Personal Area redesign

Reframing account space into a value-driven hub to increase engagement, subscriptions, and basket size

Overview

The Personal Area underperformed as a product surface, failing to surface key value such as savings, subscriptions, and order actions.

I redesigned it into a value-driven hub that drives engagement, increases feature adoption, and supports repeat purchasing behaviour.

Overview

The Personal Area underperformed as a product surface, failing to surface key value such as savings, subscriptions, and order actions.

I redesigned it into a value-driven hub that drives engagement, increases feature adoption, and supports repeat purchasing behaviour.

Context

First-time shoppers represent a significant share of growth, but conversion was heavily constrained by early funnel friction. Users were required to register before validating delivery availability, creating uncertainty at a critical decision point.

My role

Led discovery phase strategy
Defined hypotheses, success metrics, and sequencing
Partnered with Product, Engineering and Data analytics
Led end-to-end experimentation strategy
Drove decision-making and rollout recommendation

Context

The Personal Area is a high-intent touchpoint where users manage orders, access savings, and control their account. Over time, it evolved into a fragmented, low-impact space focused on static management rather than influencing behaviour.

This limited its ability to:

Drive repeat engagement
Support subscription and loyalty adoption
Surface savings and promotions

Role: Product Designer (end-to-end)
Collaboration: Product, Data, Research, Customer Support
Type: Concept + pre-validation
Focus: Conversion + engagement

Before

Fragmented experience across orders, loyalty, and account, with no clear prioritisation or visibility of value.

After

A value-driven hub that surfaces savings, prioritises key actions, and drives repeat engagement and subscriptions.

Problem

The Personal Area was underperforming as a product surface:

Low engagement, with limited reasons to return
Poor visibility of value (savings, benefits, subscriptions)

Impact

Missed monetisation opportunities (Delivery Pass, Loyalty)
Low re-engagement and underutilised surface
Users unaware of available savings → lower basket value

Evidence:

Current state showed basic account settings and outdated order views
Loyalty and savings features were underdeveloped and hard to discover

Goal

Reposition the Personal Area as a value hub that surfaces savings, drives repeat behaviour, and promotes high-value features.

User goals:

Edit orders, reorder quickly
Access savings and subscriptions

Business goals:

Increase Delivery Pass conversion
Grow loyalty participation
Promote coupons and recurring features

Key decisions

The redesign focused on five product-level shifts:

Value dashboard

Surface savings, benefits, and orders

Savings visibility

Unified loyalty, coupons, and promotions

Delivery
Pass

Integrated into benefits and subscription areas

Actions
first

Enabled quick access to reorder and edit order

Modular system

Enabled scalability and continuous optimisation

Process

Benchmarking: Amazon, Uber, Instacart → action-driven dashboards
Analysis: behavioural patterns and top user actions
Workshop: Aligned on key pillars — savings, control, personalisation, reordering
Exploration: Tested modules for savings, benefits, subscriptions, quick actions

Solution

A redesigned Personal Area built as a value-driven dashboard:

Immediate value

Upcoming order
Visible savings
Subscription status

Upcoming order
Visible savings
Subscription status

Engagement drivers

Benefits (Delivery Pass, Smart Shop, recurring orders)
Loyalty and coupons surfaced clearly

Action layer

Reorder, edit, manage

Secondary layer:

Preferences and support

Validation

Lightweight validation and behavioural insights were derived from:

A/B testing :

Strong interaction with savings and coupons
Higher engagement when value is clearly surfaced

Click distribution insights:

High interaction on savings-related areas
Low engagement with unclear or informational sections

Heuristic validation:

Reduced cognitive load
Clear hierarchy of value → action → management

Impact

Behavioural signals indicate:

Registration was the largest drop-off point
20% of users saw unavailable products after slot selection
Late discovery of issues reduced trust and intent

Increased engagement with savings and promotions
Higher visibility of Delivery Pass → improved conversion intent
Faster access to key actions → increased repeat purchases

Registration was the largest drop-off point
20% of users saw unavailable products after slot selection
Late discovery of issues reduced trust and intent

How success would be measured

Registration was the largest drop-off point
20% of users saw unavailable products after slot selection
Late discovery of issues reduced trust and intent

Delivery Pass conversion
Loyalty feature engagement rate
Average basket size
Frequency of reorder actions
Interaction with savings modules

Registration was the largest drop-off point
20% of users saw unavailable products after slot selection
Late discovery of issues reduced trust and intent