Context
Repeat customers do not move through the site like first-time visitors. They bring previous prescriptions, purchase memory, brand familiarity, and different friction points. The product work needed to respect that context without fragmenting the commerce experience.
Problem
- The repeat-customer funnel had opportunities hidden across journey steps.
- Product decisions needed to connect UX, data, and commercial performance.
- Teams needed sharper prioritization around customer behavior, not only page-level changes.
Approach
The work combined funnel analysis, journey design, stakeholder alignment, and iterative product delivery. Instead of treating conversion as a single page metric, the work looked at the full path from returning intent to completed purchase.
Decisions
- Prioritize repeat-customer friction with measurable commercial impact.
- Keep the experience consistent across markets while recognizing local needs.
- Use analytics and qualitative signals to frame the product roadmap.
Impact
- 30% increase in repeat-customer conversion.
- Better alignment between growth priorities and product execution.
- A clearer customer journey model for future experiments.