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
Problem and Hypotheses
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
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 UX strategy
Modern, scalable UI design
Clear value signaling
User-validated hypotheses
Business-aligned outcomes
The Results
The new experience delivered measurable improvements across key user and business metrics. User effort decreased, reflected by a 7% improvement in CES, while overall satisfaction and advocacy increased, with NPS up by 40%. These usability gains translated into clear business impact, including a 56% increase in LTV and a 6% uplift in conversion (SCAT), ultimately driving sustained revenue growth through stronger engagement and adoption of combo bundles
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