Lookpin
More than a place to buy. A reason to come back.
While managing merchandising and promotions, I analyzed traffic and purchase journeys across products and content. I identified growth potential in the outfit discovery tab and redesigned its content structure and product browsing flow. Working with engineering, design, and marketing, we increased traffic by 60% and revenue by 34% in the first month after launch.
- Period
- 2022.02 — 2022.12
- Role
- Level13 (Lookpin) · Merchandiser → Product Planner
READING USER BEHAVIOR
Finding growth potential in purchase data.
Through day-to-day merchandising and promotion management, I followed how users moved toward a purchase. The outfit tab showed strong purchase potential, second to popular products on the home screen, but infrequent content updates and limited browsing options held it back. I identified it as an area where more traffic could translate into revenue growth.
TESTING A HYPOTHESIS
Could better discovery lead to more purchases?
My hypothesis was that greater visibility for outfit content and more opportunities to explore products would increase both traffic and purchases. I introduced a promotional placement for trending outfits, expanded banner space, and increased the number of products featured in each piece of content. The new journey helped users discover multiple related products from a single outfit.
MEASURING RESULTS
Traffic up 60%. Revenue up 34%.
I worked with engineering and design over approximately one month to deliver the update. In the first month after launch, traffic to the outfit tab increased by 60% and revenue by 34%. Turning a behavioral insight into a product improvement with measurable business results led to my transition into product planning.
Editorial content planning
I visited and photographed brands and spaces, creating editorial content for Lookpin’s social channels.
Promotion planning
I ran promotions on a three-week cycle, tracking traffic and revenue by product and campaign. I adjusted assortments and messaging based on performance, and worked with marketing on push notifications and advertising. Revenue management became a continuous cycle of planning, execution, measurement, and improvement.
