iCook's e-commerce GMV was growing, but operations wanted more levers to lift average order value. After weighing feature impact against development cost, we prioritized a mix-and-match bundle mechanic: consumers could freely select variants within a single product card and unlock discounts once they hit a quantity threshold. One feature served three stakeholders at once — consumers got a reason to add more, suppliers gained a clearer participation incentive, and marketing opened up new promotional combinations. B-side, C-side, and operations all benefit from a single release.
Collaboration Cost Reduction -30%
Development Time Saved 20%
Challenge
Making requirements legible across both a complex system and a complex organization？
System architecture was undefined at the start. We mapped it ourselves first, then brought flow diagrams into engineering kickoffs to align on technical feasibility, while working in parallel with operations to confirm scope in plain language. Ambiguity narrowed from both sides.
The risk lived in the details. SKU combinations, bundle constraints, and post-launch field-locking rules all had to be resolved during the design phase, not after handoff. Continuous alignment with backend engineering kept spec delivery clean.
When development capacity ran low and requests kept arriving, absorbing scope quietly wasn't the answer. We surfaced the constraint to stakeholders directly and worked with the IT Lead to coordinate cross-team resources and reorder the backlog.
Design Strategy
Starting from business goals, we broke down requirements layer by layer, aligning perspectives across stakeholders into a shared minimum viable solution. The aim: an experience consumers find genuinely useful, a clear incentive for suppliers to participate, and a feature set operations can manage without overextension. Reduce friction, speed up delivery, and measure revenue impact sooner.
Design Decisions
Keep it inside the familiar product card Consumers already know how to interact with product cards. Adding free selection within that existing module kept onboarding near zero and minimized the number of pages engineering needed to touch.
Show the math as it happens
During selection, users see remaining unchosen slots and discount progress update in real time. The gap itself becomes the motivation to keep adding.
Build for the next request, not just this one
Mix-and-match wasn't treated as a one-off feature. Components were added to the design system so future business requirements can extend the spec directly, without starting over.
Extend the backend, don't rebuild it.
New functionality was built within the existing development framework. Understanding the underlying data architecture upfront meant design decisions mapped cleanly to engineering logic from the start.
Role / Research・UIUX Design・Design Guide
Company / Polydice, Inc.
Business Growth