INOV8 Product Detail Page - Cannon & Canoe

Towards the end of 2025 as part of the site overhaul, we started to map out the new look product detail page (PDP) and what key improvements we could make to aid in improving the user experience, showcase the products in their best light and introduce new features for a better overall shopping experience.

The Issues

With the majority of footwear products carrying unisex colourways we wanted to address the issue of getting to mens/womens colours without the need to navigate back through the main navigation, keeping the user on the product they were browsing, but switching to an alternative gender.
I'd identified the size curve selection grid as a particular issue on mobile devices, it was finicky and difficult to use especially with broad sizes curves.
With sizing issues becoming more prevalent in certain products and the returns rate sitting around 28% we were tasked with finding a way to let the user know that they may need to size up or down half a size on their usual footwear size.
We wanted to display the products in the best and most impactful way we could rather than just the standard product imagery angles - showcasing the tread and grip of the footwear.
A better execution of reviews and FAQs to aid users in their experience
An add sell section to promote clothing and accessories in running and hiking products.
The ability to compare new models or upgrades with V1 or legacy products.

The Solution

As the majority of footwear products had unisex colours across a male and female size curve we wanted an easy way to be able to move between Mens and Womens PDPs, we introduced a Mens/Womens tabbing system around the buy area giving ease of movement between both genders, a user who's shoe size falls within the Mens and Womens size curve may want to see the opposite gender colours, and we'd learnt on many occasions Men would like the Womens colour-ways and vice versa

A quick win that worked on both mobile and desktop was to introduce a dropdown for the size selection as oppose the size grid. This not only worked across all devices but it also saved valuable vertical real estate, it was also a lot easier to select size and widths on mobile which is where 70% of customers use the site.

To try and address the returns rate and bring that down to under 20% we introduced a size bar to accompany the size note that was already in place. I felt this was a more visual execution as the note could sometimes get lost amongst all the other labels around the buy area. The bar would indicate whether the sizing small, normal or large with a label that also advised whether to size up/down or run with your usual size.

Working with the creative director and photographer we wanted to showcase the products in a more creative eye catching manner, not solely just with the usual product imagery. We had tried video, but decided some floating shoe imagery at the top visible as soon as you hit the page, carried instant impact. We also brought in a new features section to visually display the products main technical features with the use of photography that sat alongside the technical copy.

We kept the same FAQs and reviews section - but tightened the design up on the whole section and brought in a toggle style button to flick between the two sections - again saving valuable vertical real estate - especially on mobile.

A major challenge was to push add sells through clothing and accessories for running and hiking footwear products - we aimed to achieve this with a 'Shop The Look' section that was spearheaded with atmospheric inspiring lifestyle photography of an athlete or model wearing clothing and accessories and those products pulled out allowing the user to navigate to those products.

A new comparison section for certain models allowing users to compare v1 and v2 products with legacy OOL products with a matrix style table.