Deal Stacking Cheat Sheet — Data-Driven Growth Design
From concept to iteration, turned a promotional tool into a user-driven growth engine
FF4050
Overview
Deal Stacking Cheat Sheet is a JD.com feature that lets users combine and share promotions, coupons, and freebies, driving repeat visits, larger bundled orders, and higher AOV.
I led the 0→1 interaction design, from concept validation (v1.1) to a data-driven v2.0 iteration, where user insights shaped a more intuitive and conversion-focused experience.
This project highlights how user-centered iteration can turn a transactional tool into a growth engine.
Team
Product Manager
Led UX Designer
UI Designer
Skills
0→1 Product Design
Data-Informed Iteration
Social Commerce Design
Outcome
Purchase conversion increase 170%
Timeline
2023 Q3
Module
Traffic Ecosystem,
User Social
Tool
Sketch
Project Background
The MVP of the Deal Stacking Cheat Sheet was developed to address user demand during seasonal promotions, where users often share screenshots of their combined deals on social media, and others look to copy these savings tricks. However, the process was cumbersome, requiring users to switch back and forth between apps to add items to their cart and verify if the promotions were still available—leading to funnel drop-offs. To address this, we integrated deal stacking and sharing directly into the JD app, offering a seamless one-step shopping flow to simplify the process and boost conversions.
In the first post-MVP iteration (v1.1), user data revealed key usability gaps, showing areas to improve conversion. These insights directly shaped version 2.0, where the focus shifted to refining the user journey and enhancing conversion efficiency.
MVP
V1.1
Core Validation
Established core flow and validated product value
Iteration on Usability Insights
A quick iteration focused on key user pain points and feedback
V2
Data-Driven Iteration on Growth & engagement
Version 2.0 was a strategically planned upgrade, driven by conversion-focused metrics. Me alongside with a team of product manager and UI designer, optimized platform touchpoints, introducing targeted design improvements aimed at increasing conversion rates, driving deeper engagement, and enhancing overall feature adoption.
Problem Statement
Problem
Goal
Strategies
A
Touchpoint-based Conversion Strategies
Place touchpoints at key stages in the JD.com user flow, aligning them with user goals to drive seamless conversion
B
Page-level Information Hierarchy Optimization
Redesign feature pages to emphasize savings, making deal stacking intuitive and increasing user engagement
User Acquisition (UA)
Establishing external touchpoints
Feature engagement
Include search/recommendation
Brand Perception
Highlight the Deal Stacking feature
Buried Entry Point
Difficult to discover and access
Lack of Content Variety
Low browsing engagement
Users Struggle to Grasp Value
Unclear savings potential
A
Develop tailored conversion strategies
Touchpoints → User Needs → Design Strategy
UA
UA
feature engagement
Touch Point 1
Touch Point 2
Fixed Entry Point
homepage
Deal combo pages
User goal
Design Strategy
JD.com pages
Promotion
landing Page
promotion-based
order aggregation page
Coupon and product Based
Order Aggregation Page
Feature landing Page
Guide users to the deal combo page, where they can quickly identify the best combination of deals and promotions, driving faster conversions
After selecting items and an applicable coupon in the cart, users are directed to the Coupon Applicable Products Page to find products that help maximize savings by completing the deal. The strategy is to recommend deal combinations based on their selected product and coupon, enabling users to quickly identify the best value and drive faster conversions.
Focus on increasing feature engagement by providing tailored recommendations and interactive content, encouraging users to explore more offers. Once engagement is high, drive conversions through personalized deal combos and promotions.
Find relevant deals quickly
Maximize savings
Explore personalized deals and engage more deeply with the platform’s offerings
Product detail
cart
Coupon
Applicable Products Page
order
...
My profile
Products in the user's cart
Added visual indicator
Touch Point 1 & 2
Order Aggregation Pages
Two new landing pages were created for external touchpoints, designed with shared components to streamline development and maintenance. These pages cater to different user needs while maintaining consistent functionality.
make quick decisions
"Recommended Sorting,"
"Sort by Maximum Discount," and "Sort by Lowest Price,"
promotion-based
order aggregation page
Coupon and product Based
order aggregation page
Coupon and Promotion Page
Fixed Entry Point
Feature landing Page
The Feature Landing Page combines quick access to promotion and coupon pages with a category-based browsing feed. The top section enables easy promotion discovery, while the bottom focuses on product and category-based filters
Access to promotions and coupons
Browsing with category filters
Channel Main Landing Page
B
Page-level Information Hierarchy Optimization
Focus on displaying order-level information for easier cross-order comparison
Emphasize Savings at the Order Level
Highlight Order-Level Gifts and Benefits
Reduce Card Height &
Compress Product Display to Minimize Visual Clutter
BEFORE
AFTER
Order
Info.
<
Product
Info.
Order
Info.
>
Product
Info.
Results After Launch
Purchase Conversion Rate Uplift
170
%
1.1% → 3%
CTR Uplift
80
%
10% → 18%
Average Pages / User Uplift
40
%
26s → 34s
May -June AB Test | Pre- and Post-Launch Data Comparison
Channel Main Landing Page
The added promotion-based order aggregation page outperforms the channel main landing page in metrics such as average session duration, click-through rate, and conversion rate. This indicates that the page is more effectively addresses specific user needs.
Lead-to-Sale
Conversion Rate
4.5
%
Main Landing Page: 3%
CTR
22
%
Main Landing Page: 18%
Average Pages / User
65
s
Main Landing Page: 34s
May -June
Contribution
to Channel Page CTR
20
%
Main Touchpoint: 80%
Promotion-Based
Order Aggregation Page
Promotion landing Page
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