Basket2021–2025

Basket: four years of product, design, and the data behind the bets

Product & Design Lead2021–2025iOS, Android, Web, Browser Extensions

The product

Four years leading product and design at Basket – a smart wishlist that saves items from any store across iOS, Android, web, and browser extensions, organises them into baskets, and sends price-drop and restock alerts.

The interesting work sat underneath the features – the save-event schema, the basket-state primitive, the role-permission matrix – and reading live data to decide which bet to make next. Three case studies below, each tying a design decision to a number that survives selection-bias critique. Every metric has a query path; every claim has a caveat.

Key work

Owned the design system: a tokens-and-theming redesign (Figma Variables, Specify, Token Studio) that cut UI- and theming-related QA and engineering overhead by about 30%.

Designed the one-tap save experience, and argued to keep the Safari extension when it was slated to be cut; its users tracked 9.9× the GMV of everyone else.

Championed Collaborative Baskets from the first pitch to launch. Collab creators tracked 5.8× the GMV of solo users; Gift Baskets followed.

Shaped the fundraising story and investor decks behind £4.5m+ in seed and a £2m equity crowdfund.

Study 01

When baskets became social objects

Basket was built for one person and private lists. I treated collab and gift baskets as a test of whether sharing would pull people in or just add noise. The most social users showed a 5.8× GMV lift.

Study 02

Where you save from says who you are

People save from everywhere: a retailer app, Safari, a pasted link. Each surface pulled in a different kind of shopper.

Study 03

The 7-step install that became the entire product

Apple buries Safari extensions behind seven setup steps. The data made the awkward answer clear: keep the friction, because the few who pushed through became the most valuable users.

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