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Revamped Chemistry’s PLP into a mobile-first, lifestyle-driven experience
Revamped Chemistry’s PLP into a mobile-first, lifestyle-driven experience
TEAM
Product Manager, Engineers, Category Managers, and Buying
CLIENT
Chemistry, Myntra
CLIENT : Chemistry, Myntra
TOOLS
Figma, FigJam Usertesting.com, Google Analytics, Mixpanel
TIMELINE
6 Months,
Sep - Mar 2023
TIMELINE : 6 Months, Sep - Mar 2023
TEAM : PM, Merchandiser, UX Researcher, Tech
Overview
Chemistry is a fast-growing fashion brand on Myntra, India’s leading fashion marketplace with 50M+ active users. Despite strong traffic and brand awareness, users were dropping off during browsing.
This project focused on rethinking how key purchase drivers were surfaced across the shopping journey. The goal was to reduce browsing fatigue, guide users more confidently from discovery to checkout.
My Role
UX Designer: I led the UX design for the Chemistry PLP redesign, defining the experience goals and success criteria in alignment with both user needs and business priorities.
This project is under NDA, so I’m unable to share the full process.
Overview
Chemistry is a fast-growing fashion brand on Myntra, India’s leading fashion marketplace with 50M+ active users. Despite strong traffic and brand awareness, users were dropping off during browsing.
This project focused on rethinking how key purchase drivers were surfaced across the shopping journey. The goal was to reduce browsing fatigue, guide users more confidently from discovery to checkout.
My Role
UX Designer: I led the UX design for the Chemistry PLP redesign, defining the experience goals and success criteria in alignment with both user needs and business priorities.
This project is under NDA, so I’m unable to share the full process.
Impact
↑ 30%
Increase in engagement and retention metrics
↑ 12%
Lift in add-to-bag conversions
↑ $640K
Increase in annual GMV
Impact
↑ 30%
Increase in engagement and retention metrics
↑ 12%
Lift in add-to-bag conversions
↑ $640K
Increase in annual GMV
The Problem
With millions of SKUs and a mobile-first audience, the existing PLP experience of Chemistry created cognitive overload. Users scrolled extensively, relied heavily on search, and dropped off before reaching product detail pages leading to less sale conversion.
The Problem
With millions of SKUs and a mobile-first audience, the existing PLP experience of Chemistry created cognitive overload. Users scrolled extensively, relied heavily on search, and dropped off before reaching product detail pages leading to less sale conversion.
Research Insights
Research Insights
Users lacked early signals to confidently evaluate whether a product was right for them.
Ratings, delivery timelines, and return policies appeared primarily on PDPs, after users had already invested time leading to loss of interest.
Clear pricing transparency increased confidence; hidden discounts increased hesitation.
Users browse visually, then decide analytically.
These insights revealed a clear opportunity:
HMW transform the PLP from a dense catalog view into a guided, confidence-building discovery experience that balanced inspiration, clarity, and trust.
These insights revealed a clear opportunity:
HMW transform the PLP from a dense catalog view into a guided, confidence-building discovery experience that balanced inspiration, clarity, and trust.
The Solution
A guided discovery experience that helps users evaluate products faster and with more confidence. By shifting from a dense, catalog-style layout to a lifestyle-led, mobile-first design, the PLP surfaced key decision signals like style, trust, and value earlier in the journey.
This reduced cognitive load during browsing and helped users move more smoothly from exploration to shortlisting and purchase.
9:41
9:41
The Solution
A guided discovery experience that helps users evaluate products faster and with more confidence. By shifting from a dense, catalog-style layout to a lifestyle-led, mobile-first design, the PLP surfaced key decision signals like style, trust, and value earlier in the journey.
This reduced cognitive load during browsing and helped users move more smoothly from exploration to shortlisting and purchase.
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9:41
9:41
Inspiration Embedded into Browsing
Studio styling content and real-user imagery were integrated within the PLP to show products in context.
Why? Blending inspiration with discovery helps users imagine real-world use, shortening the path from interest to intent.
Lifestyle-First Visual Hierarchy
Designed to prioritize large, high-quality imagery and cleaner layouts, allowing users to quickly assess style, fit, and versatility.
Why? Visual evaluation happens before analytical comparison in fashion browsing.
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Guided Browsing
Lightweight category chips (e.g., Jackets, New Arrivals, Top Rated) were introduced at the top of the PLP to support exploratory browsing.
Why? Instead of forcing users into filter-heavy workflows, guided cues aligned better with natural mobile behavior browse first, refine later.
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Early Trust & Reassurance Signals
Ratings, verified reviews, delivery dates, and return information were surfaced directly on product cards.
Why? Trust signals shown earlier prevent late-stage hesitation and reduce unnecessary transitions into PDPs for reassurance alone.
Reflection
Reflection
I learned that Product Listing Pages play a much more strategic role than simple discovery.
This project reinforced that users rarely need more options — they need help deciding.
Alignment Is a UX skill, not a process step
Owning a brand PLP as a digital designer was deeply fulfilling.
Designing through ambiguity
Sharing same language and terminology across teams
Importance of cross-team intent alignment and balancing progress over perfection
Designing beyond traditional UX and building for spatial computing
Thanks for reading!
Take a look at my other projects :)
Thanks for reading!
Take a look at my other projects :)
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Lifestyle-First Visual Hierarchy
Designed to prioritize large, high-quality imagery and cleaner layouts, allowing users to quickly assess style, fit, and versatility.
Why? Visual evaluation happens before analytical comparison in fashion browsing.
9:41
Guided Browsing
Lightweight category chips (e.g., Jackets, New Arrivals, Top Rated) were introduced at the top of the PLP to support exploratory browsing.
Why? Instead of forcing users into filter-heavy workflows, guided cues aligned better with natural mobile behavior browse first, refine later.