+18%
Contact rate uplift post-redesign
−22%
Bounce rate reduction on product page
50+
Categories supported by the new layout system
I led the research and design of OLX Brazil's product detail page, the most visited page on the platform and the page that most determines whether a buyer contacts a seller or leaves. I owned the process end to end: user research, competitive analysis, information architecture, interaction design, and engineering handoff.
OLX Brazil runs tens of millions of listings across 50+ categories. The existing product page is a static template built for the average listing, which means it works adequately for no listing in particular. Key information is buried, trust signals are invisible at the decision moment, and there's no way to navigate a complex listing without losing your place. The result: high bounce rates on the page that should be turning browsing intent into a contact.
One template trying to serve fifty different realities
OLX Brazil runs tens of millions of listings across 50+ categories. The existing product page is a static template built for the average listing, which means it works adequately for no listing in particular. Key information is buried, trust signals are invisible at the decision moment, and there's no way to navigate a complex listing without losing your place. The result: high bounce rates on the page that should be turning browsing intent into a contact.
Research into the decision moment, and what breaks it
The process started with a heuristic evaluation of the existing product page against Nielsen's 10 usability principles, to surface structural issues before pulling in user data. A competitive analysis covered leading classifieds and marketplace platforms globally to benchmark how they handle category diversity and trust. User interviews focused on the decision moment: what information buyers need to feel confident enough to contact a seller, and what makes them leave without acting.
A car and a blender need different information
Category-specific fields are buried or absent. Buyers end up contacting sellers just to get basic facts they should already have, a friction point that kills conversions before they start.
Trust signals are invisible at the decision moment
Seller reputation, response rate, and listing age, the three factors buyers cite most often, are placed below the fold, where most users never reach them.
High-information listings have a navigation problem
For cars and real estate, users don't need less content. They need a way to move through it. Scrolling a 40-photo listing with no anchoring creates orientation loss.
The CTA disappears when buyers are ready
Placed statically at the top, the contact action is gone by the time a buyer scrolls through the listing and makes a decision, the exact moment it's most needed.
Category-specific attributes drive higher contact rates
Competitors that surface category-specific attributes above the fold show higher contact rates than those using generic templates. That confirmed the case for a flexible, category-aware layout system.
01 — Category-aware layout system.
A modular component architecture that assembles differently per category: cars surface mileage and fuel type upfront, real estate leads with location and size, electronics show condition and warranty. Each configuration comes from what interview participants said they needed to feel confident in that category.
02 — Trust signals above the fold.
Seller reputation, response rate, and listing age moved into the decision zone. The placement came directly from what buyers cited as their top three reasons for contacting a seller, and from where those signals had vanished on the old page.
03 — Anchored in-page navigation for complex listings.
Jump links between photos, specs, seller info, and similar listings, to fix the orientation loss for high-information categories like cars and real estate.
04 — Persistent, context-aware CTA.
Follows the user as they scroll, adapts its label by listing type. Fixes the gap the research found: the action was gone the moment buyers were ready to use it.
"A used car and a second-hand blender are both products on OLX, but a buyer needs completely different information to feel confident about each. The same page template can't serve both equally."