Promo Usage Journey Revamp 2023
Backgrounds
In Indonesia, promotions are one of the main considerations and motivations for users to transact in e-commerce. Recognizing this opportunity, we revamped promotion usage journey that aimed at optimizing promotion utilization so users can gain maximum benefits and reduce back & forth flow. In this project, I was trusted to lead the end-to-end design process, manage a temporary team, and showcase the experience to C-level management
Company
Tokopedia
Release Date
August 2023
Role
Sr. Product Designer
Current Experience
Current Tokopedia promotion usage journey allows users to use multiple coupons for their transactions.
Identifying Pain Points & Users’ Behavior
Research & Performance Data
To gain a better understanding of how users interact with the current design, how they behave, and how they feel about it.
Benchmarking
Tokopedia is always one step behind its competitors. There is no breakthrough experience compared to other competitors that fully meet our users' needs.
Design Audit
Internally auditing design with stakeholders. Business, product, tech, design, upper management, etc.
What We Found
Unoptimized Promo Recommendation
The usage of promo recommendations has decreased over time. This decline is due to users not trusting the recommendation logic. They often need to recheck and switch to other coupons if the recommended ones include benefits, specific couriers, or payment methods that they find undesirable.
Back & Forth Process
The usage of Tokopedia coupons involves many unwritten rules that cannot be communicated to users. This leads to a back-and-forth process for users, making the experience seem as if they can only select one coupon from the available options and think Tokopedia not generous enough compared to other competitors.
Not Engaging
Users have described the experience as boring, not festive, and not engaging compared to other e-commerce platforms in Indonesia. Tokopedia's visuals and overall experience are just mediocre, especially in terms of the promotion experience. While it meets users’ needs, it is not particularly delightful.
Focus on Business Goals
Many design considerations are based solely on business needs. At times, we overlook the users' point of view, even though we always test our designs with users before launching the experience. For example, we still highlight promo codes that users have abandoned and continue to use sectioning that is too technical for users, etc.
There are 4 HMWs & Solutions for the paint points above
How might we
Optimize the promo recommendation usage?
Solutions
Users love our promo recommendation because it will shortening their process, but to make them trust more to use promo recommendation, we must change the logic & give more clarity for the users.
How might we
Can reduce the back-and-forth process when applying promotion?
Solutions
Shorten out the promotion usage journey by:
Reduce click to apply all available promos
Bypass cart page if users already apply promo on cart page, because their activity on cart page already done.
How might we
Make the promotion usage journey more engaging?
Solutions
Increase users’ engagement by making the promotion journey more festive & more seamless.
How might we
Remove the business centric initiative on our design?
Solutions
No, we can’t. Tokopedia aims to increase profitability and sustainability. There are some initiatives to achieve those goals. What we can do as designers is to ensure the journey has great usability, versatility, and aligns with user behavior while achieving those business goals.
How I solve it
Clustered the information
Defining a new Information Architecture with the numerous pieces of information needed by both users and the business was challenging, and we couldn’t include all the information. Therefore, I eliminated unnecessary details and included only the essential information for users, based on past research and data.
Define all of promotions positioning
There are many promotional tools in the Tokopedia app, but the business team always defines them differently, even though they are the same from the users' perspective. As the designer leading the design process and decisions, I defined new positioning based on the users’ point of view and aligned this with all stakeholders.
Define the solutions based on emotional journey
From the users’ emotional journey, the current promotion usage felt somewhat flat. Users appeared neutral and experienced some negative emotions at certain points. To address this, I identified emotions that could boost their mood and define solutions or ideas to evoke those emotions.
A lot of sketching!
We spent a lot of time on this. Along with key stakeholders, we continuously sketched the flow and iterated directly on the board. This included the mechanism, business strategies, how the coupon looks, and the promotion usage itself.
Visual board creation
Along with other 2 designers that have strong sense on visual, We developed the visual board & explore many of alternatives that can meet our objectives.
So, it’s time for design showcase!
Crafted with figma & iMovie only 😉
Overall looks? more festive & engaging of course ✨
Let’s start with entry point
On previous design we only ask them to visit promo page. So, to get attention & get hooked by the entry points, We calculate & show the estimation benefit that users will get and change the visual of the entry point.
New Promo Usage Page
To make users easily user most beneficial coupons, we improve the recommendation section visual & logic, so users don’t need long time to take decisions, the system already give the best for them!
Other than that we also improve the sectioning based on coupon type & improve the eligibility mechanism with micro interactions.
Dark Mode
Light Mode
Make users don’t focus on promo code, since the usage already low
Promo code placed on the bottom of promo usage page.
Optimized Promotion Recommendation
Improve the logic to curate promotions that are personalized for users, make the coupon larger to increase clarity and give users freedom to choose some of the coupon if they need.
1 click away to use best coupons.
Personalized most beneficial coupons for users to solve unoptimized promo recom.
Reduce back-and-forth process
Other than shortening promo recommendation usage, the initiative also shortening the process on redirection page. Previously users will go to cart page first and need press the CTA to go to checkout page. With enabling users to go to checkout page directly from promo usage page, the experience successfully reduce users’ step to checkout the items.
More engaging & festive
Other than new fresh look, interaction, and flow, the new experience also scalable enough to support Tokopedia big campaign by enabling customized thematic header.
Bluish/teal color as the default, based on users' perception of the benefits associated with colors.
Result
Promo Recommendation usage significantly improved (from ~40% to ~67%) & CVR increased to ~50%. Means the new promo recommendation design really help users to make decision faster and boost their indentation to continue their purchase journey.
Higher AOV (Average Order Value) users increase CTR of promo entry point to ~25% and decline drop rate in cart to 12%. This implies that the redesigned experience is particularly effective in enhancing the appeal and purchase likelihood of higher-value items.
Organic order only decline by ~1% that implies new promo design not impacted the burn rate & still support Tokopedia goals to reach the scalability of sustainability.
By conducted Usability Testing on this initiative we already learned that users really like our new visual approach, because it’s more attractive but still easy to use and has low learning curve.