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David A. George
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Marketplace discovery & checkout

Helping people find benefits that fit

Employees use Fringe points to buy products and services. I rebuilt marketplace discovery and checkout so users could get from a relevant recommendation to their cart with fewer steps.

Company
Fringe
Project role
Product engineering lead + Frontend lead
Timeline
November 2022 – May 2025
Screens from the Fringe benefits marketplace

Product-engineering contribution

  • Product discovery and experimentation
  • UX + UI design
  • Product engineering lead
  • Frontend architecture and migrations

Technologies

  • React
  • Vite
  • Framer Motion
  • TypeScript
  • styled-components
  • Tailwind CSS
  • Storybook
  • GitHub
  • Netlify
  • Figma
  1. Discover interest-based categories

    Browse recommended vendors by what matters to you.

  2. Choose a relevant product

    Move from browsing to a product with fewer steps.

  3. Add to cart with a clearer layout

    Review your selection before checkout.

Find the friction before choosing a solution

I established research with power users through UserTesting and guided interviews to learn what people came to the marketplace to find and where they stalled. We evaluated alternative concepts with prototypes and A/B tests rather than treating the first design as the answer. The research exposed friction in both product discovery and the cart.

Design for relevance and repeat behavior

The resulting product grouped recommendations around users’ interests instead of presenting an undifferentiated marketplace. Favorites and recurring purchases supported the way people returned to products they already valued, while a shorter path to checkout and a clearer cart removed unnecessary decisions.

Measure the journey in production

Production analytics showed an approximately 30% reduction in time from marketplace discovery to add-to-cart. The redesigned cart also increased completed checkouts. Those measures connected the interface changes to observable user behavior rather than relying on launch completion as the definition of success.

Make the architecture support iteration

I led the frontend architecture behind the product work: a shared component library aligned across Figma and Storybook, the JavaScript-to-TypeScript and Create React App-to-Vite migrations, and React upgrades from 16 through 18. The shared foundation reduced development time by approximately 40% and made later product experiments faster and more consistent to deliver.