Project: Nature’s Bounty Amazon Product Detail Page Re-Design
Role: Art Direction and Design
Brief: Re-Design and build creative assets for every aspect of the product detail page (PDP): carousel images, product video, A+ (enhanced) content, product description and bullet points. This required a large content photo shoot and the development of digital brand guidelines.
Challenge: With a library of over 3000 products we needed to find a way to create both consistency across our visuals as well as points of individuality to create more impact for certain product lines. Amazon is not a responsive website. During strategy and content development extra attention has to be paid to choose the layouts within their system that offer the most versatility and prioritize a mobile shopping experience.
Collaborators: Erin Kent, copywriter. Thomas Arato, photographer. The Lab, retouching.
Photography
This project required a massive photoshoot. We were tasked with shooting the top performing 80% of the product line. Having recently updated our brand guidelines we also had to incorporate that direction into all sets, including locations, props, and styling. We had to shoot for multiple locations across the Product Detail Page (PDP). This required shooting from different points of view, singles and groups of products, and various supplement forms and flavor cues. We partnered with a retouching studio to put finishing touches on our image collection and really tie all the different pieces of the puzzle together. A unique challenge our team has faced over the past two years is remote photoshoots. It was a learning curve to art direct without being physically on set, but it has made me more thoughtful with my feedback and taught all of us how to use technology to our advantage. We have had many successful shoots over that time and get better with each one.
Alongside the product photography we were producing, we also needed to source lifestyle photography. Given budget and the number of images we would need, we decided to curate a collection of stock photos to inter-disperse throughout our product page layouts. These images were also retouched so they had a cohesive look and feel.
Iconography
For the A+ content I also created a set of icons for the category pillars. We adapted icons that were found on our packaging to create connection between our consumers experience from shelf to the digital landscape. These icons were carried over to the Amazon brand store, the company website, and other digital marketing materials.
B+ Carousel Images
On a product detail page (PDP), the area above the fold is known as B+ and includes the product title, bullet points, and carousel images. This space presents a critical opportunity to educate shoppers, showcase customer-focused benefits, and amplify key features to compel purchase. The carousel images include the most important information that shoppers need to know at a glance, including packaging shots with supplement and nutritional information, product benefits and features, and a short informational video.
A+ Content (Enhanced Content)
A+ content, or enhanced content, is a way to create a mini landing-page within the PDP. It’s an opportunity to further educate consumers about the product and brand, creating a richer product narrative through detailed descriptions, charts, or lifestyle imagery. For this particular project we created product pillars that would classify individual products into merchandising categories. This enables us to create consistency across the brand and its values, educate the consumer on the product category and cross promote other items in the pillar that might be of interest to them.
Desktop
Mobile