User promotion
Client
plick
Industry
Tech, Ecommerce
Position
UX Designer
Case
The challenge arose to reimagine the user promotion functionality and enhance its in-app design. This undertaking aimed not only to align the purchase experience with recently updated user promotion cards but also to address critical user needs, ensuring a seamless and visually appealing interaction within the app.
Challenge
The existing design seemed outdated and didn't quite fit with the app's overall look. The biggest challenge was to meet the needs of frequent users, who value creativity and individuality, while also ensuring a user-friendly experience for first-time users.
While going through the data, I found something unexpected. The cheaper one-day option was getting more attention than the others, which went against what the feature was supposed to do. The attention it got on the first day dropped for the next ones. This made me dig deeper into how the feature was working, and I realized it was heavily influenced by the kind of content users had, giving a bit too much advantage to the frequent users.
Process
The adventure kicked off with a deep dive into user needs and extensive research on Gen Z shopping habits, drawing insights from industry best practices and studies.
Data collection on both frequent and first-time users, coupled with stakeholder analysis, provided valuable insights. Acknowledging the core values of plick users – creativity, individuality, and personal style, all in line with the Gen Z demographic – three versions were introduced. One of them allowed users to pick pictures for their promotions, fostering creative freedom and visual appeal.
Solution
The resolution took shape through tight collaboration with developers, adopting an iterative approach. We opted for multiple A/B tests to understand user preferences, comparing different versions to pinpoint design changes influencing user behavior and impacting our KPIs. Guided by research insights, I strategically incorporated a recommended chip to steer users toward the preferred option. Simultaneously, the optimization of user promotion triggers aimed to level the playing field for every user, regardless of varying content and user profiles.
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