Redesign product page as pilot for refreshing the official e-commerce site

Role
Lead UX Designer
Category
UX/UI Design, Website Design
Client
Logitech G
Duration / Year
6 months / 2023

Overview

Logitech G launched G CLOUD, a handheld that lets gamers play anywhere from the cloud, a console, or a PC. This new-to-market product drew about 890,000 page visits, but most visitors left without adding it to their cart. The high bounce rate pushed Logitech G to rethink how its product pages are structured and to revamp its site. Starting with G CLOUD, I partnered with Logitech G's marketing, PM, and dev teams to redesign the product page with scalable assets in mind, clarify the product, and increase the add-to-cart rate by 22%.

My Role: Led end-to-end design of the product page, from restructuring the information architecture to delivering the UI and a scalable component library.
view live site
Details and images have been omitted or regenerated to protect confidential information

Understanding the previous problem

I started by working with the client’s CX team to review 150+ customer feedbacks to understand the previous problem, and found 3 distinct pain points emerged across different user segments:
Raised the most

Wall of texts makes the information feel overwhelmed

Massive text has made the product page impossible for customers to scan core benefits at first glance.
From new comers

Hard to picture how this product fits into life

For customers new to cloud gaming, tech jargons without related use cases can leave users confused about when or where they would actually use the device.
From core gamers

Key performance details didn’t show in the main page

Core gamers value key performance details when buying. Hidden the those in the spec let core gamers feel device appeared underpowered and lost interest to buy.

Audit the previous page

I reviewed the page against Nielsen’s ten usability heuristics to find usability issues, inconsistency, clutter, and friction in the journey from browsing to cart. Technical jargon came without relevant imagery, and a flat visual hierarchy gave everything equal weight, causing cognitive overload.

Our Goal

Create a clear, scenario-led product page that helps customers understand G CLOUD with confidence, built from scalable components that improve the wider e-commerce experience.

Design Process

01 – Reconstruct the content flow in an experience of play
02 – Identified key use cases and drew the storyboards for Logitech G to commission photo shoot
03 – Evaluated wireframe with dev team on constraints when developing templates & motion effects
04 – Ran usability testing & final handover

01

Let each point take focus,
one at a time

Noticed there are several selling point under each key feature theme, you can step through them one-by one with imagery and detail copy.

02

Progressive disclosure
on further details

Moved the details into a second layer and guided with clear navigation so that core gamers can still reach key performance details easily.

03

Keep the next step clear in view

With limit on fixed content, I refined the information hierarchy and proposed a sticky add-to-cart header to enhance purchase flow while scrolling.
Before After
G CLOUD product page before redesign G CLOUD product page after redesign

Takeaway

The real challenge wasn't creating something visually impressive; it was improving the overall experience within a framework designed to scale across Logitech G’s wider product range.

Working within Logitech G's existing e-commerce framework meant every design decision had to extend beyond this single page. This pushed me to think more carefully about reusability and consistency, which may be the most transferable skill I took from this project.

Design review

22%
higher add-to-cart rate on G CLOUD

60+
product pages on new template

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