Licious: Reworking the E-commerce Journey

Licious needed customer journeys that helped people find products, decide faster, and complete an order with less friction. I worked across the product lifecycle, using funnel data and customer behavior to prioritize changes in discovery, conversion, engagement, and post-order communication.

I restructured product presentation and introduced filters to improve discovery. I also redesigned a five-step journey into two steps and changed the initial login flow around purchase intent. The aim was to remove unnecessary decisions from the path to purchase while keeping the experience clear.

Commercial and engagement work included cart cross-selling for products with shorter shelf lives, a couponing system with more than 25 combinations, newsletter subscriptions, referrals, and cashback. I served as the point of contact for implementing CleverTap and WebEngage, covering tool selection, event and attribute definitions, segmentation needs, and data checks.

I also redesigned SMS communication and added live tracking so customers had clearer order information. This reduced avoidable support demand and improved the post-order experience.

Across these initiatives, the product structure work increased growth by 50% and visibility by 60% while reducing order cancellations by 40%. The shortened flow reduced drop-offs by 50%, and the revised communication flow reduced calls by 50%.