Overview

The Product Display Page (PDP) refresh was my first project at Signet Jewelers. Initially positioned as a redesign, the initiative was re-strategized into a high-impact refresh focused on improving usability and aligning with evolving UX standards.

PDP Refresh Objectives

• Enhance usability and optimize information hierarchy

• Apply AMOR (DDL) framework and introduce new scalable components

• Implement UX best practices, ensure ADA/WCAG compliance, and align with Signet’s newly defined UX design principles

My Role

As the Design Lead, I owned the project end-to-end. I synthesized research findings, defined design objectives, and presented data-driven recommendations to stakeholders. I was responsible for articulating objective design decisions and influencing cross-functional partners through clear rationale and strategic storytelling.

Results

The high-impact PDP refresh introduced greater clarity and confidence into the experience, making it easier for users to navigate and access essential features.
The addition of Wishlist and MLT functionality further strengthened engagement, contributing to a +26.78% increase in user engagement metrics.

By implementing a scalable design system with SmartEdit capabilities, we also reduced daily task volume by enabling merchandising and development teams to manage content and customization independently, streamlining internal workflows and decreasing operational lift.