Destination Experience
Driving Growth by Creating a Tailored Journey
Product Design
Strategy
overview
Blibli is an Indonesian e-commerce platform offering a wide range of products from retail goods to digital services. This case study explores how we redefined the shopping experience across its key categories—Groceries, Gadgets & Electronics, and Fashion & Beauty—to enhance engagement, conversion, and retention through tailored user journeys.
Company
Blibli (E-commerce), 2024
My Role
As the Design Lead, I collaborated closely with PMs, Devs, Marketing, and Commercial teams to shape strategy, align insights, and drive collective improvements across the user experience—while also leading the design of key user flows.
Background
THe Challenge
↓ 30% in transacting users
↓ 10% in conversion rate
↓ avg. new customers & retention rate
Blibli faced a steady decline in customer acquisition and conversion between 2022–2023. Despite strong brand awareness and positive perception, data revealed a growing gap between brand awareness and actual purchase behavior.
Strategic direction
Refocus on high-performing categories, defined as “Destination Categories.”
To address the decline, the company envisioned an opportunity to refocus on high-performing categories, that consistently contributed to margins and customer traction, which was defined as “Destination Categories.” We identified 3 key clusters with overlapping traits, purchase patterns, and growth potential:
Groceries: Bliblimart, Health & Beauty
Gadgets & Electronics: Handphone & Gadget, Computer & Gaming, Camera, Electronic
Fashion & Beauty: Women’s Fashion, Men’s Fashion, Muslim Fashion, Sports & Outdoor Activities, Watch, Mom & Kids
BUSINESS KPI
OBJECTIVES
Building on this insight, our goal is to position Blibli as the go-to destination for these destination categories by driving improvements across 3 key pillars (Marketing, Commercial, and Product & UX) with shared business KPIs:
Increase active users — expand the customer base and deepen engagement.
Boost conversion rates — turn more visitors into paying customers.
Grow customer lifetime value — encourage more frequent and higher-value transactions.
Research
Insights
Research
OBJECTIVES
Our goal was to understand user intent, behavior, and barriers across each category journey, so we could inform product experience improvements and validate our solution hypotheses. To gather insights, we employed the following research methods:
User interviews – explored behaviors, motivations, and pain points.
Stakeholder focus groups – gathered internal perspectives and aligned on priorities.
Analytics review – analyzed category performance and funnel metrics to spot opportunities.
Competitor benchmarking – assessed market standards and differentiation.
Users’ Key Value Consideration
Distinct User Behavior for each Destination Category
PRoblem Framing
& Hypothesis
How might we create a more seamless and relevant shopping experience to improve engagement and conversion across the Destination Categories?
Curating destinations around similar trends will increase cross-sell opportunities especially when they’re in a browsing or exploration mindset.
→ Improve recommendation relevance, resulting in larger basket sizes.
Tailored experience, layout, and curation to the distinct behaviors and motivations to meet user’s specific needs for each category destinations.
→ Create a more seamless, relevant experience to improve engagement and conversion rates.
Design
Solution
TOUCHPOINTS
Identify key touchpoints across the user journey to uncover pain points and opportunities that optimize engagement and conversion throughout the funnel.
Landing PAge
Curate each catalog experiences to inspire exploration
Design dedicated landing experiences for each destination category, tailoring product curation and visual storytelling to match user intent and exploration mindset. Each page highlights relevant themes, inspiration, and product assortments that resonate with how users approach that specific category—driving engagement and cross-sell opportunities.
Groceries
Gadget & Electronic
Fashion & Beauty
Entry Point to Landing Pages via Homepage
A/B Test Experiments
To validate our design direction, we conducted A/B experiments on the homepage widget and complemented them with rapid usability tests to learn which version best motivated users to explore.
Product Card UI
Design behavior-driven interfaces
Adapt the interface and content based on category-specific patterns. Design customized experiences that align with user behavior: reflecting search entry points (store- vs brand-centric), buying patterns (planned vs impulse), and content needs (specs, videos, reviews), etc.
Search discovery
Refine search with tailored filter suggestions
Enhance the search experience by providing dynamic, context-aware filter options that help users narrow results and find relevant products effortlessly.
Groceries
Gadget & Electronic
Fashion & Beauty
High-level Flow Journey
TEchnical Challenges
& limitations
Understanding Technical Architecture and Legacy System
Given time and bandwidth constraints, we focused on enhancing the existing system and pages rather than building everything from scratch—identifying which pages required less technical effort, while ensuring the overall journey remained seamless.
Developing Landing Pages Through the Content Management System (CMS)
Leveraging existing components while defining new requirements or creating new components as needed.
Impact
& Metrics
Following
the MVP launch
+ 56.3% CTR
Increased almost 2× higher than before.
↑ Avg. Basket Size (1.48 → 2.36)
↑ Max. Basket Size (3 → 5)
With Add-to-Bag introduced on product cards,
more users add items directly, bypassing PDP.
