Senior Product Designer

1 Product Manager, 1 UX Researcher, 7 Engineers, Third-party tech provider, Content team, Marketing, Senior Execs

2 months, Nov to Dec 2021

iOS, Android, Web

Driving online grocery sales growth with shoppable recipes

Designed an end-to-end flow for customers to seamlessly shop recipe ingredients by adding the right items and quantities to their grocery cart, turning recipe browsing into measurable add-to-cart and GMV for FairPrice.

01.

Aligned team on a single north star: ingredient add-to-cart and GMV contribution over engagement

02.

Defined MVP experience by rapidly prototyping based on competitor analysis and existing customer research

03.

Led and moderated usability testing with a UX researcher and used findings to streamline the experience.

04.

Designed and launched the shoppable ingredient flow end-to-end across iOS, Android, and web

Summary and impact

Recipes previously lived outside the shopping flow, so customers could browse but still had to manually search and add each ingredient to cart. That meant content engagement did not translate into a measurable grocery outcome. We shipped an end-to-end shoppable recipe flow across iOS, Android, and web, making 300+ recipes shoppable by mapping ingredients to SKUs, suggesting quantities that based on serving sizes, and letting shoppers add ingredients to their cart with a few taps.

11%

add-to-cart rate on products viewed from recipes

~1%

increase in overall basket size