Project Goal:

Redesign Allegro’s homepage to improve both user experience and business performance by simplifying the layout, enhancing personalization, and promoting data-driven automation.

My role & process:

I led the project from the UX side in its late ideation phase, and all along  prototype, testing, and delivery phases.
• Organized cross-team workshops and established shared communication channels to align objectives around user-centered priorities, facilitating collaboration between teams with often competing goals.
• Designed, prototyped, and negotiated the implementation of UX solutions.

What the project gained:

Overall result: the redesigned homepage successfully launched, modernising the experience for millions of monthly visitors and improving key engagement and business metrics year-over-year. 
• Visit conversion: +0.3 pp 
• CTR, Bounce rate, Internal customer satisfactionrate (IRIE) improvements: 5-30% (depending on the metric)

My favourite contributions:
• Initiated cross-team workshops for homepage–advertising alignment (launch enabler). Results:
    • Joint KPIs GMV & ad revenue: +over 85% YoY
     •  Introduced detailed ad format design guidelines
     • Joint dashboards and cooperation contracts
• Recommended and designed a new section for the international homepage; it became the strongest GMV driver (+ over 35% of total homepage GMV) despite its smaller size and lower placement.
• Recommended and designed hero-section modifications that reduced editorial workload and significantly improved performance on the mobile channel (conversion, GMV uplifts) - based on UX basic principles.

Project delivered as part of my full-time role at Allegro (internal product work). 

What I have learned:

• That goal-focused hands-on workshops, transparency, and user-centered prioritization are great tools to reconcile conflicting business objectives.