Dynamic Homepage Personalization
Feature Overview
What is the feature?
A dynamic admin-configurable homepage that adapts per-user sections can be fixed or dynamic (based on user behavior), and admins can reorder, add, edit, or remove sections via a custom dashboard.
Impact
This enhances content relevance and engagement by delivering personalized experiences like Netflix, boosting user satisfaction and conversions.
Problem Statement
The Challenge
- Current homepage is static, undifferentiated for all users.
- No way for admins to tailor content order or visibility per segment/device/country.
- Missing opportunities: users aren’t shown what they’re likely to click on or buy.
Why Now
- Greater expectation for personalized experiences.
- Need to increase engagement and stronger campaign performance.
- Launch of Jaguar migration introduces opportunity and urgency.
Goals & Objectives
| Goal Type | Objective |
|---|---|
| User | Find relevant content faster and more intuitively on their homepage. |
| Business | Increase click-through rates, session times, and conversions; provide admins full control and insight into personalization. |
User Stories / Use Cases
- Admin configuring homepage As an admin, I want to reorder sections (fixed or dynamic), per country/city/device, so that I can tailor each user segment’s experience.
- End-user sees dynamic content
As a user in any country/city browsing on mobile, I want my homepage to display “Top promotions”, “Recommended for me”, then “Nearby hot spots”, reflecting my behavior and locale (example).
- Adaptive recommendation
As a user, after clicking a restaurant card, I’d like my homepage to later show similar or higher-engagement restaurants.
Feature Scope
Must-have
- Dashboard: Add/Edit/Delete sections & banners/icons
- Rearrangement per country/city/device
- Fixed vs dynamic section assignment
- Hero & promotion banners management
- Search icon/order management
- Jaguar redirection with 2-day monitoring window
- 5%→10%→15%→… rollout via Growthbook, with full revert option
Should-have
- Dynamic section ranking based on aggregate behavior
- Country tracker & user-selected city
- Tag-filtered personalization (cuisine, dining style, etc.)
Nice-to-have
- “Popular” (Collaborative filtering) & “Similar by Content” (Content based filtering) ranking
- UI to preview homepage by segment (e.g. “Bangkok mobile view”)
- Admin analytics on section performance
User Flow / UX Notes
- Admin view:
- Launch dashboard → select segment (country/city/device)
- View current layout (banners, icons, groups, tags, sections)
- Add/Edit/Delete items, change order via drag-and-drop
- Save layout → pushed live via feature flag
- User view:
- Homepage loads with segment-based layout
- Fixed sections stay in defined order (e.g. icons always first)
- Dynamic sections determined from user history & global data UX Considerations:
- Drag-and-drop layout editor with live sequencer
- Label fixed vs. dynamic sections
- Default “template” layouts for regions/devices
- Provide admin preview mode
Success Metrics / KPIs
- CTR increased
- Conversion Rate Improved
- < 0.5% error/rollback rate post-Jaguar migration
Release Plan
- Phase 1 – Dashboard & static layout support
- Rollout Control – Growthbook feature flag at 5%, incrementing by 5%
- Jaguar Migration – Redirect, 2-day monitoring window before redirect campaigns
- Full Launch – Go live at 100% or revert if unstable
- Tech: Monitor Dashboard → Jaguar integration logs, feature flag controls
Roadmap Phases
- Phase 2 (Ranking & Personalization):
- Enforce fixed sections first (e.g. icons always top)
- Add dynamic ranking per user region/device
- Leverage behavior signals: icon clicks, restaurant clicks, tags, etc.
- Capture country/city selection and search/filter usage
- Phase 3 (Behavioral Signals & Intelligence):
- Analyze click behavior on restaurant cards, sections, more-buttons
- Segment users & adjust homepage experience individually
- Expand to 100 sections, showing top-10 personalized per user