Decrease drop-off rate @product details page
Data-driven design and experiments
2025 Illumi Award Winner
Synergy Excellence Award
Impact
Conversion rate
+31%
Drop off rate
-2%
YMAL click-through rate
+52%
Cathay Shop
The team
I led the team’s first to use the new internal data analysis tool and the first initiated by a designer. This success:
proved the value of data-driven design, inspiring broader adoption.
strengthened partnership with PMs
elevated the role of design in strategic conversations
positioned designers as key decision-makers.
The company
UserTesting’s 2025 Illumi Award winner
Winner of Synergy Excellence Award
Celebrated in New York with Fortune 500 companies including AWS, American Airline, UPS, L’Oréal, etc.
Represented Cathay to join the Quantum Metric’s annual conference Quantum Leap 2025 to share data knowledge with industry experts.
Decrease drop-off rate
prototype
Company
Cathay Pacific Airways
- Cathay Shop
Timeline
2025 Jan-June
*To-be launched in 2025 Q3
Role
UX/UI designer
What powered this project
Data analytics, AB test,
data-driven design, mobile
Cathay Shop is the third-largest revenue contributor for lifestyle products within Cathay, one of the world’s top three best airline.
I led the project to enhance product details page, the most landed page in Cathay Shop, which struggles to retain customers with the drop off rate as high as 72%.
Data-driven design and experiments of Cathay Shop
