Our testers would either take longer time to review, or abandon the product page to read Amazon book reviews, or misunderstood the subscription options and the items included in the box.
We ran 14 user interviews, several design critiques, and dot testing sessions to address this. This led to finding the best pictures to use, copy to emphasize, and a more practical UI design.
ITERATIONS: Users were still asking about what was included & the pricing details
AFTER: Version 1
ITERATIONS: Removing, or reducing design elements to improve user comprehension
This led to reducing the color scheme and providing clearer CTAs/buttons. I also removed the "previous books, additional activities, and "selected by" section because it introduced more workarounds than intended with the users.
AFTER: Version 2