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
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.