Company
Gold Apple
Timeline
2026-Present
Platforms
Initiative 1: Wishlist Discovery Experiment
Problem
Wishlists lived in the Favourites section under a dedicated tab — separate from All Products, which shows everything a user has saved. Entry points for creating a wishlist were limited: the Wishlists tab itself, or a bottom sheet shown when saving a product to favourites. Many users with saved products had never created a wishlist.
Hypothesis
Adding a banner in the Favourites section for users without wishlists would prompt them to organise their saved items — and meaningfully increase wishlist creation rates.
Approach
Users with saved products had low wishlist creation rates. My hypothesis: adding a dedicated entry point in the Favourites section — specifically for users who hadn't created a wishlist yet — would significantly increase adoption. We validated it with an A/B test.
Outcome
Results were statistically significant.
+16.3% — share of users with wishlists among Favourites users
+13.9% — share of users with wishlists among all users
Initiative 2: Post-Launch UX Improvements
Problem
After launch, user feedback revealed friction in the favourites flow. The original logic prompted users to add a product to a wishlist when saving it to favourites — and when removing a product from favourites, a bottom sheet appeared asking whether to also remove it from any wishlists. A routine tap triggered an unnecessary decision every time.
Task
Reduce friction in the removal flow without breaking the favourites–wishlist relationship.
Approach
I redesigned the interaction: instead of interrupting the user with a question, the product now shows a lightweight notification confirming what was removed — from favourites only, or from both favourites and wishlist. The action became instant and the outcome transparent.
Outcome
Eliminated a repeated friction point flagged across post-launch feedback sessions.
Initiative 3: RTL Adaptation
Problem
When I joined the stream, designs for CIS markets were complete and in review. There were no designs for the Arabic (RTL) market, which had to launch simultaneously.
Task
Deliver the full RTL experience independently and on schedule.
Approach
I worked through the complete RTL adaptation — not mirroring layouts mechanically, but reviewing every interaction, icon direction, gesture, text alignment, and component state for Arabic. I also participated in design QA across web, iOS and Android as the team moved toward release.
Outcome
RTL designs delivered on time. Feature launched across all six markets including the Gulf.
Initiative 4: Web Empty States & OpenGraph
The app launched before the web version. I designed empty states for the web wishlist section and collaborated with the content team on imagery. In parallel, I defined how shared wishlists render when sent in messengers — designing OpenGraph card layouts and running QA on the final implementation.
Combined Impact
+16.3%
wishlist adoption (Favourites users)
+13.9%
wishlist adoption (all users)