Gamified Flow for New Users
User engagement story
Design for
Mobile
App
OVERVIEW
During our redesign of the discount code application process, we discovered a valuable segment of our user base: new customers. We've made it a priority to ensure a seamless experience for these users when using discount codes.
During our redesign of the discount code application process, we discovered a valuable segment of our user base: new customers. We've made it a priority to ensure a seamless experience for these users when using discount codes.
MY ROLE
Product Designer - Wireframing, User Flows, Gamification Strategy, Cross-Functional Collaboration, Product Design, Research
OUR TEAM
1 Designer, 2 Product Leads, 1 Product Managers, 5 Engineers, 1 CX Researcher
Business Problem
“A significant portion of new users abandoned their first purchase due to delivery fees or the complexity of applying discount codes. Many users viewed competitors as more appealing due to free delivery offers and straightforward promotional structures.”
“A significant portion of new users abandoned their first purchase due to delivery fees or the complexity of applying discount codes. Many users viewed competitors as more appealing due to free delivery offers and straightforward promotional structures.”
Data Gathering
To deeply understand the problem, I collaborated with various teams and conducted multiple rounds of research. Key questions included:
To deeply understand the problem, I collaborated with various teams and conducted multiple rounds of research. Key questions included:
What are the key pain points for new users regarding discount codes?
What are the key pain points for new users regarding discount codes?
What is the current discount code conversion rate?
What is the current discount code conversion rate?
What are common complaints about the current discount system?
What are common complaints about the current discount system?
What percentage of new users abandon carts due to delivery fees or discount issues?
What percentage of new users abandon carts due to delivery fees or discount issues?
Step 1: Owner Interview
My questions were aimed at finding out what the marketing team's main purpose is and what problems it has encountered in the past.
My questions were aimed at finding out what the marketing team's main purpose is and what problems it has encountered in the past.
🔸 Who are your targets?
New users - we want to increase exposure
New users - we want to increase exposure
🔸 How do you send discount codes to new users?
After their first order or a little after their registration
After their first order or a little after their registration
🔸 What are your concerns about new users?
The user doesn't notice the discount code or, even if aware of it, doesn't know how or where to apply it.
The user doesn't notice the discount code or, even if aware of it, doesn't know how or where to apply it.
🔸 What’s your need?
Use the discount code to successfully secure the user's first order, and then focus on their retention.
Use the discount code to successfully secure the user's first order, and then focus on their retention.
Step 2: Data Dashboard Review
I asked for conversion rates for each step to understand where most abandonment and churn occur.
I asked for conversion rates for each step to understand where most abandonment and churn occur.
You can generally compare these two funnels (left: General funnel | right: New Users):
You can generally compare these two funnels (left: General funnel | right: New Users):
Step 3: User Interview (Call)
When we reached out to a 15 of new users who had abandoned their purchases in the early stages to understand their issues, we found the following:
When we reached out to a 15 of new users who had abandoned their purchases in the early stages to understand their issues, we found the following:
📊 The reason behind new user abandonment
8 of 15 users - admitted that they abandoned their purchase during the initial discovery phase due to high shipping costs and switched to a competitor's app.
5 of 15 users - complained that, despite receiving a discount code for their first purchase, they were unable to successfully use it.
a few users - They intended to place an order later and were only exploring the platform to get familiar with it.
Problem Statement
After carefully analyzing all those data, I finally breakdown problems into these things.
After carefully analyzing all those data, I finally breakdown problems into these things.
BREAKDOWN OF PROBLEM
🛵 Users first compare delivery fee
The user initially focuses on shipping costs due to the competitor's slogan. However, if the business offered free shipping for the user's first purchase, it would incur significantly lower costs compared to providing a discount on shipping.
The user initially focuses on shipping costs due to the competitor's slogan. However, if the business offered free shipping for the user's first purchase, it would incur significantly lower costs compared to providing a discount on shipping.
🫨 They are not familiar with the platform
They are not yet familiar with the purchase flow, and sending them a discount code to apply only added to their confusion. As a result, many preferred not to use the discount at all.
They are not yet familiar with the purchase flow, and sending them a discount code to apply only added to their confusion. As a result, many preferred not to use the discount at all.
🥬 They need an element to remind them of us!
Sending a one-time discount code to users almost never created sufficient motivation for them to return. Moreover, a single purchase was not enough to build a habit of buying from our platform.
Sending a one-time discount code to users almost never created sufficient motivation for them to return. Moreover, a single purchase was not enough to build a habit of buying from our platform.
Setting Success Metrics
🔸 Order frequency
🔸 Retention
🔸 Qualitative Feedback
Ideation
The challenge here was to motivate users to make their first purchase on the Snapp Market platform and, subsequently, to continuously remind them with small nudges so they would return and make future purchases. The main goal was not just to increase new users, but also to retain and engage them, using their activity to attract even more new users.
The challenge here was to motivate users to make their first purchase on the Snapp Market platform and, subsequently, to continuously remind them with small nudges so they would return and make future purchases. The main goal was not just to increase new users, but also to retain and engage them, using their activity to attract even more new users.
Reviewing Ideation
First Idea
First Idea
|
Showing a free delivery code on pop up
Showing a free delivery code on pop up
|
Rejected
Rejected
This idea was rejected due to the large amount of information provided to the user during the onboarding phase, as well as feedback from users who stated that they couldn't easily apply the discount code. In general, the preference was for the new user to not be overly involved in entering a discount code initially, and instead, to offer them a seamless online supermarket shopping experience.
This idea was rejected due to the large amount of information provided to the user during the onboarding phase, as well as feedback from users who stated that they couldn't easily apply the discount code. In general, the preference was for the new user to not be overly involved in entering a discount code initially, and instead, to offer them a seamless online supermarket shopping experience.
Second Idea
Second Idea
|
Instant Discount Application on First Use
Instant Discount Application on First Use
|
SO-SO
SO-SO
This wasn’t a bad idea, and we could have automated the discount code application while simply notifying the user along the way, ultimately making them happy by offering free shipping. However, what happens after that? The user would lose their excitement, and we would have to start the process all over again.
This wasn’t a bad idea, and we could have automated the discount code application while simply notifying the user along the way, ultimately making them happy by offering free shipping. However, what happens after that? The user would lose their excitement, and we would have to start the process all over again.
I sat down and thought carefully. Just as new users needed excitement to make a purchase from our platform, we also needed to get them accustomed to us and build their loyalty. I wasn’t looking for a temporary solution, so I decided to use nudges!
I sat down and thought carefully. Just as new users needed excitement to make a purchase from our platform, we also needed to get them accustomed to us and build their loyalty. I wasn’t looking for a temporary solution, so I decided to use nudges!
Third Idea
Third Idea
|
Gamified Discount Flow
Gamified Discount Flow
|
Approved
Approved
As soon as the user entered our platform, one of our success metrics was already achieved. So, why not make this experience exciting for the user as well? I decided to design a game-like experience for new users to give them the feeling that by joining, they’ve made progress and have received a gift from us.
As soon as the user entered our platform, one of our success metrics was already achieved. So, why not make this experience exciting for the user as well? I decided to design a game-like experience for new users to give them the feeling that by joining, they’ve made progress and have received a gift from us.
Step 1 | Let them feel a sense of progress | Progressive Commitment Bias
In this stage, upon the user’s entry and registration, we inform them that they’re already ahead and have earned their first reward just by signing up. This reward is none other than free shipping on their first order.
Step 1 | Let them feel a sense of progress | Progressive Commitment Bias
In this stage, upon the user’s entry and registration, we inform them that they’re already ahead and have earned their first reward just by signing up. This reward is none other than free shipping on their first order.
Step 2 | Discovering the Familiar Unknown | Elements of Mystery and Curiosity in Games
We set a reasonably low minimum amount for the user to reach, encouraging them to fill their shopping cart, make the order and earn a discount code worth between 50,000 to 70,000 Tomans. This taps into the element of curiosity and the excitement of unlocking rewards.
Step 2 | Discovering the Familiar Unknown | Elements of Mystery and Curiosity in Games
We set a reasonably low minimum amount for the user to reach, encouraging them to fill their shopping cart, make the order and earn a discount code worth between 50,000 to 70,000 Tomans. This taps into the element of curiosity and the excitement of unlocking rewards.
Step 3 | Let Others Know Too | Social Influence and Connection
We set a reasonably low minimum amount for the user to reach, encouraging them to fill their shopping cart, make the order and earn a discount code worth between 50,000 to 70,000 Tomans. This taps into the element of curiosity and the excitement of unlocking rewards.
Step 3 | Let Others Know Too | Social Influence and Connection
We set a reasonably low minimum amount for the user to reach, encouraging them to fill their shopping cart, make the order and earn a discount code worth between 50,000 to 70,000 Tomans. This taps into the element of curiosity and the excitement of unlocking rewards.
Lessons
1
Defining an MVP
Although it may seem straightforward, there were many steps that I was overthinking. I was proposing ideas for features that could simplify the problem, but I was also trying to expand its scope, which wasn’t really necessary. I learned how to define and adhere to an MVP plan for a feature, and how to incorporate my ideas as next steps in a design document.
Although it may seem straightforward, there were many steps that I was overthinking. I was proposing ideas for features that could simplify the problem, but I was also trying to expand its scope, which wasn’t really necessary. I learned how to define and adhere to an MVP plan for a feature, and how to incorporate my ideas as next steps in a design document.
2
Target Selection is Crucial
In reviewing the data for this project, I realized that I cannot implement a single solution for all users to increase the conversion rate of discount codes. I need to divide users into two distinct groups and design behavior based on the user type.
In reviewing the data for this project, I realized that I cannot implement a single solution for all users to increase the conversion rate of discount codes. I need to divide users into two distinct groups and design behavior based on the user type.
Setting Success Metrics
🔸 Order frequency
🔸 Retention
🔸 Qualitative Feedback
