Explain value
Make the benefit understandable before asking for an action.
02 / 05
App · Mobweb · Web
Ozon Tech
The technology team behind a leading Russian e-commerce marketplace.
65M+active buyers · 2025
Company dataOzon Tech · Loyalty · Cross-domain
Ozon Stars at the moment of purchase
Loyalty already existed, but looked and behaved differently across Ozon. Together with the teams, we built shared rules so the value would be clear at the moment of purchase.
What we did
Built shared loyalty rules for PDP, product tiles, and other key screens.
Problem
Ozon Stars behaved differently and were easy to miss during purchase.
Outcome
+40.9% connections, +26.5% earning, and +30.8% spending.
Problem
Users did not see one clear loyalty program.
Ozon Stars worked across different parts of the product, but looked and behaved differently. The value was easy to miss during purchase, while teams solved similar problems separately.
How it works
What to show, and where to show it.
The message depends on the user’s state, while the action depends on the screen. This is not a sequence of steps.
This is not a sequenceTwo things shape the screen
Loyalty status defines the message. The place in the product defines the action.
01Loyalty status
Use in context
Bring rewards into the purchase scenario instead of sending the user elsewhere.
02Place in the product
Purchase moment
Adapt CTA and value to the current state.
Recognition
One visual language across listings and recommendations.
What we changed
Built one set of rules across every touchpoint.
- 01
I connected loyalty to the purchase journey instead of keeping it in a separate section.
- 02
Defined what people should see at different loyalty states.
- 03
Designed the mechanic for PDP, product tiles, and other key screens.
- 04
Together with the teams, we built shared rules and components instead of local solutions.
- 05
Coordinated decisions across 10+ teams and supported the launch.
Outcome
More people started using loyalty.
+40.9%CR to connect loyalty
+26.5%CR to earn stars
+30.8%CR to spend stars
Not a single banner, but shared rules for where to explain value, what to show in each state, and which action to offer. Teams could reuse one mechanic across the product.
Designs
The full case in Figma.
Open the source design to zoom in and inspect every detail.
Ozon Tech · PDP · 2024–2025
Making the product page easier to understand
Product designInformation architectureDesign system