DealCart: Evolving Product for Managed Marketplace Growth

Evolving a grocery app into a multi-vertical ecosystem for Fashion, Electronics, and Beauty. I created the modular UI framework and service logic to drive a 21.2% increase in AOV.

• Product Strategy
• UX Research
• Design System
• Interaction design

Team structure & overview

I worked closely with the Ops and Engineering leads to ensure the hybrid cart logic was technically feasible within our existing 3PL framework.

Context

DealCart was winning in grocery, but the margins were thin. To hit profitability, we had to move into lifestyle categories without breaking the "quick-shop" experience our users loved. The challenge wasn't just adding tabs; it was figuring out how to sell a smartphone and a carton of milk in the same journey.

Market validation & insights

I audited global giants like Noon and Walmart and analyzed 4,000+ user data points to justify the pivot.

The system

I developed a Design Ontology based on Lean UX and the Double Diamond model. This wasn't just a UI update; it was a total re-engineering of the product’s DNA.

Solution and impact

I transformed DealCart from a grocery utility into a modular multi-vertical ecosystem, architecting an adaptive UI and hybrid checkout logic to bridge the gap between rapid delivery and marketplace logistics.

This strategic pivot redefined the company’s unit economics—driving a 68% revenue expansion and a 21.2% increase in AOV, while establishing a scalable blueprint that reduced new category launch times from months to days.