Project goal:

Remove a major user pain — lengthy offer lists that were hard to browse — by rolling out the productisation project aggregating offers into products. Keeping the user-centered idea at the core while ensuring monetization goals were met throughout the transition.

My role & process:

I contributed to the project in its design, prototype, testing, and delivery phases.

• Led the UX stream of this major architectural change, collaborating closely with backend, frontend, and monetization teams.
• Co-facilitated workshops aligning product and advertising perspectives, and designed and tested solutions on the product list to improve both experience and business metrics.

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

What the project gained:

Overall results: productization project successfully launched, improving key engagement and business metrics. Key metric uplifts (YoY):

• Product list conversion: over +2 pp
• C-index (internal customer satisfaction rate): over +2.5%

My favourite contributions:
• Co-prepared findability-advertising workshop, with senior leader participants. Key results:
     • Joint design and ways-of-working principles that improved cooperation between teams
    • Joint prioritization of roadmaps
     • Input to a high-level strategy documents constituting a new monetization model. 
• Proposed a concept and co-created mockups to visualise complex backend changes in the new monetisation model — a concept later reused across teams.
• Redesigned add to cart button on the product cell 

What I have learned:

• Obsessively goal-focused and data-heavy workshops are a good way to build alignment among senior stakeholders with strong, often opposing perspectives. 
• Small iterations can truly lead to big, lasting impact over time. 
• Even if teams’ goals seem to conflict at first, they don’t have to stay that way. 
• Backend changes can (and should) be visualised as well. Visualisation is a great tool for achieving a shared understanding of complex changes. Always. Will not accept “can’t be visualised” anymore. 
• Adoption takes time, and the bigger the change, the older the product, the stronger this factor becomes in a project’s success. This project truly made me adoption-issues master 101. I always have at least three ideas at hand on how to facilitate a big change since then.
• The lag between behaviour and satisfaction is key to reading metrics right.