North star vision and delivery strategy for Carphone Warehouse Product Detail Page
Creating a more modern, user-centred shopping experience for mobile handsets
The product detail page (PDP) for handsets at Carphone Warehouse needed a fresh direction. While it had supported customers for years, evolving expectations called for a more intuitive, engaging, and conversion-focused experience.
We set out to define a north star vision for the PDP, supported by a realistic delivery strategy that could guide the team through a phased implementation — from MVP (Minimum Viable Product) to MLP (Minimum Lovable Product).
My role
- Defining the overall UX strategy for the new PDP
- Planning and leading the discovery phase, including user testing and benchmarking
- Collaborating with another UX designer to create wireframes and interactive prototypes
- Leading UX prioritisation and shaping 8 key initiatives
- Building a phased delivery plan through MVP and MLP stages
- Ensuring the north star experience was testable, actionable, and aligned with product goals
Discovery phase
We began with a structured discovery phase that combined user research, behavioural analytics, and best practice reviews to understand how the current PDP was performing — and where improvements were needed.
Activities included:
- Baseline unmoderated usability testing (mobile and desktop)
- Click testing and surveys to capture user expectations and reactions
- ContentSquare analysis, a behavioural analytics tool that helped us understand how users were really interacting with the live PDP — including scroll patterns, rage clicks, hesitation, and drop-off points
- A Baymard Institute review, drawing on a leading e-commerce UX research database to benchmark our PDP experience against best practices in the industry
Together, these methods gave us a clear picture of what users found confusing, frustrating, or unclear. I synthesised the findings into 22 problem statements, which were then translated into opportunity areas for design.
From insight to action
To help the team move from insight to delivery, I conducted a UX prioritisation exercise that mapped each opportunity by impact and effort — grouping them into categories like low-effort/high-impact and high-effort/high-impact. Related opportunities were bundled together, forming the basis of 8 UX initiatives, which I then laid out in a roadmap.
UX priority matrix: Mapping opportunities by impact and effort to identify quick wins, high-value initiatives, and guide a phased delivery strategy.
Roadmapping and the north star
Each initiative on the roadmap included a clear structure for design, testing, and iteration. We planned regular progress updates tied to specific deliverables — wireframes, test results, and learnings.
At the end of this process, we had a validated north star vision for the PDP: a complete, user-tested model of what the ideal experience could look like.
Defining a realistic path forward
To avoid overwhelming users with too many changes at once — and to make development more manageable — I then mapped out how we could incrementally deliver the new PDP through:
- An MVP (minimum viable product) version
- An MLP (minimum lovable product) version
This gave the product team a sequence of smaller, prioritised tickets that balanced technical feasibility with user value — creating a clear path from current state to north star.
Affinity mapping: Organising user feedback from our baseline usability test to identify key pain points and themes in the existing registration journey.
Need a plan, not just ideas?
I help teams turn long-term UX goals into clear, practical steps. If you’re aiming for a stronger user experience but aren’t sure where to start, I can help you build a roadmap that gets you there.
What to expect
Reach out by email
Tell me a little about your product or any challenge you’re facing — nothing too detailed.
Book a free 20-minute intro call
We’ll chat through things in more depth so I can better understand your goals and where I can support.
I'll follow up with a suggested approach
After the call, I’ll take some time to reflect and put together a suggested plan based on what we discussed.
You’ll receive a detailed proposal
If you’d like to move forward, I’ll prepare a full proposal with scope, timeline, and pricing.