Yandex Lavka —
Homepage Redesign

Context

Yandex Lavka is a large-scale grocery delivery product.

Research A/B tests showed that personalized recommendations on the homepage significantly increase GMV and basket diversity.

However, the homepage had limited space to highlight new features, promotions, and monetization opportunities as the business scaled.

My role

Senior Product Designer.
I owned the design process end to end: problem framing, research synthesis, concept development, experimentation, and collaboration with product, research, and engineering teams.

Lavka homepage before the redesign — Before

Redesigned Lavka homepage with personalized recommendations — After

That was
before

Problem

Users rarely scrolled the homepage.

Promotional banners and feature highlights placed below the first screen were largely ignored.

At the same time, recommendations proved to be a strong growth driver when surfaced early

Key insight

Qualitative research and analytics showed that users focus almost entirely on the first screen.

Research experiments confirmed that moving recommendations into the first screen doubled purchase conversion from the homepage.

👩‍💻

Communications on the Main page

This is the Welcome zone, which immerses the customer in a cool assortment, discounts, unusual offers, and a shopping and new product inspiration feed;

💎

Promo block

The main place for the most important communications and partner integration: new opportunities, big discounts, and large promotions;

💖

Recommendation feed

Endless immersion, more entertainment content: stories, advertising banners, festivals, collections, interest-based recommendations, mostly about impulse purchases;

⚡️

Signals

Systemic: The shop is broken, the courier is late, and the refrigerator is not working. All of these signals should not look like a promo, but rather be short, informative, and systemic.

📣

Informers

Technical — in the signal. Promo — tape or industrial unit. Settings/evaluation — in the profile.
The order status informer remains on the main page

💡

The backlight

The photo’s background, animation, and overlay don’t conflict with each other, and if we use animation, it has a limited display time, well-thought-out rules, and supports storytelling.

📣

Informers

Technical — in the signal. Promo — tape or industrial unit. Settings/evaluation — in the profile.
The order status informer remains on the main page

9:41

Features,
big promo

Fixed ads
without rotation

Rotation: Big promotion, outflow, promotion, newcomer discount, ready-made food, festivals

━━━

Recommendations feed

Stories / About Lavka

Solution

I proposed restructuring the homepage layout to surface recommendations higher while supporting multiple business goals.

However, the challenge went far beyond layout changes — it required rethinking promo blocks, aligning stakeholder goals, and designing scalable solutions for multiple business areas.

Key decisions

Redesigned navigation into a familiar horizontal tab-based format to free space for recommendations.

Introduced a dedicated promo block as a scalable alternative to a traditional feed.

Consolidated fragmented promo carousels into compact, structured blocks.

Designed a mixed media feed where content and products coexist, driven by user interests.

Due to the scale of the redesign, we worked iteratively, validating each step through experiments and gradually shaping the final solution.

Impact

Personalized product feed powered by ML models delivered a stable +3.4% GMV uplift.

Premium promo placements contributed 24% of the annual advertising revenue target.

Promo block successfully supported seasonal campaigns and new feature launches.

The bottom tab bar did not increase metrics, but also did not negatively affect performance — project goals were achieved without regression.

Learnings

This project strengthened my system-level design thinking and process ownership skills.

I worked closely with researchers, engineers, and stakeholders to balance user needs, business metrics, and long-term scalability.

Yandex Lavka —Homepage Redesign