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001 Mobile-First Infrastructure Overhaul
 Redefining Mobile Navigation Architecture IA · +72% CVR Uplift
WCONCEPT


Experience the Future of Discovery
"By integrating AI-driven visual attributes, we transformed a static product list into an interactive discovery engine that understands user intent beyond keywords — achieving a +74% ATC uplift."






Overview: To break through the limitations of keyword-based navigation, we executed a strategic initiative to integrate AI-Vision technology into our search and filtering systems. Representing the design track within a cross-functional Task Force (TFT), I collaborated with department leads to implement semantic search and interactive visual filtering (Virtual Mannequin). This comprehensive overhaul transformed a static product list into an intuitive discovery engine, resulting in a 74% increase in the Add-to-Cart (ATC) rate.






 Context:
As Wconcept’s catalog expanded beyond 100K+ SKUs, traditional text-based search became a significant barrier. Data revealed a high frequency of "search-to-abandonment" loops, where users were forced into repetitive manual filtering or deep-paging (navigating to 2nd/3rd pages) because initial results failed to meet their intent.
The mission was to eliminate these discovery dead-ends by leveraging AI that understands "style intent" beyond literal text matches.




 A. Problem Discovery
Identifying Search Inefficiency through Behavioral Audits

The Voice of Users
45% of respondents identified Search and Product Lists as their primary pain points.
High Bounce / Re-query (19%+)
Immediate exit due to low search relevance.
Inefficient Sifting (3~4%)
Excessive reliance on manual filtering tools.
Discovery Failure (12.56%)
Users forced into deep-paging beyond the 1st fold.
The Voice of Users
45% of respondents identified Search and Product Lists as their primary pain points, calling for a fundamental discovery overhaul.
Behavioral Evidence of Discovery Failure
Heatmap analysis reveals a significant 'search-to-exit' loop. Approximately 20% of users immediately re-engaged with the search bar or retreated to category lists after seeing the initial results. Combined with heavy pagination (12.56%), this data proves the legacy engine's inability to surface intent-matched products on the first fold.

a.
Action Synthesized qualitative survey data with post-search behavioral heatmaps to identify friction points.
b.
Impact Validated that 45% of users identified Search and Product Lists as their primary pain points. Heatmaps further confirmed a 19%+ bounce/re-query rate and critical reliance on deep-paging (12.56%), proving the legacy engine's failure to surface relevant items on the first fold.
a.
Action Synthesized qualitative survey data with post-search behavioral heatmaps to identify friction points.
b.
Impact Validated that 45% of users identified Search and Product Lists as their primary pain points. Heatmaps further confirmed a 19%+ bounce/re-query rate and critical reliance on deep-paging (12.56%), proving the legacy engine's failure to surface relevant items on the first fold.





B. Solution: Beyond Keywords
 Transitioning from Manual Sifting to Intent-Based Exploration
B-1. Search
BEFORE
AFTER
B-2. Filter
BEFORE
AFTER - mannequin filter
AFTER - occasion filter (wedding)
AFTER - occasion filter (festival)

a.
Action Shifted from literal keyword matching to AI-Vision attribute analysis, allowing the engine to "see" and categorize products based on visual data (e.g., lace details, silhouettes).

Introduced an Interactive Virtual Mannequin filter, enabling users to filter 100K+ SKUs by simply touching garment areas instead of using technical fashion terms.
b.
Impact Successfully lowered the cognitive barrier for discovery and eliminated navigation dead-ends, ensuring a seamless transition from search query to relevant product exposure.
a.
Action Shifted from literal keyword matching to AI-Vision attribute analysis, allowing the engine to "see" and categorize products based on visual data (e.g., lace details, silhouettes).

Introduced an Interactive Virtual Mannequin filter, enabling users to filter 100K+ SKUs by simply touching garment areas instead of using technical fashion terms.
b.
Impact Successfully lowered the cognitive barrier for discovery and eliminated navigation dead-ends, ensuring a seamless transition from search query to relevant product exposure.





C. Recommendation: Personalized Discovery Hub
Transforming Product Detail Pages into Tailored PLPs
BEFORE
AFTER

a.
Action Deployed a multi-layered recommendation feed at the bottom of the PDP, transitioning from a passive tab-system to an active discovery flow (Brand Affinity, Aesthetic Similarity, Cross-Category Coordination).

Implemented sticky anchor navigation (Details, Reviews, Recommended) and a "Back to Top" shortcut to maintain usability across the extended page depth.
b.
Impact Maximized product exposure by aligning recommendations with the user's immediate aesthetic interest, effectively creating a "Personalized PLP within a PDP" that significantly increased high-intent engagement.
a.
Action Deployed a multi-layered recommendation feed at the bottom of the PDP, transitioning from a passive tab-system to an active discovery flow (Brand Affinity, Aesthetic Similarity, Cross-Category Coordination).

Implemented sticky anchor navigation (Details, Reviews, Recommended) and a "Back to Top" shortcut to maintain usability across the extended page depth.
b.
Impact Maximized product exposure by aligning recommendations with the user's immediate aesthetic interest, effectively creating a "Personalized PLP within a PDP" that significantly increased high-intent engagement.





D. Performance & Validation
Proving Success through High-Intent Conversion Metrics
74%Increase in ATC Rate Achieved a significant uplift in the Add-to-Cart rate by reducing discovery friction through visual-first navigation.
32%Growth in search conversion Improved the relevance of search results by decoding semantic intent and visual attributes.
2.4xHigher Product Exposure Expanded the variety of products encountered by users through a multi-layered, AI-driven recommendation logic.
Scalable
DiscoveryAlgorithmic Architecture
 Shifted from manual product curation to an automated, AI-vision powered framework that scales with 100K+ SKUs.
74% Increase in ATC Rate Achieved a significant uplift in the Add-to-Cart rate by reducing discovery friction through visual-first navigation.
32% Growth in search conversion Improved the relevance of search results by decoding semantic intent and visual attributes.
2.4x Higher Product Exposure Expanded the variety of products encountered by users through a multi-layered, AI-driven recommendation logic.
Scalable
Discovery Algorithmic Architecture Shifted from manual product curation to an automated, AI-vision powered framework that scales with 100K+ SKUs.


a.
Action Monitored key conversion indicators and interaction depth following the AI-vision integration.
b.
Result Achieved a 74% relative uplift in the ATC rate, and a 32% growth in search conversion. The algorithmic architecture improved product exposure by 2.4x, confirming that an intent-based discovery engine is a critical driver for large-scale e-commerce growth.
a.
Action Monitored key conversion indicators and interaction depth following the AI-vision integration.
b.
Result Achieved a 74% relative uplift in the ATC rate, and a 32% growth in search conversion. The algorithmic architecture improved product exposure by 2.4x, confirming that an intent-based discovery engine is a critical driver for large-scale e-commerce growth.