01 · Systems for behaviour · Tata CLiQ
Teams were shipping nudges one at a time, and each new one competed with the last. I paused feature delivery to build a shared framework first, trading short-term velocity for results that compound across the funnel.
1.9×
PLP → PDP click-through
+27%
cart-addition rate
+35%
conversion on the mobile Categories tab, with 60% less drop-off
Context
Individual teams kept shipping one-off nudges (cart reminders, low-stock flags, filter prompts) with no shared logic. The result was visual noise and duplicated engineering effort.
The decision
The fork
Keep shipping nudges case by case as teams requested them, or pause feature delivery to build a reusable, configurable nudges framework first?
Why this, not that
The one-off approach was already showing diminishing returns. Each new nudge type competed with the last for attention instead of compounding.
A shared framework let us reason about frequency, placement and hierarchy across the whole funnel, instead of feature by feature.
The system
I designed a complete nudges framework to show contextual price, stock, customer-data and offer nudges across PLP, PDP, wishlist, cart and even the homepage, on mobile and desktop.
Same thinking, across the funnel
Tags framework
Tags on CLiQ weren’t logic-driven and were overused in places. I built a framework with four types: primary (logic-driven), secondary (configurable attributes), out of stock, and ad (for promoted listings).
Progressive filters
Logic-driven progressive filters on the PLP adapt to each selection, and are more contextual than a filters menu. We rolled out brand, category, colour, size and discount filters.
Mobile Categories tab
Applied to the Categories tab on mobile, the framework moved both conversion and drop-off.
What happened
In less than six weeks after launching price, stock and customer-data nudges:
The framework also lifted filter usage by 29%, with a 5% CTR lift. On the mobile Categories tab, conversion rose 35% and drop-off fell 60%.
What I’d argue
Most design-systems work stops at components. The nudges framework is a design system for behaviour, not just visuals, and that’s the harder, less-discussed half of systems thinking.