Category Page 2.0

Management & QA

The problem: Redesign The Points Guy’s leading revenue-driving page to combat drops in SoV by increasing EEAT signals, elevating TPG’s expert voices, increasing usability and users’ ability to compare cards, and overall improve the user experience and visuals.

The solve: Empowered my new mid-level product design new hire to lead the redesign (with help from myself and the team’s Principal Product Designer and Senior Visual Designer) of our Category Pages. The page included a combination of heavy functional components such as our card tiles, a comparison table, and an “about this card module”, as well as editorial copy for educational purposes and for SEO.

I provided weekly and as-needed feedback and encouraged strong collaboration with our Visual Design team to align on changing brand standards. With guidance, she was able to take the wireframes created by our Director and create an elegant new design which caused a 26% lift to RR and 5% lift to RPS WoW within the first couple of weeks and has continued to be a champion experience that contributes to our business’s 7 figures per month revenue.

As part of this project, I taught her the new QA process (created through a collaborative effort between myself and my engineering director partner — included as part of this deck) that we piloted with this page. Following MVP launch, I assisted with a few minor SEO requests to free her up for other projects. We are continuing to monitor this page and will be making a few additional SEO improvements over the next couple of months, but it is in the process of being rolled out to all main, organic category pages.