Solution: Decrease scrolls needed to reach You Might Also Like
Shortened the page length above You Might Also Like through showing only the summary of product details and enclosing the full information in a bottom sheet, improving the readability of product details information.
Cathay Shop is a key pillar of Cathay's commercial success, serving as the third-largest lifestyle revenue contributor for the top-tier global airline. I led the design enhancement for the Product Details Page (PDP), the shop's most-visited page. This project directly tackled a critical 72% customer drop-off rate, redesigning the user experience to solve this severe retention issue and drive business goals.
From Drop-off to Retention
Data-Driven Redesign and Experiments of Product Page
2025 Illumi Award Winner
Synergy Excellence Award
CATHAY PACIFIC AIRWAYS
PRODUCT DESIGNER
UX + DATA + AB TEST
2025
Add-to-cart rate
+3.3%
Drop off rate
-2%
Click-through rate
+47%
Product wide
Department wide
First designer-led initiative with new internal data analysis tool.
Inspired wider team adoption of data-driven design.
Strengthened partnerships with Product Managers.
Elevated design's role to strategic decision-making.
Company wide
UserTesting’s 2025 Illumi Award winner
Represented Cathay to join the Quantum Metric’s annual conference Quantum Leap 2025
Problem: 55.7% Drop-off Rate
High drop-off at Product Details Page directly suppresses add-to-cart rate and conversion rate, the two most critical metrics in our business objective.
Solving this became the key opportunity to achieve our growth targets.
Users leave for many reasons, but what is the
critical fix that could make them stay?
Experiment: Targeting product recommendation component You might also like,
which can retain users within our site, and has high conversion rate of 13%
...But it has low engagement
Data says “move product recs to the top”—but if user experience
suffers from ads overload… is there a better way?
Experiment to position it higher than key information...
AB test shows positive results
Design Iteration
Here’s what that looks altogether:
I implemented progressive disclosure on the Product Detail Page, presenting concise product details upfront with comprehensive specifications accessible via a non-disruptive bottom sheet. This effectively fast-tracked decision-making while preserving the user's primary flow.
Concurrently, to enhance discovery, I integrated horizontally-scrolling carousels for diverse and non-intrusive product recommendations, strategically placed for optimal visibility.
Design solution overview
Strategic Scalability: Transforming out-of-Stock into discovery opportunities
The "You Might Also Like" module was designed for scalability, specifically extending its functionality to out-of-stock product pages. This allows us to leverage the popularity for unavailable items by proactively presenting relevant alternatives. By converting potential frustration into continued product exploration, this scalable solution mitigates bounce rates and significantly enhances user retention across the website.
