Problem: Customers can customize beverages extensively, but lack real-time visibility into how each modification impacts price, leading to uncertainty, decision paralysis, and negative checkout surprises.

Insight: Real-time, ingredient-level price transparency—when surfaced thoughtfully—can increase decision confidence and trust, while still enabling personalization and long-term engagement.

Outcome: Designed a real-time pricing customization prototype that dynamically updates the total price as users add or remove ingredients, clearly showing cost deltas for each modifier to improve transparency, reduce decision friction, and support more confident customization.

Key Metrics: Cart Abandonment Rate, Customization Completion Rate and Average Add-on Adoption (Post-Transparency)