SHOPPING
year
2021-2023
TOOLS
Figma, user testing, ux labs
team
solo designer (PDP)
+ 1 DESIGNER (SHOPPING UNIFICATION)
project context
Shopping is one of Bing's key revenue-driving experiences. However, sustainable growth depends on more than monetization—it requires earning user trust by creating shopping experiences that are relevant, helpful, and seamlessly integrated into the search journey. At the same time, shopping experiences across Microsoft had evolved independently, resulting in fragmented interactions and inconsistent patterns that required users to relearn behaviors across different products and surfaces.
my role
My role was to explore how Microsoft could evolve toward a cohesive commerce ecosystem by defining consistent interaction patterns, scalable design principles, and a unified shopping language across multiple canvases. I developed experience strategies that balanced user intent with business goals, helping users confidently discover, compare, evaluate, and purchase products while thoughtfully integrating monetization in ways that enhanced—rather than interrupted—the shopping journey.
KEY PROJECTS
01
PDP design
Projects: Design of all components of Product detail page for 6 canvases including monetization flights
My Role: user research, information design, shaping design framework, design for trust and credibility.
Impact: Shipped new PDP design with gain in 6.32% gain in engagement and 4% gain in revenue
02
Shopping unification
Projects: Ahopping answer (different size), AH answer, MIT answer
My Role: Worked with team in Redmond for building standardized components for shopping on Microsoft, led the efforts for one PDP design that would scale to all canvases.
Impact: Shopping follows the same language across Bing, Edge, Mobile, Buy Direct, Deals page and MSN
• PDP REDESIGN + SHOPPING UNIFICATION •
"As a shopper, I want to evaluate whether a shoe is the best fit for my needs and purchase it at the best available price, so that I can make a confident buying decision and get the best value for my money"
• PDP REDESIGN + SHOPPING UNIFICATION •
Dynamic layout to accomodate the least data to most-data scenario
• SHOPPING UNIFICATION •
unification of shopping canvas
PDP REDESIGN
The Brief (UR findings) + Business goals
pdp is the bread and butter of shopping. the goal was to Improve pDp as a differentiated shopping experience versus merchant pDp, Increase engagement and revenue through richer product details, conflation and enrichment.
Findings from UR -
the production design of PDP was overwhelming with 3 column layout
Text ad coverage is low which WAS leading to poor revenue
having 3 rows of ads right below the bulld eye WAS reducing the traffic towards the sections below the fold
vertical product ad in pole position took up a big chunk of the top fold and pushed the content down
engagement with the merchant site was low
My role
Conducted user research on the existing production experience to identify usability gaps, pain points, and opportunities for improvement.
Explored multiple layout directions to improve information hierarchy, discoverability, and overall user experience.
Designed and tested individual components, using insights from each iteration to co-create the Commerce HIG and establish reusable design patterns.
Conducted iterative usability testing to validate design decisions, uncover friction points, and identify areas for refinement.
Designed a scalable system that accounted for edge cases, content variations, and diverse scenarios across desktop and mobile canvases.
Led the mobile experience and partnered closely with the research team to prototype and test end-to-end flows across devices.
Collaborated cross-functionally with Product, Engineering, and Research to align on feasibility, user needs, and implementation.
Presented design explorations, research insights, and recommendations to senior leadership to drive alignment and inform product direction.
SHOPPING UNIFICATION
The Brief
Shopping on Bing was a fragmented experience (bing, edge shoreline, buy direct, msn, deals page) with multiple entry points leading users to product detail pages that looked and behaved differently. This inconsistency created unnecessary friction, requiring users to relearn interactions and features as they moved between experiences. More importantly, it made Shopping feel like a collection of disconnected products rather than one cohesive, recognizable experience.
My role
thE LAYOUT OF EACH PAGE ALSO VARIED AND SAME ELEMeNTS WERE REPRESENTED IN A DIFFERENT MANNER IN EACH PAGE. i worked with the cross-geo team to map the inconsistencies and built and tested each component on pdp that got added to shopping hig
collaborated with stakeholders working on other shopping canvases to incorporate the new PDP revamp design to ensure pdp is consistent across microsoft ecosystem
presented the final design to senior leadership
Impact
All Microsoft Shopping canvases now follow a consistent visual and interaction pattern, creating a more cohesive experience across entry points and surfaces
The reusable components developed for the Product Detail Page were incorporated into the Commerce HIG, establishing shared patterns that can scale across Shopping experiences and reduce design and development fragmentation.
