boo.ua — Homepage Entry Flow

Personalized Entry Point

When we started there was more artificial structure on the home page than the inexpensive goods users really came for. We approached the homepage optimization task by dividing all users into three groups:
✓ authorized;
✓ not authorized, the first visit;
✓ not authorized, returning visitor.

Clustering allowed us to add more context to the page structure. An authorized user should obviously find more use from personalized collections of goods and categories. And vice versa – at the first visit, it’s crucial for the visitor to find out where they are and what value they can get here.

Unique product sections for every particular user were designed based on information about previously viewed or purchased products, categories, and trends of interest within the website.

Special kudos to Vladyslav Dobryda who did great on the UI side of this project.