Unexpected Patterns — How SnappFood Grew Product-Detail Clicks by 8 %
Role: Lead Product Designer — Sept 2022 → Oct 2023
Outcome: +8 % product-detail clicks · Neutral conversion · Scalable card system
What is SnappFood?
SnappFood is Iran’s leading multi-vendor food-delivery marketplace, listing hundreds of menu items per restaurant and handling millions of orders each month. The Unexpected Patterns initiative set out to improve product-listing discoverability while protecting conversion and vendor flexibility.
One-minute snapshot
When we discovered that 1 in 2 shoppers skipped the product-detail page before purchasing, I redesigned the listing experience, introduced a modular card system, and validated it through A/B tests. The result: better-informed orders, happier vendors, and a component library now powering every new marketplace feature.
Context & challenge
In Sept 2022 our data told a worrying story:
- 142 000 add-to-cart events vs 72 000 product-detail views — only half of shoppers checked details before buying.
- 20 % of NPS detractors complained that “food quality didn’t match expectation.”
Goals
| Metric | Baseline | Target |
|---|---|---|
| Product-detail clicks | 1× | ≥ 1.10× (+10 %) |
| Add-to-cart rate in promo blocks | 48 % | 52 % |
| Guardrail: menu use (no promos) | — | No drop |
Solution
Modular card library
We built four responsive card patterns (thumbnail, list, compact, carousel). Each card surfaces price, portion, and ratings up-front, uses a unified primary “Add” button, and applies consistent badges (★ Most Popular, % Discount).
Promo carousel
A horizontal carousel embeds “Most Popular” and “Special Offer” items directly inside the list, cutting scroll depth while avoiding duplication.
Experimentation
| Iteration | Key change | Dates | Verdict |
|---|---|---|---|
| V1 — carousel, no inline “Add” | Users had to open detail page to add item | Feb – Jul 2023 | -10 % conversion → stopped |
| V2 — inline “Add” on cards | Restored single-tap add | 13 Sep – 23 Oct 2023 (A/B 90 %) | Neutral conversion · +2–3 % daily detail views |
With a neutral-to-positive signal, V2 rolled out to an extra 10 % of traffic on 23 Oct 2023.
Impact
- Discoverability fixed: 0/5 retest participants missed card clickability or badges.
- Engagement up: product-detail clicks +8 % vs control.
- No guardrail breach: menu-only shopping unchanged.
- Vendor velocity: modular cards cut offer-setup time by ≈ 30 %.
What I learned
- Never hide a primary action. Removing the inline “Add” cost 10 % conversion.
- Component thinking scales. One library now supports bundles & combos.
- Next steps: test badge-copy clarity, add sticky category bar, automate promo placement with stock signals.