Lucy Choi's Portfolio

Behavior Design

Product Strategy

Retain users using

ML & Personalization

Retain users using

ML & Personalization

Retain users using

ML & Personalization

IMPACT

+5%

Grocery Adoption

+1.3%

Returning Users

ROLE

Lead Product Designer

TEAM

1 Product Manager

1 Product Designer

8 Engineers

2 Data Scientists

1 Product Manager

1 Product Designer

8 Engineers

2 Data Scientists

CHOI

CONTEXT

Investing in long-term user retention amid competitors' pricing war

With competitors sometimes outpacing us on discounts, Talabat was looking to invest in long-term user retention instead of entering a price war.

COMPETITORS

OPPORTUNITY

HMW make it effortless for users to reorder groceries on Talabat?

SOLUTION

Using ML algorithm to personalize re-ordering experience

Desk Research

I APPLIED

Hook's model to design a contextual and relevant user experience that retains users through value

Desk Research

I APPLIED

Hook's model to design a contextual and relevant user experience that retains users through value

Data

I USED

data from previous experiments to build conviction in the design direction that increased returning users by 1.3%

Data

I USED

data from previous experiments to build conviction in the design direction that increased returning users by 1.3%

Data

I USED

data from previous experiments to build conviction in the design direction that increased returning users by 1.3%

Cross-collaboration

I MANAGED

stakeholders across 3 cross-functional teams to design a scalable component supporting various verticals

Cross-collaboration

I MANAGED

stakeholders across 3 cross-functional teams to design a scalable component supporting various verticals

Cross-collaboration

I MANAGED

stakeholders across 3 cross-functional teams to design a scalable component supporting various verticals

BEFORE: TALABAT HOME

AFTER: TALABAT HOME

COMPONENT BREAKDOWN

BUSINESS CHALLENGE

Navigating high-stakes decisions involving 6M+ monthly users

Navigating high-stakes decisions involving

6M+ monthly users

This project involved working closely with high-stakes decision-makers, where I quickly realized scalability was key to getting buy-in, and therefore creating multiple strategies and scenarios to advocate for the value of the solution.

NARRATIVE: SCALABILITY

NARRATIVE: STRATEGY

HOW DID RESEARCH & DATA INFORM DESIGN?

I applied Hook’s model to design a contextual and relevant user experience

Recognizing that behavior is shaped by motivation and incentives, I began with user interviews to uncover their underlying goals and jobs-to-be-done.

APPLYING HOOK'S MODEL TO THE SOLUTION

Conviction built through data: reordering was the key driver of habit formation

I built conviction through data that reordering was the key driver of habit formation

Based on the result of a successful experiment we conducted where we navigated users to the categories they usually refill, the conversion rate from the category page increased by 11.1%.

DESIGN CONSTRAINTS & TRADE-OFFS

DESIGN CONSTRAINTS

A crowded homepage with competing priorities made space a design constraint.

Leveraging on horizontal scroll

I designed the widget to be compact and used horizontal scrolling with clear visual affordances to maximize the available space.

Making content the main driver

I believed setting the right context through words in this widget was more important than the number of categories shown.

IMPACT

I created product strategies around adoption and retention for Grocery, Shops and Restaurants that was easily scalable on Talabat Homepage.

I worked with the Data Scientist to create a nudge that feels more personalized than intrusive.

+1.3%

Returning Users

DESIGN CONSTRAINTS & TRADE-OFFS

A crowded homepage with competing priorities made space a design constraint

Leveraging on horizontal scroll

I designed the widget to be compact and used horizontal scrolling with clear visual affordances to maximize the available space.

Making content the main driver

I believed setting the right context through words in this widget was more important than the number of categories shown.

DESIGN RATIONALE

A crowded homepage with competing priorities made space a design constraint

Leveraging on horizontal scroll

I designed the widget to be compact and used horizontal scrolling with clear visual affordances to maximize the available space.

Making content the main driver

I believed setting the right context through words in this widget was more important than the number of categories shown.

BUSINESS CHALLENGE

Navigating high-stakes decisions

involving 6M+ monthly users

NARRATIVE: SCALABILITY

NARRATIVE: STRATEGY

HOW DID RESEARCH & DATA INFORM DESIGN?

I applied Hook model to design a contextual and relevant user experience

Recognizing that behavior is shaped by motivation and incentives, I began with user interviews to uncover their underlying goals and jobs-to-be-done.

APPLYING HOOK'S MODEL TO THE SOLUTION

Conviction built through data: reordering was the key driver of habit formation

Based on the result of a successful experiment we conducted where we navigated users to the categories they usually refill, the conversion rate from the category page increased by 11.1%.

IMPACT

I created product strategies around adoption and retention for Grocery, Shops and Restaurants that was easily scalable on Talabat Homepage.

I worked with the Data Scientist to create a nudge that feels more personalized than intrusive.

+5%

Grocery Adoption

+1.3%

Returning Users

OPPORTUNITY

HMW make it effortless for users to reorder groceries on Talabat?