Building optimized products with Pareto Principle


We’ve all heard somewhere about the 80/20 rule, which states that 80% of the impact comes from 20% of the effort, known as Pareto Principle. This principle is frequently used in the world of product design, with many designers finding it invaluable in helping them create better experiences for their users. In this blog, we dive into how the Pareto Law aids UX designers in building optimized digital products.

Focusing Efforts On High Impact Tasks

By understanding the Pareto Principle, UX designers can prioritize their tasks and focus on things that will have the most impact. This means that, rather than trying to do everything at once, designers can focus their efforts on those tasks and activities that will bring the greatest effect for businesses. This will help to ensure that projects are completed faster and with greater accuracy and utmost time management.

Identifying the most important target users

The Pareto Principle can also be used to help UX designers determine which target users are most important for their projects. By taking a step back and asking the question, “which 20% of our users are responsible for 80% of the engagement?” designers can focus their efforts on the most important users and ensure that they are creating experiences that will be most useful to them.

Identifying which interactions are most valuable

Pareto Principle can also be applied to UX design by looking at which interactions are most valuable. By tracking user behavior and interactions, UX designers can identify interactions that perform the best and focus their efforts on improving them. This can help to ensure that users get the most out of their interactions with the product.

Prioritizing Feature Requests

The Pareto Principle can also be applied to feature requests. By understanding the 80/20 rule, UX designers can quickly determine which features are most important to the majority of their users and prioritize their implementation. This helps to ensure that the most important features are implemented first and that unnecessary features aren’t added.

How did Pareto create a growth-led ecommerce experience for HealthKart?

HealthKart is India’s №1 health and wellness ecommerce platform. Onething, being a top ui design firm, was on-boarded for the redesign of their website and app, with the aim of streamlining the buying journey, reducing friction and drop-offs, shortening elongated user flows, and educating users on health at every step. By leveraging the Pareto Principle, designers at Onething successfully crafted an e-commerce experience for HealthKart that provided users with an intuitive, simple, and enjoyable shopping experience.

The first step we took was to identify the top 20% of user actions and interactions that had the biggest impact and that accounted for 80% of the user’s time on the app. These included browsing for products, adding products to the cart, and viewing product details. Only then, we worked on streamlining and optimizing these user interactions to make them more intuitive.

The HealthKart app provides an excellent example of how the Pareto Principle can be used to craft an effective e-commerce experience.

Providing customized wellness

We conducted thorough user research to understand the needs and pain points of HealthKart’s target audience. Based on this research, we designed a user experience that delivers a personalized experience for each user by integrating storytelling and product education throughout the buying journey.

Simplifying user journey

The new design also solved the challenge of shortening user flows by creating modular sections and categories that cater to each user’s needs. This approach ensures that users are not overwhelmed by the number of options available and can make informed decisions quickly.


We also implemented a gamification plan that allows users to take a 24-hour speed challenge to kick-start their wellness journey. This feature gives users a glimpse of how even a minimal amount of input on their end can provide actionable data and insights, increasing engagement and intrinsic motivation.

The outcomes of the redesign have been exponential. In the first three months of launch, HealthKart saw an 18% increase in cart value and a 25% reduction in bounce rate. Users also confirmed an easier discovery process, with a 37% increase in engagement. The quality of our work was exceptional, with HealthKart’s Head of Product and Analytics, Manish Goyal, commending, “The team provided intuitive UX flows, user and competitor understanding and a high quality UI that encapsulates the brand identity of HK.”

In conclusion, HealthKart’s redesign using the Pareto principle has resulted in a comprehensive, personalized, and engaging user experience, making Pareto a great rule for product management. Beyond just e-commerce, the redesign of HealthKart’s platform was intended to be a place where people could be educated and inspired by the world of better physical and mental well-being. By integrating a customized user experience, HealthKart is building a community of wellness enthusiasts who can learn from each other and share their experiences, cementing its position as India’s leading marketplace for all things sports nutrition and vitamin supplements.

Catchup with more such insightful case studies on our projects page.

Originally published at on Feb 24, 2023



Onething Design - UI UX Design Agency

Specializing in the field of interaction design, we’re a global UI UX design studio that assists brands across industries in sustainable digital transformation.