This project started with a broad discovery phase to understand why reordering on eazle felt harder than it should. We dug into data from GA4, Hotjar, path analysis, focus groups, and market research to map the pain points. The problem became clear: users struggled to find previously purchased products, which made reordering inconvenient and increased the risk of drop-offs.

Through workshops and prioritisation sessions with the product team and stakeholders, we uncovered a key insight: for most users, ordering and reordering are almost the same. Up to 80% of items in a basket are repeat purchases, yet the app treated reordering as a secondary flow. This mismatch signaled a big opportunity.

We explored design directions that would make reordering effortless. One promising approach was to adjust the default sorting algorithm so that frequently purchased products appeared first. To validate this, we planned an A/B test, while also running copy tests to find the right wording. We wrapped up by sharing our findings with leadership to align on next steps.

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