Enhancing the value of vouchers
Enhancing the value of vouchers
Enhancing the value of vouchers
Product
Growth & Incentives
Growth & Incentives
Role
Sole Product Designer
Sole Product Designer
Scope
Discovery, Designing the end-to-end feature, Running UX research, Delivery
UX Design, UI Design, Product Strategy, Workshop, Prototyping, Handoff
Timeline
6 months
6 months
Countries
Europe, Asia-Pacific, Turkey
Europe, Asia-Pacific, Turkey
Problem
Customers struggled to find and use available vouchers due to poor discoverability in the current flow. Meanwhile, marketers' budget was wasted on unused vouchers.
Customers struggled to find and use available vouchers due to poor discoverability in the current flow. Meanwhile, marketers' budget was wasted on unused vouchers.
Solution
Identified key areas to enhance the voucher flow and redesigned the voucher UI, restructured the information hierarchy, and strategically placed vouchers during the shopping journey for discoverability and applicability.
Identified key areas to enhance the voucher flow and redesigned the voucher UI, restructured the information hierarchy, and strategically placed vouchers during the shopping journey for discoverability and applicability.
Impact
Significant increase in customer retention, with users returning more frequently to use their vouchers. Achieved +2.75% increase in conversion rate, +2.84% increase in orders per user, and generated over €25M in revenue growth
Significant increase in customer retention, with users returning more frequently to use their vouchers. Achieved +2.75% increase in conversion rate, +2.84% increase in orders per user, and generated over €25M in revenue growth
Untapped Opportunity
Led deep-dive research by analysing past data, studying competitors, and interviewing stakeholders. Mapped out pain points in voucher usage and collaborated with the PM to define requirements and problem framing
Led deep-dive research by analysing past data, studying competitors, and interviewing stakeholders. Mapped out pain points in voucher usage and collaborated with the PM to define requirements and problem framing
Led deep-dive research by analysing past data, studying competitors, and interviewing stakeholders. Mapped out pain points in voucher usage and collaborated with the PM to define requirements and problem framing
Customer needs
Vouchers were not easily findable
Understanding and applying these vouchers were manual and cognitively heavy
Business requirements
Vouchers should encourage people to use our platform more – creating loyalty
Loyalty will lead to increase spending
Redesigning the experience
After multiple iterations, validation with customers, internal reviews and experimentation plan, we launched an A/B test to improve the visibility and uptake of our new vouchers on Shops and Cart pages.
After multiple iterations, validation with customers, internal reviews and experimentation plan, we launched an A/B test to improve the visibility and uptake of our new vouchers on Shops and Cart pages.
Redesigning the voucher UI
Removed clutter and made the value of voucher the most important information for customers to easily consume and apply
Removed clutter and made the value of voucher the most important information for customers to easily consume and apply
Removed clutter and made the value of voucher the most important information for customers to easily consume and apply
Shops Page Design
Aiding customers in knowing what vouchers are available whilst they shop
Aiding customers in knowing what vouchers are available whilst they shop
Cart Page Design
A vouchers carousel to motivate customers in making their purchase
A vouchers carousel to motivate customers in making their purchase
Impact
Impact
Impact
Uplift in usage of vouchers
+2.75% increase in conversion rate, +2.84% increase in orders per user
Generated over €25M in revenue growth
Uplift in usage of vouchers
+2.75% increase in conversion rate, +2.84% increase in orders per user
Generated over €25M in revenue growth