Product Discovery
Denksport.com
ROLE
Product Design
UX/UI Design
E-commerce UX
UX Research
GOAL
Improve the e-commerce experience across Keesing Media Group’s local brands, including Denksport, by making products easier to discover, compare and purchase.
CHALLENGE
Unify duplicated experiences and simplify navigation without losing functionality, helping users find the right product with less friction.
Understanding the user
Research & objectives
We started by reviewing the existing experience across one of Keesing’s local e-commerce brands, Denksport. Although the different local portals shared a similar functional structure, each one had its own visual identity.
During our review, we identified an important usability issue: products were duplicated across two separate categories—single copies and subscriptions—even though the same magazines were available in both formats.
This created unnecessary complexity and made it harder for users to understand their options.
The following screens show the final high-fidelity designs, although the process started with low-fidelity wireframes to explore and iterate on the structure.
Unifying the experience
Improving the UX
One of the most pressing issues was the separation between single copies and subscriptions. Since the same magazines were available in both formats, maintaining separate sections resulted in duplicated products and a fragmented experience.
We designed a unified product landing page where users could explore all available products in one place.
However, the existing page also had a large promotional banner that occupied most of the above-the-fold space, leaving very little room for actual products.
To improve product visibility, we introduced content-led banners within the product grid and moved the main promotional banner further down the page.
This allowed users to start browsing products immediately while still giving promotional content a place within the experience.
On the product detail page, we brought all purchasing options together, allowing users to choose between a subscription and a single copy without having to navigate between different sections.
We also introduced a sticky reminder at the top of the page that appears once the product price or purchasing options are no longer visible.
From there, users can add the selected product directly to their basket or adjust their chosen options.
We also introduced contextual messages based on the user’s current purchase journey.
Subscribers could be reminded of when their next issue would arrive while being offered the option to purchase an individual copy.
Conversely, users purchasing a single copy could discover a free trial of Keesing’s online puzzles.
On mobile, we wanted these messages to feel less intrusive. Instead of displaying them as a traditional banner, we designed a bottom sheet that could slide into view, reducing visual friction and keeping the user focused on their purchase.
Product Landing Page
More usable filters.
Another key issue was the lack of products above the fold. The large promotional banner, combined with a permanently visible sidebar filter, reduced the amount of product content users could see at first glance.
To improve product visibility, we moved the primary filters above the product grid.
Using interaction data collected through Hotjar, we prioritised the options most frequently used by our users and moved less-used filters into a secondary menu.
This approach allowed users to see their active filters at all times and remove them easily.
The full filter panel only expands when users need more advanced filtering options, keeping the default experience clean and focused.
Findability
Improving the search experience.
We identified two main browsing behaviours: users who prefer navigating through menus and users who go directly to the search bar.
Given the large number of products available across Keesing’s e-commerce platforms, improving search was essential to help users reach the right content faster.
We gave search greater prominence in the header and designed multiple interaction states to support the complete search journey.
The new experience provides related results and suggestions, helping users refine their queries and discover relevant products more efficiently.
Outcome.
A more unified e-commerce experience that reduces product duplication, improves product visibility and makes browsing and search more efficient.
The work brought together the PLP, PDP and search experience into a more coherent journey, while creating opportunities for contextual cross-selling and future optimisation.
What I learned
Good product design is iterative. Each stage of the process brings new insights that help refine the experience, from the initial structure to the final UI.
This project showed me the value of continuously learning, testing and refining rather than treating a design as a finished solution.
Next steps
This was the first iteration of the redesign. As the project evolved, we later introduced a design system and refined the UI to create a cleaner, more consistent and accessible experience across the different e-commerce platforms.
The next phase focused on building a stronger visual foundation while continuing to improve usability and accessibility across the product journey.
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