.
The challenge
Purple was asking customers to choose a mattress and evaluate every relevant cross-sell on the same product page. The page carried too much narrative, too many options, and too many decisions for an already complex purchase.
Context
Why this problem mattered.
A mattress is an infrequent, high-consideration purchase. Adding bases, bedding, and promotions may increase order value, but presenting everything at once can obscure the primary decision and make the experience harder to understand.
My role
Where I led.
As the sole designer on this initiative, I helped diagnose the experience, synthesized behavioral and market evidence, proposed the new information architecture, and carried the direction through design exploration, prototyping, usability testing, and an A/B test.
The approach
Turn evidence into direction.
- 01
Find the actual constraint
Conversion data, heat maps, and dozens of Quantum Metric sessions pointed to the same issue: customers were being asked to process too many options before they were ready.
- 02
Look beyond the category
Most mattress competitors repeated the same overloaded pattern, so we expanded the audit to products outside the category and found stronger models for sequencing decisions.
- 03
Separate the moments
I proposed moving add-ons into a post-add-to-cart interstitial. That preserved the commercial opportunity while letting customers focus on the mattress first.
Key decisions
The choices that shaped the work.
Protect the primary choice
The product page would do one job well: help a customer confidently choose a mattress.
Sequence, don’t remove
Cross-sells remained visible, but at a moment when customers had more capacity to evaluate them.
Test customer and business value together
We measured attachment and order value while testing whether people understood the transition and could move back without friction.
Outcome
What changed.
61%increase in bedding upgrades
35%increase in bed-frame attachment
$2.5Mestimated additional annual revenue
The experiment produced a 7% lift in average order value while improving attachment across two important product categories. The strongest result came from changing when customers made each decision—not simply adding more promotion.