Product comparison

Dyson Apr 21



Improvement in NPS scores related to browsing and research.

Increase in conversion for visitors who interacted with the comparison table.

Key design decisions

Fully responsive table

The table was free-scroll on mobile, giving the user full freedom to explore and compare, and non-touch screens had arrows to navigate when any items were cropped off-screen. The table element was also fully accessible for screen-readers.

Sticky sections

Both the header and section titles were sticky, meaning visual users didn’t lose context of what product or section they were comparing against.

Final UI