Continue for
[product type]
4 slots · dominant cluster fires
01
Designing meaningful
continuity drivers
Helping users continue where they left off through a system of
discovery that scales
Users see up to 100 campaigns daily, overwhelming users with noise.
Personalization relied on campaign ranking alone, resulting in endless scroll, repetitive experiences,
and poor visibility of new campaigns. HMW rethink the feed to address these?
Zalando: Leading European online platform for fashion/lifestyle with 51m customers in 25 markets.
Zooming oooout
Started
with a concept test for future vision*.
Leading 4 senior designers across squads, I
consolidated future concepts, tested desirability with 14 participants, and set the foundation for
executing on continuity + freshness drivers
Concept testing
*strategic-tactical bridge: with senior leadership to conceptualize
Northstar vision.
Opportunity synthesis
High-level
opportunity areas for investment
Continuity drivers
Help users resume journeys.
Freshness enablers
Highlight new items.
Enhance campaigns
To reflect campaign breadth.
Guide casual users
Handhold new users.
My role here was to synthesize all the noise into clear investment areas the squad could rally around. This helped us move from endless pain points to a focused conversation about priorities.
Explorations
In between
Final version
Shipped
By restoring orientation, we improved commercial uplift. But more importantly, we unlocked a reusable logic now considered for other re-engagement surfaces.
Systems thinking
Resolving ambiguity when customer intent spans multiple (sub)categories
Continuity when intent spans multiple taxonomies
01 · The collision
Women
Jeans
Men
No shared destination
No canonical URL exists for cross-department intent. Continuity models return category signals only.
02 · Signals
Recency 0.6
PDP depth 0.4
Fashion preference fallback
03 · Decision model
ConditionAction
1 dominant product type
Surface directlyHigh confidence → act on it
Product types compete
Pick dominant departmentVia recency-weighted score · system chooses context, not products
Product type < 10 items
Fallback: parent categoryKeep intent · widen scope
Low confidence
Use fashion preferenceAlways surface something
Low engagement
Derank · 30d resetModule earns its slot
04 · Outcomes
Continue for
Discover more
[product type]
Department resolved silently
Continue for
[category]
Product type thin · widen scope
User browses products
≥ 5 PDP views in same L3?
Collage module trigger check
No
No module
Yes
≥ 10 items in L3?
Enough to fill a collage
Yes
Surface L3 category
No
fall back to parent category
Surface L2 category
Broader intent, more items
Collage module shown
Sweating the details
Designing for
accessibility & assistive technologies
Examples of the module under large text,
landscape mode, and assistive technology constraints.
Font size: 200%
Landscape mode
€XX Million
GMV Uplift
+XX%
Add-to-cart
Detailed case study available on request.