We took a quick look at Prada's online shopping experience
From product discovery to checkout, a few things stood out that may be worth exploring further.
The observations below are based on Baymard's ecommerce UX research and fashion industry benchmarks.
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PLPs - Avoid Subdividing Product Lists
Divided product lists can make shoppers misread the range, miss relevant products, or focus too heavily on whatever appears first. In fashion, that can weaken discovery by hiding the true breadth of styles, categories, or product types available.
We identified an opportunity to make product exploration clearer and more representative, helping shoppers understand the full range faster and find suitable products with less effort.
Filtering - Always Allow Filtering By Price, User Ratings, Color, Size, and Brand
Core filters are the fastest route to relevant products. When shoppers can’t narrow by key criteria like price, colour, size, or brand, browsing becomes harder and suitable products are easier to miss.
We identified an opportunity to make product discovery more efficient, helping shoppers narrow large ranges faster and stay engaged in the buying journey.
PDPs - Provide Supplementary Product Information Like Manuals and Production Ethics
Some shoppers need deeper product context before they feel ready to buy, from materials and sustainability to manufacturing details or brand information. When that information isn’t available on the product page, they have to leave the buying journey to find answers elsewhere.
We identified an opportunity to keep high-intent shoppers engaged by making deeper product information easier to access at the point of decision.
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”
How leading fashion ecommerce teams approach these challenges
High-performing ecommerce teams typically combine multiple sources of insight when improving customer experiences:
- UX research
- Industry benchmarking
- Competitive analysis
- Design pattern libraries
- Team training and enablement
- Expert guidance when needed
The goal is not simply identifying issues, but building confidence in which improvements will have the greatest impact.
Find the UX issues costing your team conversions
The opportunity is bigger than these three findings.
Speak to a Baymard expert to uncover where friction is limiting product discovery, weakening purchase confidence, and slowing shoppers down before checkout. We’ll show how Baymard’s research and benchmarks help your team prioritize the improvements with the greatest commercial impact.
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