Company
Biogenique
Category
UX Research & Design
Solving Decision Paralysis Through Data-Driven Personalization
Problem
Users felt overwhelmed by the catalog and unsure about product compatibility, leading to purchase abandonment.
Goals
Simplify the decision-making process for non-experts to increase Conversion Rate and boost AOV.
HYPOTHESIS
By implementing a guided diagnostic tool, we can bridge the gap between user needs and product complexity. Curating a personalized regimen will build trust and significantly reduce friction at the critical "Selection" stage of the funnel.
ROOT CAUSE ANALYSIS
I initiated the project by analyzing current traffic data and surveying 200 active users to understand the 'Why' behind the drop-offs.
ARCHITECTURE & LOGIC
I structured a tag-based taxonomy directly within Shopify. In the algorithm, 'Health Concerns' function as inclusion triggers, while 'Allergies' and 'Incompatible compounds' act as hard exclusion filters.
Biological inputs (e.g., weight, gender) do not influence the MVP logic; they are included strategically to leverage the 'Labor Illusion' effect, reinforcing the perception of a highly tailored diagnosis.
INTERACTION DESIGN
To prevent survey fatigue, the sequence is designed to build momentum by starting with low-friction inputs to establish user investment before advancing to complex queries.
To reduce cognitive load, I designed custom iconography for each option. Visualizing abstract health concepts improves scannability, allowing users to identify their needs at a glance rather than processing dense clinical text.
IMPACT & OUTCOMES
Solving decision paralysis directly impacted revenue. The guided flow built the buyer confidence needed to overcome hesitation. This encouraged the adoption of multi-product bundles (higher AOV) and established the results page as a primary driver for user acquisition.
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