This case demonstrates my approach to designing and launching a smart shopping feature with a clear focus on user value and business impact. I worked from early discovery and concept definition through to a production release, ensuring the solution was simple, scalable, and easy to use. The feature delivered measurable improvements across key metrics after launch
The Challenge
The market and the business needed a smart way for users to build unique combo bundles from the product offers on the storefront. The existing selection experience did not support easy combo-building or clearly communicate value and savings at the moment of choice. The hypothesis was that enabling in-flow combo creation with clear value signals would simplify decisions, increase user confidence, and drive stronger engagement with combo bundles
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My Approach
I approached this as a decision-making and value-discovery problem, not a surface-level UI change. Starting from the hypotheses, I focused on how users evaluate options, perceive savings, and make trade-offs when building combinations. The solution was iterated through research and usability testing and validated with A/B testing to confirm both user clarity and business impact
Key Highlights
User-focused strategy
Modern, scalable UI design
Clear value signaling
User-validated hypotheses
Business-aligned outcomes
The Results
Results — Impact on user and business metrics. User effort decreased (CES improved by 7% on a 1–5 scale), NPS grew from 20 to 28, reflecting higher user satisfaction and advocacy. Usability improvements translated into measurable business impact, ncluding a 56% increase in LTV and a 6% uplift in Combo Conversion Rate (successful add-to-cart), driving sustained engagement and revenue growth
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