Vladislav Kondrashov

Afisha is a leading platform for discovering and purchasing tickets to events such as movies, concerts, and performances. I was responsible for overseeing the entire product across web and mobile platforms.

Upon analyzing the purchase funnel, I identified several redundant steps in the process for events hosted at a single venue, such as theater performances. Collaborating closely with the design team, we devised a streamlined flow tailored to this case to reduce the number of steps. After working with the engineering team to implement the new flow, I launched an A/B test to validate the approach. The simplified flow resulted in a 121% increase in conversion to purchase within the test group, prompting us to offer the solution to 100% of the audience.

SberMarket is a leading online grocery service. In this project, I was tasked with managing the web and mobile apps for end users.

At the start of the pandemic, we experienced a massive surge in demand, which caused significant delays in delivery times. Orders that were typically delivered the same day now took up to a week, placing considerable strain on our support team, who were overwhelmed by a high volume of calls. I began investigating how we could better support users and identify the reasons behind their increased support inquiries.

Through my research, I discovered that approximately 80% of support calls were related to order modifications—users often wanted to add items they had forgotten during the initial purchase. To address this, I took the initiative to develop a solution using an MVP approach. We designed a straightforward interface that guided users on how to add items to existing orders. We then implemented a feature allowing these additions, with certain limitations, and rolled it out in several cities, as we lacked an A/B testing solution at the time.

The solution increased average order value (AOV) by 17%, reduced the cancellation rate, and virtually eliminated support calls related to this issue.

The company focuses on selling tickets, and from a product perspective, I was responsible for optimizing the conversion rate. A data analysis revealed that users loved event selections curated by our editors. These curated selections were highly popular because they simplified the decision-making process by offering pre-selected events, and the conversion rate was notably high on these pages or screens in the app.

However, the challenge was that users could not discover this feature easily. To address this, I proposed integrating stories into the user experience to boost retention, create a sustainable habit for users by delivering interesting content daily, and enhance the conversion rate.

We designed the interface, UX, and animations and launched an A/B test. Unlike typical implementations where companies need to build a CMS and produce content from scratch, we already had a wealth of content ready to go. Our task was to present it in a fresh, visually engaging, and appealing container.

The solution boosted the conversion rate and retention while enhancing overall user engagement.