A Smarter Collection & PDP Design for eCommerce
Solving decision fatigue with smarter variant navigation and seamless product discovery for Moss Amigos.
Context
Moss Amigos offers fun, seasonal accessories for their customizable pet moss balls, but users struggle to discover them due to the lack of a dedicated, organized space on the site.
To solve this, I was brought in to design an engaging, intuitive, and on-brand experience that highlights these limited-time offerings and drives engagement.
My Role
Product Designer, Graphic Designer
Skills
Product Design, UX Research, Prototyping
Team
Sabrina Virtusio – Creative Director
Jared Oliva & Will Starr – Co Owners & Product Management
Bryan Brown – Lead Developer
My Solution
To close this gap, I designed a dedicated featured product page that highlights seasonal Moss Amigos items in a visually engaging, easy-to-navigate format. This solution helps users discover timely accessories tied to holidays and events, encouraging more personalized and festive customizations.
Understanding the User
Using screen recordings and analytics provided by the Moss Amigos team, we identified that the primary user base consists of young adult women who tend to browse casually, similar to how one might explore a shop. Previous session recordings confirmed this behavior, revealing a leisurely, exploratory browsing style.
For supplemental research, I selected three more users to test the current checkout experience for Halloween-themed featured products.
User feedback showed…
“It’s a bit annoying to go back and forth to pick a variant..”
Seasonal Moss Amigo products have dozens of variants, making it hard for users, especially on mobile, to find and view the one they want. Frequent scrolling to match variants with photos creates a frustrating, inefficient experience.
“..Too many [variants] to choose from”
One user felt overwhelmed by the sheer number of variants, one user spending almost 2 minutes selecting a variant. The amount of time spent lead to decision fatigue and the user ultimately abandoning the selection and checkout process.
“Wait, this one isn’t available?”
When a sold-out variant is selected, the only cue is the “Add to Cart” button changing to “Unavailable”, a subtle change users often miss. This leads to confusion and decision fatigue, as some have already reported.
*Note: This feature has been updated in the previous screen recording. User interview was conducted prior to this update
Who We’re Designing For
Erin the Online Shopper
Frequent online buyer, prefers clear product info and streamlined browsing.
Goals & Needs:
- Quickly find key product details (features, pricing, selection).
- Compare options effortlessly without feeling overwhelmed.
Pain Points:
- Overly cluttered product pages with too many choices.
- Hard to digest product details or find relevant comparisons.
Jamie the Casual Gift Shopper
Purchases gifts occasionally; not deeply familiar with online shopping.
Goals & Needs:
- Understand product benefits quickly (e.g., why Spooky Pets work as decor or gifts).
- Make decisions with minimal friction and cognitive effort.
Pain Points:
- Too much text/cluttered selection UI slows decision-making.
- Unfamiliarity with online shopping may lead to misunderstandings when variant photos do not match with selected.
As a designer, I need to recognize my users’ cognitive overload, create a simplified variant selection UI, and measure success through faster decisions and higher conversions.
Breaking Down the Barrier
To address user overwhelm caused by dozens of product variants, I redesigned the featured product page to display variants as categorized cards rather than just having a single product listing. This new layout will help users browse more intuitively, reducing decision fatigue and making it easier to find variants of interest, especially on mobile.
Improving Confidence Through Visual Feedback
I redesigned the PDP to link each product variant title directly with its corresponding photo in the image gallery. This streamlined the browsing experience by eliminating the need to scroll between the variant selection and images, allowing users to confidently select variants with clear visual feedback, especially on mobile.