Shopper’s Community
Overview
Deal Stacking Cheat Sheet is an in-site user interaction feature on JD.com that allows users to share and combine promotions, coupons, and freebies. By sharing orders, it encourages more return visits and repeat traffic to the platform, while also increasing the number of combined orders, boosting conversions, and raising the average order value.
I was responsible for leading the 0-to-1 interaction design of this product, which aimed to drive platform traffic and increase conversion rates. During this process, I oversaw two iterations of the design. The project presented here is the second iteration, which builds upon and improves the initial version (v1.1) based on insights gathered from user data and analytics.
Team
JD.COM Platform Design Center -
Platform Product Design Department -
Traffic Ecosystem Design Team
Outcome
Purchase conversion increase 170%
Timeline
2022 Q2-3
Role
Lead UX Designer
Module
Traffic Ecosystem, User Social
Tools
Sketch
Project Background
The MVP for this feature was designed to address user demand during seasonal promotions for combining deals to maximize discounts, as observed in social media activity. The process of applying deals and adding items was often tedious, so we introduced a one-step shopping feature to simplify the experience and boost conversions.
In the first iteration (V1.1) post-MVP, data analysis revealed usability issues, leading to the development of version 2.0 to address these challenges.
UA & Retention
Utilize platform touch-points, additional utility features, & build product awareness
V2
V1
V1.1
MVP
Establish core processes & validate product value
Information iteration
Rapid iteration, emphasizing key points & user endorsements
Problem Statement
Problem
Goal
Strategies
buried entry point,
making it difficult for users to access
User Acquisition (UA)
Establishing external touchpoints
Retention
Include search/recommendation
Brand Perception
Highlight the Deal Stacking feature
content lacks variety
not engaging browsing experience
Users unable to grasp the value
or features of the channel page
A
Develop tailored conversion strategies based on varying user needs across different touchpoints.
B
Redesign Information Hierarchy to Emphasize Full Order Copying
A
Touchpoint → User Needs → Design Strategy
Develop tailored conversion strategies based on varying user needs across different touchpoints.
UA
UA
Retention
Touch Point 1
Touch Point 2
Touch Point 3
homepage
Deal Combo
Needs-Focused Page
user
Shopping Goal
Design
Strategy
jd.com
End-to-End
shopping Process
Promotion
landing Page
Promotion-Based
Order Aggregation Page
Coupon and product Based
Order Aggregation Page
Channel Main
landing page
somewhat clear
Recommend
the best (money-saving) way
to use promotions
Help users bundle products
to maximize savings with the coupon
provide
recommendation and filter
functionalities
well-defined
Comprehensive
Product detail
cart
Coupon
Applicable Products Page
order
...
My profile
Design Solution
Strategy
Help users bundle
products to maximize
savings with the coupon.
Order Aggregation Pages
Two new landing pages for external touchpoints, offering differentiated functionalities based on varying user needs.
Strategy
Recommend the best
(money-saving) way
to use promotions.
Coupon and product Based
Order Aggregation Page
Promotion-Based
Order Aggregation Page
Filter
the most saving
product in the user’s cart
Coupon and product Based
Channel Main Landing Page
Promotion & Coupon
Recommendations
Category Filtering
& Sorting
Promotion
Aggregation Page
Landing page iteration
Diverse Needs of the Main Landing Page Require Comprehensive Strategy
B
Redesign Information Hierarchy to Emphasize Full Order Copying
Emphasizing Order-Level Information for Easier Cross-Order Comparison.
Original
New
Order
Info.
<
Product
Info.
Order
Info.
>
Product
Info.
Reduce Card Height for Easier On-Screen Order Comparison
Compress Product Display Module to Minimize Visual Clutter
Highlight Order-Level Information
Result after Launching
May 56th-June 22nd | Pre- and Post-Launch Data Comparison
The new 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 design strategy of this page—its content, functionality, and UI—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
Touchpoint Contribution
to Channel Page CTR
During Promotions
20
%
Main Touchpoint: 80%
Promotion-Based
Order Aggregation Page
Promotion landing Page
May 56th-June 22nd | Pre- and Post-Launch Data Comparison
Redesigning the promotion and coupon recommendation features and cards on the channel main landing page to encourage more user engagement and conversions.
Purchase Conversion Rate
170
%
1.1% → 3%
CTR
80
%
10% → 18%
Average Pages / User
40
%
26s → 34s
Channel Main Landing Page
Related Projects
Contact Me
E-mail:
Tel:
annyjialuli01@gmail.com
(+1)778-697-4718 Canada