Transforming Voucher Redemption

OVERVIEW

In my role at Snapp Express, I leveraged my prior experience from Digikala to redesign the voucher section within the payment process. This initiative aimed to enhance user experience by streamlining the application of discounts, addressing previous usability challenges, and ensuring a seamless integration into the existing payment workflow.

Business problem

"Our marketing team has observed that discount codes are seldom utilized, with a conversion rate averaging between 3-5%. We aim to enhance the visibility and usability of these vouchers within the Snapp Express payment process to boost their redemption rates.”

Data Gathering

There were several questions I had at the beginning of this project.

I started discussing with a lot of teams to get deep into this problem.

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.

Step 2: Data Dashboard Review

In order to understand what types of errors cause abandonment and churn, I asked for error rates and reasons.

I bring here the most important errors for business and their conversion rates:

Step 3: CX Team Interview

I knew there would be a lot of information in CX survey reports which can help me get a deep insight.

Additionally, there was a lot of written feedback in this survey; users mentioned that the code is too long, and they do not bother entering it. These users were aware of the voucher center in placed in super-app, but they were not interested in tapping all the way back!

Problem Statement

After carefully analyzing all that data, I finally broke down the problems into these things.

BREAKDOWN OF PROBLEM

An Overview of the Previous Flow

Let’s see where the most issues happened, and then we are going to correct them. Figjam

Setting Success Metrics

🔸 Discount code conversion rates

🔸 Error rates

🔸 Count of finalised orders with discount codes

🔸 The conversion rate of users with discount codes compared to those without them

Ideation

The challenge we faced here was that these discounts incurred high costs for the team, and the business didn’t want all users to be aware of them. The goal was to encourage new users to complete their purchases by knowing they had received a discount code. Additionally, we aimed to simplify the purchase process for users who abandoned their purchase due to difficulties in finding or applying the discount code.

Reviewing Ideas

Thinking About an MVP

After designing the solution for all possible scenarios for applying the discount code and all the limitations it had, we came to the conclusion with the product team that to reduce the cost of implementing this feature, we should first implement the important parts of it and then implement all the existing conditions in the design.

The items that we had to keep for the next version include:

• Adding the ability to exchange discounted special products with the same product but without a discount
• Adding a product in case the minimum amount for applying the discount code is not reached
• Adding gamified discounts to increase user motivation to buy and return to the platform

Validating Assumptions

To ensure the effectiveness of the redesigned discount redemption flow, I identified and validated the following assumptions during the project:

Outcomes

Our research team has provided the following data (please note that the numbers have been rounded):

Challenges

The biggest challenge was to balance awareness and usability in a way that the user was aware enough to use the discount code easily, but if they forgot, they wouldn't be interrupted and could finalize their purchase.

In addition, the various conditions involved in this workflow required finding solutions for each one. This necessitated close collaboration with the technical team to assess the feasibility of implementing these solutions, which significantly constrained my design process.

Lessons

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.

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.