Context
Silpo is one of the leading e-commerce grocery platforms in Ukraine, serving millions of users nationwide. The company operates 310 supermarkets across 60 cities, combining a strong offline presence with a fast-growing digital ecosystem.
Silpo E-com includes a delivery app and web platform that power the end-to-end online grocery experience — from product discovery to checkout and fulfillment.
Problems & opportunities
2 out of 10 guests want delivery from a different store — they are not satisfied with the assortment or the quality of the assortment.
Most web sessions start with traffic from Google directly to a product page. However, guests then leave because the product is out of stock.
Guests are interested in new arrivals and exclusive products.
As the Lead Designer for this feature, I was responsible for the entire process –from defining the strategy to final handoff to development.
01.
I coordinated closely with the CEO, CPO, and product owners, ensuring alignment in decision-making and a shared product vision.
02.
I planned and facilitated research interviews and usability testing sessions, and synthesized insights to inform design direction.
03.
I collaborated with a cross-functional team of 20+ stakeholders, including designers, engineers, analysts, and marketing, driving alignment and execution across disciplines.
Quick overview
Users often couldn’t find the products they needed due to the limited assortment available in their local Silpo stores. As a result, they left the website without completing their order.
01.
Expand the accessible assortment for all users by introducing delivery from a dark hub with an extended product range. Users can choose between immediate delivery from their nearby local store or later delivery from the dark hub, which offers a significantly broader assortment.
02.
Conducted 20+ interviews across different personas to test the full onboarding flow of the new service.
Iteration #1
Most guests understood the core concept of the service, but only a minority perceived it as valuable for themselves.
Iteration #2
The broad audience clearly understands what a dark hub is and how it works. The target audience is excited and eagerly awaiting the launch.
We facilitated 15+ stakeholder sessions, which was essential given the scale and complexity of the project.
The initiative required significant operational transformation — launching a dark hub, preparing couriers for increased workload etc.
Increase in average order value (AOV) by at least 10%.
Reduction in cases where users abandon the purchase entirely due to product unavailability.
Revenue growth of at least 20%.
Improvement in NPS and customer retention.
Solution
We unlocked access to products unavailable in the nearest Silpo store by offering delivery from the dark hub in a later time slot.
What users say:
“Below there are additional products — some exclusive, though not only exclusive. As I understand it, it’s probably just that my local Silpo doesn’t have these kinds of apples.”
“I understood the idea: the first part comes from the nearest store, and then the rest of the products are delivered through another service. It’s very convenient — sometimes delivery time matters to me, and with this separation it’s clear what can arrive sooner and what will take longer.”
Solution
Most web sessions start with traffic from Google or paid ads landing directly on a product page. However, users often leave because the product is out of stock at their nearest Silpo store. Now, products unavailable locally are accessible through the new service, with delivery available in a later time slot.
What users say:
“After 3:00 PM, there’s an option to purchase certain exclusive products. It’s like they’re telling me, ‘Hey, you can place your order later and get access to more items.’”
“This is useful because I want access to the full assortment that Silpo offers — so I don’t have to go around different Silpo stores looking for CBD drinks.”
Solution
We redesigned the “Out of Stock” scenario across all entry points. If a product is unavailable for immediate delivery, we offer an alternative with dark hub delivery directly in the cart.
Solution
We guide users to consciously confirm the service switch by clearly emphasizing the updated delivery time. We understood that this step might reduce conversion to the new service, but we deliberately accepted this trade-off to safeguard overall checkout conversion.
Solution
We leveraged the homepage as the primary entry point, as users often perceive it as a space to discover something new and interesting. We introduced a section with relevant categories, selected based on research insights and analytics, to engage different personas and showcase the extended assortment.
What users say:
“A service that helps people choose extra-unique products — some more premium, some not. Items that aren’t available in every Silpo: interesting finds, whether imported or local.”
“For me, it’s useful because I love ordering fun and unusual things. I’m interested in trying something new. I would use it either to experiment with new products, or when I don’t know what I want for dinner — when I’m tired of the usual options.”
Solution
Since some users choose a later delivery time slot directly from the homepage, we clearly communicate that this option unlocks access to the extended assortment.
What users say:
“For an earlier time slot, it’s products without microgreens and alcohol for 7k. If I want to order something extra, I need to choose a later slot — everything will arrive together, but there will be more items available.”
“It’s simple — if I want three times more products, I choose the slot that offers them.”
16%
Users who switched to the new service added 10% more items to their cart, resulting in a 16% increase in average order value.
2x
Checkout conversion more than doubled.
22%
Revenue from users who adopted the new service increased by 22%.