PDP Redesign

Rent the Runway • Mar-Jun 2025 • Lead product designer

Project Overview

User Challenges

Rent the Runway offers two rental experiences: One-time event rentals (Reserve)and multi-item subscription rental (Subscription.)

Product availability and rental prices are dependent on how a user will rent. Historically, customers were asked to select a rental method in order to begin browsing inventory and their selection determined which version of the PDP they would see while browsing.

This experience was causing friction because:

  1. Users were faced with a decision about payment at the start of their browsing experience.

  2. Users couldn’t easily change their rental selection on the PDP when they were considering an item.

Business Challenges

Rent the Runway was seeing low add to cart rates for prospective customers and quick cancellations for new subscribers. Customer support insights showed that confusion about rental methods was a primary driver of both issues.

OUTCOMES

+ 7.6% Conversion Lift

The redesigned product detail page yielded a 7.63% lift in subscription sign-ups for prospective customers compared to the original design.

8.3% Decline in Quick Cancellations

Rent the Runway saw an 8.3% reduction in quick cancellations (subscription cancellations within 24 hours of sign up) in the 3 months following the PDP launch.

+14% Member Upsell Rate

The new PDP supported a 14% lift in member upsells for one-off rentals following the launch of the PDP.

Increased Clarity

The subscription default on the new PDP reduced cognitive load for new users by moving purchase decisions further down the funnel.

Skip to Final Designs 
DESIGN CHALLENGE

How might Rent the Runway build a flexible PDP that enables prospective customers to browse inventory flexibly across rental experiences?

Design Process

I used an iterative design process that involved cycles of exploration and user testing to inform the final design solution.

1 | Initial Exploration

WIREFRAMING
Frame of Mind

I explored ways to frame rental methods to prospective users intuitively and explored how UI impacts overall PDP clarity.

Rental dates
Rental duration
Rental Method
PROTOTYPING • UNMODERATED TASK FLOW

2 | Dual CTA Design

Primary Goal

In my first iteration, my goal was to increase the prominence of the various rental options on the PDP.

Design Thinking

  • Dual CTA allows users to explore rental availability for any rental method.

  • Larger subscription CTA signals subscription as the preferred methodology in line with business goals.

Key Learnings

  • Lack of visible subscription pricing created uncertainty.

  • Dual CTAs added cognitive load as users decided between options.

PROTOTYPING • UNMODERATED TASK FLOW • A/B TEST

3 | Tab Iteration

Primary Goal

In the Tab iteration, I explored whether placing rental options on equal footing within a stable UI would add clarity for prospective customers. 

Design Thinking

  • Side-by-side structure enables quick comparison.

  • Labels clarify offerings and reinforce benefits.

Key Learnings

  • Stable UI reduced confusion compared to lens switching.

  • Users spent significant time comparing options, signaling opportunity to further reduce cognitive load.

  • A/B test yielded +2.2% conversion lift compared to control.

4 | Stacked Iteration

PROTOTYPING • UNMODERATED TASK FLOW • A/B TEST 
Primary Goal

In the Stacked Iteration, my goal was to further reduce cognitive load of deciding between rental methods while maintaining clarity and supporting subscription growth.

Design Thinking

  • Subscription is presented as the default experience to minimize cognitive load

  • Reserve is below the Buy Box as a secondary option in line with business goals

  • Include secondhand purchases as an entry point for acquisition

Key Learnings

  • Users showed greater decision confidence with a default rental path

  • Maintained clarity around Reserve without over-exposing choice

  • Conversion lift of 7.6% compared to control

Final Design

Desktop
Mobile Web
iOS App
Results

The subscription-first stacked PDP emerged as the strongest solution, balancing clarity for prospective customers with reduced cognitive load and alignment with business goals.

Key learnings

Reduced Cognitive Load

Stable PDP structure and embedded education were more effective than allowing users to freely switch between rental paths early in the experiences.

Lead with a Default Option

Leading with a default reduced decision friction while still preserving transparency around alternative rental options.

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