A project from
Personalisation
how brands deliver curated content
for shoppers on their app, using AI
Outcome
Curate content in minutes, not days
INTRO
the Big Picture
decision makers
founders
brand managers
digital marketers
task executioners
shopify developers
marketing designers
focus areas
increase revenue & build loyalty
maintain identity & web parity
manage integrations
PRODUCT
Product in Focus
How App & Product Relate
An app is built & maintained at Appbrewin 2 distinct stages.
What's Relevant for this Project
Personalisation sits in the Design section of the Product, where users manage content for their app.
Design Section
Pages Panel
Blocks Panel
Edit Panel
What was my Role
My job was to understand the core user problem and design an optimal solution on the product.
Co-Founder (CTO)
Product Roadmap
Tech Architecture
Product Manager
Problem Scoping
Customer Research
Product Designer
Solution Scoping
Final Design
3x Engineers
Development
PROBLEM
Outlining the Problem
What Users want to Achieve
Users want to curate a shopping journey that is directly relevant to the app users' shopping journey.
for select customers
discount for signing up
curations for loyal shoppers
discount on first order
for select locations
same day shipping
festive discounts
enable store locator
for select inventory
alert out of stock products
highlight no returns policy
upsell specific variants
for cart status
discount for high value
discount for bulk buyers
direct when empty
for select duration
limited-time discounts
schedule promos
seasonal campaigns
for select app versions
app update alert
device-related features
hide OS bugs
How it Worked before Design
Users created content on the product & request custom development to Appbrew for personalising.
What Problems are in Focus
Problem
Custom dev requests take days to go live, even for critical content or campaigns
Problem
No way to preview custom coded content, hindering content decisions
SOLUTION
Mapping the Solution
How Problems were First Addressed
Enable users to apply visibility rules to content, so that it's visible to select users only.
Solution
Enable visibility rules for content blocks & bottom nav, covering most use cases.
Solution
Preview updates on key pages, where rule-based changes are most visible
Rule Scope
Rule Types
Preview
Constraint
Can't deviate from app framework, like creating rules for content pieces.
Constraint
Global preview updates is too large to be feasible, given the tech limits.
Constraint
Rulesets in Phase-I was too complex for users & outside tech availability.
Constraint
Project launched under legacy design system (updated design system used here).
How Problems were Addressed Again
The final upgrade used AI to allow complex rulesets while lowering the learning curve.
Solution
Create visiblity rules using natural language for a more intuitive setup.
Constraint
Same constraints as Phase-I, except rulesets are more accessible with AI.
Constraint
Manual UI will still visually loaded for creating complex rule combos.
DESIGN
Crafting the Interface
Access to Visibility Rules
Rules can be applied to any block. That informed all its access points & visibility statuses.
Add Block Modal
Design Panels
Bottom Nav Panel
Rule Management
Visibility icon opens the modal for applying rules, for which I iterated towards the simplest mental model.
ITR-1
ITR-2
ITR-3
ITR-4
ITR-Shipped
Rule Setup
All use cases surfaced collapsed under 7 broad rules.
Schedule
Cart State
User State
Buying History
Shopify Tags
Countries
App Versions
Preview States
Preview updates contextually on key pages only – Product, Cart, Account – where rules are most relevant.
Product Page
Cart Page
Account Page
Rule Setup with AI
LLMs have removed the need for context on the UI. Users can now chat, evaluate & set rules in plain language for simple & complex rulesets.
ITR-1
ITR-2
ITR-3
ITR-4
ITR-Shipped
Rule Management with AI
The best way to place the AI method is the one that accounts for primary use cases the best.
ITR-Drafted
ITR-Shipped
OUTCOME
the Aftermath
What Changed
Outcome
Workflow duration to personalise content went down from days to minutes.
Outcome
~95% of dev requests for personalisation dropped, saving time & money for all.
Outcome
Brands report better product discovery & higher revenue on sales campaigns
Outcome
More control for Brands, enabling more iterations & better decisions.
What Changed
Outcome
Covered all known use cases, including complex rulesets for enterprise brands.
Outcome
Lowered learning curve for old users, while maintaining setup speed for new users.
What to Improve Next
Up Next
Better visibility of access points to make it easier for new users without help.
Up Next
Integrate with content editing & enable content-based suggestions with AI.
Up Next
More dynamic preview to account for rules applied across the app.
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