Myself and most of the digital team, from business analysts to marketing specialist, have worked on large ecomm sites selling thousands to hundreds of thousands of products. Meaning the business was taking a conventional approach to the PLP. However, the Vuse site sells around thirty products, and only four of them are highly sought after by users. Additionally, due to FDA procedures it takes three years to begin selling any new products, so no large quantity of new SKUs will ever be added to the line up. Meaning that for a product line up that could easily be displayed and reviewed in a single scroll there was an abundance of unnecessary complexity. By communicating this fact with the business then conducting research and user testing I was able to reduce the complexity and provide users with a simple approach that gives them what they want.