My Role
This was a solo project where I took full ownership, covering both Product Design and Product Ownership.
I was responsible for the entire product cycle – from defining the strategy and KPIs, through user flows and design execution, to final documentation for developers.
The Business Challenge
Traditional marketplaces are complex, time-consuming, and cognitively heavy. On average, completing a purchase requires 6–8 steps and takes about 7 minutes.
The goal was to design an AI-first marketplace that reduces checkout time by 70% and lowers user effort through conversational, voice, and guided flows.
Checkout Time & Steps
AI-first flow reduced purchase time by 70% and steps by 60%
User Satisfaction (survey data)
Testing showed significantly higher satisfaction and adoption of the AI-first flow.
Willingness to reuse (%)
Percentage of users indicating intent to reuse AI-assisted checkout flow (user testing survey).
Adoption Rate: Buyers vs. Sellers
AI-first model significantly increases adoption for both buyers and sellers.
Strategy & Process (Ownership angle)
This project followed a lean, ownership-driven process where I combined strategic decision-making with hands-on design execution.
Phase 1 – Research
-Competitive analysis (benchmark: Allegro checkout → avg. 7 min)
-User interviews (n=8 buyers, n=4 sellers) → insights: complexity + lack of trust in AI
Phase 2 – Ideation
-Defined core hypothesis: “AI can reduce checkout flow to < 2 minutes while maintaining seller control.”
-Created initial flows (voice, chat, click).
Phase 3 – Prototyping
-Built lo-fi & hi-fi prototypes for buyers and sellers.
-Introduced badge/filter system → AI interprets natural queries.
Phase 4 – Testing & Iteration
-Usability test (n=12, mixed group buyers/sellers).
-Metrics:
-83% successfully completed task in <2 min.
-75% reported higher clarity vs traditional flows.
-Sellers: 65% adoption intent after AI-assist demo.
As both Product Designer & Product Owner I defined priorities, trade-offs, and KPIs for the MVP. This ensured alignment between business goals and user outcomes.
User Research & Personas
Validating assumptions and aligning business goals with user needs.
Flows & Architecture
Designing flows and structures to balance buyer simplicity with seller control.
Design Execution
Moving from strategy to execution, I translated user flows into tangible UI screens. I iterated from low-fidelity wireframes to high-fidelity prototypes, validating key interactions. I designed with scalability in mind, preparing a component library for future development.
Replacing hidden filter menus with transparent, AI-generated badges significantly reduced friction and built trust in the system.
User Testing & Validation
Validating the AI-first hypothesis with users.
Outcomes & Impact
This project validated the concept of an AI-first marketplace and demonstrated its potential to radically simplify commerce. As the sole owner, I managed strategy, UX, and delivery — completing a full end-to-end cycle.
Key Outcomes
This case study demonstrates my ability to act as both Product Designer and Product Owner — delivering strategy, design, and execution in one cohesive process.
Reflection / Next Steps
Ownership taught me how critical trade-offs are in AI-first design – balancing trust, control, and efficiency.
Before moving into development, I prepared detailed checklists for dev teams to streamline manual and automated testing. I also defined key growth metrics and proposed phased validation (v1 → v2 → v3), ensuring that each release builds measurable user and business value. The next step would be real-world A/B testing of trust signals and seller workflows.
This project reflects my ability to own the entire product lifecycle – from product vision and strategy to design delivery and dev handoff. If you’re looking for someone who combines product strategy with hands-on design execution, let’s talk.
