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Enhancing the value of vouchers

Product

Growth & Incentives

Role

Sole Product Designer

Scope

Discovery, Designing the end-to-end feature, Running UX research, Delivery

Timeline

6 months

Countries

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.

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.

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

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

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.

Redesigning the voucher UI

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

Cart Page Design

A vouchers carousel to motivate customers in making their purchase

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

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