Marketplace product case

Improving a marketplace purchase experience

Led product across service business lines at a multi-brand home-services marketplace, with work spanning personalization, pricing presentation, purchase-flow prototyping and metrics.

MarketplacePricing presentationPurchase experiencePrototypingBusiness integrationReporting

Role

Group product manager

Challenge

The pricing and purchase-flow prototype work addressed the purchase experience during a business integration and rebrand.

Approach

Changed how prices were presented to customers
Developed a purchase-flow prototype with the team
Personally built a metrics dashboard and presented weekly to 30 business leaders. Worked with teams on driver and north-star metrics across separate service business lines
Worked with teams on customer-cohort personalization and custom-built flows for roofing, indoor and outdoor painting, and fencing
The owner attributes a reported 50% increase in purchase conversion over 90 days to the personalization and custom-flow work. The baseline, test design and whether the figure represents relative lift or percentage points were not specified; the result has not been independently verified

Deliverables

Updated pricing presentation
Purchase-flow prototype
Metrics dashboard and weekly leadership presentations
Service-specific personalized purchase flows