As part of an initiative to improve product discovery and engagement, I led the design of a personalized Product Listing Page (PLP) for Aritzia, aimed at surfacing more relevant content based on user behavior, preferences, and intent signals.
Aritzia’s personalized PLP focuses on discovery—showcasing localized recommendations and trending styles to reflect their region and season. A prompt to log in encourages deeper personalization, while “Shop the Feed” introduces them to Aritzia’s brand world through dynamic, editorial-style content.
Research Study Participant
“It feels more authentic that like you saw my purchase history as to why you're recommending certain things versus just like recommending things to make a sale”
For existing customers, personalization deepens through data-driven recommendations based on past interactions—previous purchases, browsing history, and saved items. The goal is to create a highly relevant and frictionless shopping experience by surfacing products they’re most likely to engage with. By dynamically adjusting the PLP to reflect individual preferences, we reduce cognitive load and increase the likelihood of conversion while reinforcing brand affinity.
