CASE STUDY NO. 3
Modgents
"We take pride in our designs and ensure that we provide not only an affordable ring, but a ring that will stand the test of time." – Modgents
"We take pride in our designs and ensure that we provide not only an affordable ring, but a ring that will stand the test of time." – Modgents
Founded in 2017, Modern Gents Trading Co. (Modgents) is an e-commerce company that sells high-quality, handcrafted rings made from non-traditional and conflict-free materials. Their mission is to provide beautiful and affordable rings while ensuring a simple and positive customer experience. This commitment to quality, affordability, and excellent service remains the core of their business.
I identified key user pain points by analyzing a large dataset of customer questions and support inquiries.
By turning a general request to "improve the PDP" into a focused, data-driven solution, I established a clear project goal to reduce user friction and aid the path to purchase.
I designed a new organizational and scalable system for critical product information via scannable tags.
I created the visual and interactive design for the new tagging component and its associated UI drawer. This included designing the final styling, placement, and interactive behavior.
I collaborated directly with the CEO and the internal team at Modgents to understand business needs and secure buy-in for the final design.
I provided final QA to the site, ensuring the new component was implemented correctly and functioned as intended across the entire PDP experience.
When I was brought onto this project, the Modgents team was already well into a massive site redesign. My initial request was a bit ambiguous: "Improve the PDP." When I asked for user behavior data, I learned there was none available. I couldn't provide a solution based on guesswork, so I had to get creative.
That's when I discovered a huge opportunity hiding in plain sight: a robust dataset of user-submitted questions on each product page. However, there were over 3,000 questions to make sense of...
An example of customer questions found on Modgents' PDP pages.
An app integration called Stamped supported the Modgents question and review dataset. To acquire a complete list, I reached out to a representative, who provided the full dataset in a CSV file. This extensive table included customer information, their submitted questions, and the corresponding dates.
An abstract of the entire set of customer questions.
Faced with over 3,000 questions, I needed a way to find patterns without manually sifting through every single one. I turned to LLMs like Google Gemini and ChatGPT for help. By systematically feeding the data to both models, I was able to quickly pinpoint recurring questions and common customer pain points. This approach not only saved me considerable time and effort but also provided a clear roadmap for improving the PDP to better serve customers and Modgents.
It's worth mentioning that arriving at a breakdown of common concerns proved to be a challenging process. The raw data contained a significant amount of noise—unhelpful questions that the LLM analysis considered but often failed to filter out. It took a substantial number of iterations and specific prompts to generate a meaningful output that allowed me to identify common patterns. However, even with these challenges, it was still far more efficient than manually tabulating the themes myself.
The result of processing 3,000+ questions and the common themes.
The analysis of customer inquiries revealed a clear problem: users struggled to find basic product information. Their questions repeatedly focused on key specs like ring width, material properties, and diamond type—information that was often critical to their purchasing decision.
The existing PDP provided these answers, but inefficiently. The details were buried in long-winded responses scattered across multiple dropdown selectors, making the user experience cumbersome.
My design proposal directly addressed this friction. By creating a "Product Snapshot" using concise string tags, Modgents could consolidate all the most-sought-after information in one visible location. This not only would streamline the user experience but also provide Modgents with a scalable method for highlighting crucial product features.
The Product Snapshot feature.
Modgents quickly approved the development of the Product Snapshot feature. Though, during initial PDP testing, heat mapping provided an interesting insight: while users were actively clicking on the new tags, these clicks were dead ends. This data suggested that users expected the tags to be interactive and were looking for more information.
Based on this user behavior, I designed a drawer to provide rich, detailed content for each tag. This solution directly addressed the user's need for deeper information and turned a dead click into a valuable interaction.
Heat mapping pertaining to the Product Snapshot. Sourced from Microsoft Clarity.
The Product Snapshot and its respective information drawer.
The Product Snapshot feature was a success, demonstrating immediate scalability and permanence. Upon site launch, the component was integrated into every relevant PDP (over 300 SKUs), establishing it as a foundational site element. Its application delivers high-value results across two strategic pillars:
Organizational Alignment & Efficiency:
The feature established a new, efficient standard for product content delivery, which helps streamline content management and elevate content quality across the entire SKU base.
Customer Confidence & Cost Reduction:
By surfacing the most common pre-purchase questions (e.g., cut, fit, materials), the design helps address two major business pain points:
1. Reduce customer support volume related to basic product details.
2. Mitigate the risk of returns due to customer expectation gaps and information uncertainty.
The Product Snapshot and desktop UI.
This project was a rewarding experience because it pushed me and felt sort of like a riddle. Starting with an ambiguous task, I had to work through a non-linear process to arrive at a clear, actionable solution. The final design is subtle, but I believe it will continue to make a big difference for both the company and its users. Overall, this project while small in scope, was satisfying to tackle and know I was able to assist in a meaningful way.
