SoftwareReviews – Product Page Redesign

Brand

SoftwareReviews

Year

2022

Role

Product Designer

Timeline

6 months

Methods

Wireframe, High-Fidelity Visual, prototype

Tools

Figma, Photoshop, Illustrator

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Project Overview

The product pages were not effectively supporting user decision-making or driving downstream engagement across software listings. Users lacked sufficient trust signals and structured, data-driven content to confidently evaluate products, leading to early drop-off and reduced exploration across the platform.

This project focused on redesigning the product page system into a scalable, templated experience that could support all software offerings while improving decision confidence, content clarity, and long-term engagement.

My Role

collaborating closely with engineering (frontend and backend), as well as cross-functional stakeholders.
Defining UX direction through research synthesis and design exploration.
Creating iterative wireframes, prototypes, and high-fidelity designs
Aligning design decisions with engineering feasibility and stakeholder goals.
Driving end-to-end delivery from concept to QA and launch

Challenge

Due to the disconnect on the product page, the vendors are struggled to engage and sharing product performance with users.

Design Process

To identify UX insights from the existing product pages, we analyzed heatmaps and conducted competitor research to highlight key strengths and gaps during the research phase. Building on stakeholder-provided wireframes and the UX findings from the initial phase, the team created updated wireframes that aligned with both requirements and feature goals.

Once the wireframes were approved by stakeholders, we developed high-fidelity designs across all scenarios, applying SR brand guidelines. The final designs were then handed off to development and went through QA to ensure proper functionality and implementation quality before launch.

Research & Alignment

In this phase, we used competitor research (including Capterra, G2, Software Advice, Trust Radius and Gartner) and heatmap to identify the pro and cons of the product page on competitor' sites and our site. The UX findings are gathered as below:

Pain points in SoftwareReviews:
➖ Lack of data visualization in the content, therefore, the users easily jump out the page.
🔸 Majority of user would consider the images are clickable.
➖ The information on the side bar are distracting the reading flow.

What did we learn from our competitors:
➕ Data based content : a variety of data based content to scroll and read to keep users in higher interest.
➕ Informational visual: A clean and organized look of the page would help user to read accordingly without visual distraction.
➕ Similar product recommendations: This section bring some attention and interest to browse different page on the site that also keep the users stay on the site longer.

Goals of this redesign:
✔️ Optimize for SEO with keywords and content.
✔️ Incentivize vendors to link their product page.
✔️ Maximize value and utility of page for end-users.

Wireframing

To align all pages with stakeholders, we started by understand all scenarios may show on this page, then translated the content into mid-fidelity wireframes and built a prototype to provide a quick, end-to-end view of the experience. Based on the requirement, we would like to adjust features and content to this page:
➕ Simplify the information in the header
➕ Showing all awards
➕ Add data visualization in the content
➕ Add product reviews

Design Solution

We redesigned the product page experience through iterative wireframing and prototyping, ensuring alignment across stakeholders before visual execution.

Key structural changes included:

Simplified header to improve first-glance clarity
Introduction of structured awards and recognition signals
Integration of data visualizations to support product evaluation
Addition of product reviews as trust reinforcement
Reorganization of content hierarchy to reduce cognitive load
Removal or repositioning of distracting sidebar elements

We also designed for scalability, ensuring the template could support all software products across the platform without breaking consistency.

Key Learning

✔️ Effective product design requires prioritizing decision-making support over visual enhancement.

✔️ Clear alignment on business goals early in the process reduces design ambiguity.

✔️ Mapping user scenarios upfront significantly reduces downstream engineering friction.

✔️ Strong collaboration across design, engineering, and stakeholders is essential for scalable systems.

✔️ The most impactful design decisions come from understanding where users lose confidence, not just where they stop scrolling.