case study · e-commerce ux

Pearson Hybrid Product Detail Page

Overview

Pearson had separate websites for educators and students, which meant neither group had access to consistent, up-to-date information. The solution was a unified website that served both groups while tailoring information to their specific needs.

My role

As Lead UX Designer, I owned the Product Detail Page for two years, collaborating with content strategists and business analysts to continually update and improve its usability. The page played a vital role in the adopt/purchase journey and aimed to increase adoption and sales.

Initial wireframes

Collage of early product detail page wireframes

Single page vs. hybrid approach

The original approach was a single search and purchase process for both students and educators, with one Product Detail Page that displayed the product for both groups. It soon became clear that giving students information that wasn’t important to them was interrupting the purchasing experience. At the same time, educators wanted to see more product options right away so they could choose the best package for their course and make recommendations easily.

Visitors need a way to toggle between Educator and Student views.

The Educator view uses a side-by-side approach so instructors can see multiple product options at once. The Student view uses tabs to simplify the information and make purchasing easier.

Many format options

Pearson’s products are available in multiple formats and packages. It was important to account for the many possibilities by making the way products are displayed versatile and expandable.

Educators view product options in a modal window. Once they’ve selected their preferred option, they can click “Copy student link” to paste into their syllabus, eliminating confusion for students at purchase.

Students navigate between formats using tabs.

Keeping tabs on product data

Details about each title live in tabs, tailored to who is viewing.

**Educator and Student tabs.** Educators have access to Request a Copy, Download a Sample and Instructor Resources. Students see a simpler set of tabs.

**Instructor Resource Center.** Educators need access to resources such as instructor guides, presentation files and test items. To prevent misuse, this area is available only to instructors who have completed Instructor Verification.

Additional features

Supporting modules help each audience go deeper on a title.

**Digital features.** When a student selects a format tab, the digital features for that option are shown.

**Related offerings.** When a student selects a format tab, related offerings for that option are shown.

**Technology products.** Marketing teams can promote technology products relevant to each title.

Results

Measurable improvements to both the educator and student experiences contributed to ~$55M in revenue and 1M+ orders just two years after launch.