Daraz: Reimagining the Front Door for 3.5M Daily Users
Role
Regional Product Manager
Timeline
2023 - 2024
Scope
5 Countries (PK, BD, LK, NP, MM)
Scale
3.5M Daily Users
Engagement
+10% CTR (New Users)
Conversion
+3% CR (New Users)
The Mandate: Manage the homepage for South Asia's largest e-commerce platform. Though my tenure was short, it was an incredibly rewarding dive into massive-scale B2C product management. By radically reducing cognitive load, optimizing for trust, and solving the algorithmic 'cold-start' problem, we drove double-digit engagement growth just in time for the 11.11 mega-sale.
The Onboarding Churn
New users were dropping off. The homepage was incredibly dense, bombarding day-zero users with 7 different modules. Furthermore, cross-border UX research revealed a massive trust deficit: new users were primarily terrified of fraud and receiving poor-quality products.
The 3-Phase Optimization Play
We executed a three-phase turnaround. Phase 1: Ruthlessly cull modules to reduce cognitive load. Phase 2: Push core trust signals (Free Returns, COD) to the forefront. Phase 3: Gamify onboarding to feed our recommendation algorithms with zero-party data.
Phases 1 & 2: Reducing Noise & Engineering Trust
"You cannot convert a user who is overwhelmed or afraid. We had to strip the homepage down to its absolute essentials."
- Designed and launched rigorous A/B tests to reduce the homepage from 7 cluttered modules down to just 3 focused sections.
- Conducted extensive UX research across 5 distinct regional markets (Pakistan, Bangladesh, Sri Lanka, Nepal, Myanmar).
- Repositioned the UI to aggressively highlight USPs tailored to alleviate user anxiety: 7-Day Free Returns, Cash on Delivery, and Free Delivery.
Phase 3: Feeding the Algorithm
"Data showed our 'Just For You' (JFY) recommendation module was our biggest revenue driver. The problem? We had zero data on new users to feed the algorithm, rendering our best feature useless on day one."
- Designed a gamified onboarding experience specifically to capture user interests immediately upon sign-up.
- Translated zero-party data from the gamified flow directly into the recommendation engine.
- Successfully personalized the 'Just For You' feed for day-zero users, bridging the data gap and immediately driving up conversion rates.
Managing the 11.11 Mega-Sale
Operating a homepage at this scale means every pixel translates to massive revenue impacts. This isn't just about design; it's about robust infrastructure, localized nuances, and high-stakes timing.
- Planned, coordinated, and launched multiple homepage projects ensuring 100% uptime and optimal performance during 11.11, the platform's biggest sale event of the year.
- Balanced the competing priorities of regional teams across 5 distinct countries while maintaining a unified core product vision.
Execution & Responsibilities
As Regional Product Manager for the Buyer Domain, I owned the homepage roadmap, led cross-border UX research, executed high-traffic A/B tests, and translated qualitative user pain points into algorithmic solutions.