Streamlining The Buy Box

At Rejuvenation, the Buy Box is a high-stakes component where customers configure, price, and purchase customizable products.Over time, this area had grown dense with duplicative instructions and inconsistent styles, creating a fractured information hierarchy.

Working alongside my senior designer, Maria, I contributed heavily to the redesign from early exploration through launch. My role included developing interaction patterns, proposing simplifications to complex configuration steps, and assisting in shaping the visual clarity of the final UI.

Project Phases & Timelines

With only two weeks to design and present a wholly redesigned Buy Box, we parallel-pathed development and usability testing. This accelerated pace allowed insights from early testing to inform ongoing design refinements in real time.

Hierarchy & Type Styles

Maria analyzed the PIP's legacy styles and redefined the hierarchies to quicken our rebuild. By shifting headings from dark grey to black and limiting the use of all-caps, we improved legibility and established a more sophisticated aesthetic.

Type Hierarchy Evaluation: Establishing a cleaner foundation.

To ground our decisions, I conducted a competitive analysis, collecting screenshots from high-end commerce peers to defend our move toward a more modular selection system.

References from Competitive Analysis

Image Control Patterns

The legacy PIP experience signaled additional images only through small numbers. I researched and built out several options to provide more intuitive gallery signaling, leading to a clearer final direction for mobile and desktop image navigation.

Exploration: Enhancing gallery signaling and intuitive controls.

Usability Testing

Following executive approval, I wrote a usability testing plan and script to gauge preferences around educational copy. I conducted tests with seven participants, testing "Educational Copy" vs. "No Educational Copy."

Overall Length Trays With and Without Eductional Subcopy

We learned that users felt confident when educational content was delivered through tooltips rather than on-page text. Our final recommendation: rely on tooltip functionality for guidance to maintain a clean configuration UI.

Next Steps & Implementation

The redesign moved into development with Regelyn, while we prepared to scale the Buy Box logic to other PIP types, including Guided PIPs for Upholstered Furniture and Simple PIPs for hardware. Looking forward, we are exploring flyout trays and optimizing the order of selection points based on testing feedback.

The redesign moved into development with Regelyn, while we prepared to scale the Buy Box logic to other PIP types, including Guided PIPs for Upholstered Furniture and Simple PIPs for hardware. Looking forward, we are exploring flyout trays and optimizing the order of selection points based on testing feedback.

Measured Success

The impact of these Buy Box and configuration improvements is directly reflected in the performance data following the update period. In a pre/post comparison, configured lighting conversion rate increased +13%, and revenue per visit (RPV) climbed 17%, even as traffic increased significantly.

Notably, during this window, "simple" products (non-configurable) saw declines in both conversion and RPV. This divergence suggests that the stronger performance of configured products was not driven solely by traffic mix or seasonal trends, but by the tangible improvements made to the configuration experience itself.

Looking forward, we are preparing to scale this logic to other high-complexity categories, including Upholstered Furniture and Hardware, ensuring a consistent and high-converting experience across the entire Rejuvenation catalog.