Case Study
Clever Market
Same-Day Delivery Marketplace
170K+
Downloads
4.6★
Rating
$50M
Acquisition
Founding Design Lead . 2020-2022 . Solo -> Team of 2
5 products: Customer App, Seller Dashboard, Warehouse System, Driver App, Admin CRM
The Problem
Trust Was Broken
People didn't avoid online shopping because of technology. They avoided it because of broken promises.
77%
of Kazakhstanis didn't shop online because they didn't trust delivery
"
I don't need a million options. I need to know it will actually
arrive before my husband gets home from work.
- Aida, working mother (became our primary persona)
This one quote killed 8 weeks of catalog-building and redirected the entire product strategy.
The Insight
Reliability Beats Selection
We'd been competing on the wrong dimension entirely.
In card-sorting exercises with users, the choice was
overwhelming:
8 out of 10 participants chose "curated selection with same-day delivery" over "large catalog with 5-7 day delivery."
They didn't even hesitate.
❌ Our Assumption
Large catalog
5-7 day delivery
✓ User Reality
Curated selection
Same-day delivery
8 of 10 users chose reliability over variety
Key Decisions
Trade-offs That Shaped the Product
Every decision involved a sacrifice. Here's what I chose and why.
1
Promise First, Deals Second
Marketing wanted deals above the fold. I put the delivery promise there instead - "Order by 2pm, delivered today" in 32sp font.
34% higher conversion in A/B test
2
Unified Cart
Operations wanted separate carts (simpler picking). I pushed for one cart, one delivery - then redesigned warehouse pick lists to
make it work.
18% higher order value
3
Personal, Not Corporate
Changed "Track Order" to "See where Damir is" - using the actual driver's name and photo. Made delivery feel human.
15% higher satisfaction
4
Photos in Warehouse
Pick lists showed text only. Pickers made errors. Added product photos - visual recognition is faster than reading.
12s -> 7s pick time
Iteration
When I Was Wrong
Before
5-Step Checkout
1. Address
2. Delivery Time
3. Payment Method
4. Order Review
5. Confirmation
Completion Rate
62%
→
After
3-Step Checkout
1. Address + Time
2. Payment
3. Confirmation
Completion Rate
73%
The Ecosystem
5 Products, One Promise
Each product's success depended on the others. The customer app was
just the front door.
📱
Customer App
The front door
↔
🏪
Seller Dashboard
E-commerce in a box
↔
📦
Warehouse
7-second picks
↔
🚗
Driver App
Zero friction
↔
🎯
Admin CRM
Full visibility
Results
The Numbers
20K+
Active Users
Year one
30%
Cart Abandonment
vs 45% industry avg
65%
First-Time Online Buyers
Never shopped online before
$50M
Acquisition
Now Teez marketplace
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