Ozon Buyer Experience • 2022-2025
The Ozon mobile app and website are visited by more than 50 million users every month. Fast delivery, competitive prices, a wide product range, reliable service, and a convenient product experience - these are the reasons why people choose Ozon today.
By 2022, after many years of growth, both the app and the website had accumulated a large amount of features. The screens became overloaded, and many user flows had remained in an MVP state for years without proper improvement.
After the successful launch of Ozon Moments in 2022 — where we showed how modern mobile interfaces can look — I became the lead of a small design team responsible for product listings, the product page, and reviews.
This marked the beginning of our journey — and started a global redesign of the entire app and website interface.
Product Page. Before
At the start of our work, the product page looked like a huge graveyard of features. New functionality was added over time, secured a place on the page, and then stayed there permanently. The average height of the product page in the mobile app reached around 9000 px - about 12 scrolls.
With this amount of information, user attention became scattered - and the focus shifted away from the main goal, making a purchase.
Each feature had a team behind it - product managers, designers, and developers. These teams competed for visibility, especially for placement on the first screen of the product page. If they could not get there, they increased the number of placements - sometimes up to three. As a result, the page became overloaded. In some cases, the number of prices shown on a single page reached up to seven.
Product Page. After
Based on in-depth user research, we defined a target vision - "point B" - and identified the key metrics we wanted to improve. With strong support and trust from the product team, we made the first step and ran a bold A/B test. It delivered solid results and opened the way for a full redesign of the page.
Over two years of consistent and careful experiments, with a strong focus on user experience, we reduced the page height to 3000 px, brought the focus back to the main goal, and moved the entire page to a new design system. This had a noticeable impact on the whole Ozon ecosystem.
Product Page. Before
At the start of our work, the product page looked like a huge graveyard of features. New functionality was added over time, secured a place on the page, and then stayed there permanently. The average height of the product page in the mobile app reached around 9000 px - about 12 scrolls.
With this amount of information, user attention became scattered - and the focus shifted away from the main goal, making a purchase.
Each feature had a team behind it - product managers, designers, and developers. These teams competed for visibility, especially for placement on the first screen of the product page. If they could not get there, they increased the number of placements - sometimes up to three. As a result, the page became overloaded. In some cases, the number of prices shown on a single page reached up to seven.
Product Page. After
Based on in-depth user research, we defined a target vision - "point B" - and identified the key metrics we wanted to improve. With strong support and trust from the product team, we made the first step and ran a bold A/B test. It delivered solid results and opened the way for a full redesign of the page.
Over two years of consistent and careful experiments, with a strong focus on user experience, we reduced the page height to 3000 px, brought the focus back to the main goal, and moved the entire page to a new design system. This had a noticeable impact on the whole Ozon ecosystem.
Product Card. Before
The product card had similar issues. A large number of features competed to be included in it. Many of them were added without A/B testing and remained there for a long time.
On some devices, the product card took up the entire screen height, and the number of prices became excessive. The product image was covered with multiple badges. Combined with bright seller infographics, the whole listing turned into a noisy and overloaded feed that was difficult to use.
The product card had a huge number of possible variations. Different delivery options, labels, badges, promotional elements, prices with and without the Ozon Card - all of this was multiplied across platforms and display types: Grid, List, and Single.
Most importantly, there was no documentation or a single source where all possible variations of the product card could be found.
Product Card. After
The product card was constantly evolving through A/B testing - sometimes with several tests running at the same time. As a result, the already large number of possible variations multiplied even further across test groups. Maintaining design documentation in these conditions seemed almost impossible - but we managed to do it.
We rebuilt the entire product card logic to match the code and created an "A/B test map." From this map, it is always possible to access the current design version and understand how the interface looks for different user groups at any given moment.
Next, as with the product page, we defined a target vision - "point B" - and placed it on the map of potential A/B tests.
Each test created opportunities for further experiments.
As a result, we reduced the height of the product card by half, introduced a flexible badge prioritization logic, significantly reduced their number, increased the size of the product image, lowered visual noise, and removed alternative display types such as Single and List. All of this greatly improved the user experience and increased the speed of testing new hypotheses.
Product Card. Before
The product card had similar issues. A large number of features competed to be included in it. Many of them were added without A/B testing and remained there for a long time.
On some devices, the product card took up the entire screen height, and the number of prices became excessive. The product image was covered with multiple badges. Combined with bright seller infographics, the whole listing turned into a noisy and overloaded feed that was difficult to use.
The product card had a huge number of possible variations. Different delivery options, labels, badges, promotional elements, prices with and without the Ozon Card - all of this was multiplied across platforms and display types: Grid, List, and Single.
Most importantly, there was no documentation or a single source where all possible variations of the product card could be found.
Product Card. After
The product card was constantly evolving through A/B testing - sometimes with several tests running at the same time. As a result, the already large number of possible variations multiplied even further across test groups. Maintaining design documentation in these conditions seemed almost impossible - but we managed to do it.
We rebuilt the entire product card logic to match the code and created an "A/B test map." From this map, it is always possible to access the current design version and understand how the interface looks for different user groups at any given moment.
Next, as with the product page, we defined a target vision - "point B" - and placed it on the map of potential A/B tests.
Each test created opportunities for further experiments.
As a result, we reduced the height of the product card by half, introduced a flexible badge prioritization logic, significantly reduced their number, increased the size of the product image, lowered visual noise, and removed alternative display types such as Single and List. All of this greatly improved the user experience and increased the speed of testing new hypotheses.
Main & Navigation. Before
As Ozon grew, it actively launched new products. The mobile app gradually turned into a super app that covered a wide range of user needs. After the success of the product page and product card, we were trusted to lead the navigation redesign for Ozon. At that time, several mini apps already existed: Ozon Fresh, Ozon Travel, Ozon Bank, and Ozon Moments. Later, Ozon Fashion, Ozon Classifieds, and Ozon Delivery were added.
Historically, navigation in these mini apps had evolved independently and differed significantly. There was no team or coordinator responsible for setting consistent navigation rules across all mini apps.
This led to serious issues. For example, many users who entered Ozon Fresh got stuck there and did not understand how to return to the main Ozon app. To exit a mini app, users often had to fully close the Ozon app, remove it from memory, and open it again.
Main & Navigation. After
We conducted extensive research and created a draft of an optimal solution that could work for all mini apps. However, even with solid insights, aligning the navigation across four mini apps and launching tests seemed nearly impossible - each team believed their own solution was more effective.
Thanks to the strong efforts of the navigation design team and a large number of negotiations with each mini app team, we managed to start development and launch A/B tests.
A/B testing was not the most suitable tool for this task - but over time, it helped us prove our point: the overall benefit of a unified navigation system for the entire company is higher than having separate navigation for each mini app.
In addition, we significantly redesigned the home screen of both the mobile app and the website, providing clear and accessible entry points for all company products.
Main & Navigation. Before
As Ozon grew, it actively launched new products. The mobile app gradually turned into a super app that covered a wide range of user needs. After the success of the product page and product card, we were trusted to lead the navigation redesign for Ozon. At that time, several mini apps already existed: Ozon Fresh, Ozon Travel, Ozon Bank, and Ozon Moments. Later, Ozon Fashion, Ozon Classifieds, and Ozon Delivery were added.
Historically, navigation in these mini apps had evolved independently and differed significantly. There was no team or coordinator responsible for setting consistent navigation rules across all mini apps.
This led to serious issues. For example, many users who entered Ozon Fresh got stuck there and did not understand how to return to the main Ozon app. To exit a mini app, users often had to fully close the Ozon app, remove it from memory, and open it again.
Main & Navigation. After
We conducted extensive research and created a draft of an optimal solution that could work for all mini apps. However, even with solid insights, aligning the navigation across four mini apps and launching tests seemed nearly impossible - each team believed their own solution was more effective.
Thanks to the strong efforts of the navigation design team and a large number of negotiations with each mini app team, we managed to start development and launch A/B tests.
A/B testing was not the most suitable tool for this task - but over time, it helped us prove our point: the overall benefit of a unified navigation system for the entire company is higher than having separate navigation for each mini app.
In addition, we significantly redesigned the home screen of both the mobile app and the website, providing clear and accessible entry points for all company products.
Mini Apps
In addition to working on core Ozon products, we designed three mini apps from scratch. Each of them is a separate and unique story. Here is a brief overview.
Ozon Fashion helped build a user habit of buying clothing on Ozon - and later opened the way for the Ozon Select mobile app.
Ozon Classified gave the product team valuable experience in working with discounted and second-hand goods.
Ozon Delivery allowed users to send parcels to each other from the nearest Ozon pick-up point.
Reviews
Inspired by Ozon Moments, we completely redesigned the full-screen reviews experience. In addition, we significantly improved the review creation form and added five new entry points.
We also expanded the functionality - introducing comments, review editing, a gallery, filtering, store reviews, and a pinned review.
Reviews
Inspired by Ozon Moments, we completely redesigned the full-screen reviews experience. In addition, we significantly improved the review creation form and added five new entry points.
We also expanded the functionality - introducing comments, review editing, a gallery, filtering, store reviews, and a pinned review.
Search & Filters
We significantly redesigned the search history screen to free up more space for recommendations.
We expanded the capabilities of tap tags and suggestions. We reduced the results header from 40 % to 15 % of the screen height. We removed unnecessary elements and kept only what matters most.
Search & Filters
We significantly redesigned the search history screen to free up more space for recommendations.
We expanded the capabilities of tap tags and suggestions. We reduced the results header from 40 % to 15 % of the screen height. We removed unnecessary elements and kept only what matters most.
Results
Our journey of change - which started with a small number of products - led to a transformation of the entire Ozon mobile app and website.
Before we began, there was a common misconception that product design was just the "cherry on top." However, time after time, we proved that interface improvements, simplification, and a strong focus on user experience can drive significant results - sometimes even more impactful than launching new features.
My team and I were responsible for about half of the Ozon mobile app and website for buyers, and through our work, we set an example for other product teams.
This was made possible by well-established processes, detailed design documentation, master files, A/B test maps, storage of historical data, user interviews, hundreds of click tests, continuous learning, and other practices. As a result, we built a product design team with a high level of expertise that goes beyond standard expectations.
Sergey Samoylov Lead Product Design Manager. Goods and Navigation My team:
Anton Zabolotskikh Product Design Lead. Product Page, Product Card, Reviews Yana Esakova Senior Product Designer. Product Card Daria Pozdnyakova Senior Product Designer. Product Card Anna Khayustova Senior Product Designer. Product Page Kristina Radevich Product Design Lead. Product Page Anastasia Afanasieva Senior Product Designer. Product Page Tatiana Abasova Senior Product Designer. Product Page Nikita Dik Product Designer. Product Page Svetlana Usmanova Product Designer. Reviews Sofia Lobastova Product Designer. Reviews Gordey Prostov Senior Product Designer. Reviews
Daria Kan Product Design Lead. Navigation, Search, Mini-Apps Evgenya Marinina Design Expert. Navigation, B2B in B2C Guzel Lazarko Product Designer. Navigation Denis Kondrashkin Product Designer. Ozon Fashion, B2B in B2C Sonya Smirnova Senior Product Designer. Home, Search, Filters Aleksey Tomchuk Product Design Lead. Messenger Yana Chernikova Product Designer. Messenger Anna Lumelskaya Senior Product Designer. Messenger Dmitry Ippolitov Senior Product Designer. Ozon Classifieds Karina Svistunova Product Designer. Live
