Offers channel inside of e-commerce platform

Type: eCommerce, B2C
Name: Offers inside of GPay Spot
Business sector: Financial technology
My role: Senior Product Designer
Timeframe: Feb 2021
Team: 1x Flatter Developer, 1x Tech Lead, 1x Project Manager

Project vocabulary:
The spot is a mini-application that runs within Google Pay, allowing users to perform specific tasks or access certain services without leaving the app.

Our users:
Age: Google Pay users are typically adults aged 18 and above, who are tech-savvy and comfortable using mobile devices for financial transactions.

Gender: Google Pay users are equally distributed across genders, with no significant gender bias in usage patterns.
Geographical Location: Google Pay is available in multiple countries, and its user base is spread across various regions globally. However, our focus was on the Indian market.
Income Level: Google Pay users belong to various income brackets, from low-income earners to high-income earners. However, the platform is more popular among middle and upper-middle-income earners.
Tech-savviness: Google Pay users are generally comfortable using mobile devices and technology. They are more likely to adopt digital payment methods and prefer to avoid the hassle of carrying cash or cards.

Background

The Offers channel within GPay provides users with exclusive discounts, promotions, and deals from various brands and sellers. However, there was no connection between the offer channel and Spots. This lack of connection caused a low offers redemption rate (less than 1%).
Our objective was to make offers visible inside Spot to improve user engagement, increase conversions, and ultimately drive revenue growth for the platform.

Research and Discovery:
We began the project by conducting extensive user research to gain insights into the current challenges and pain points users faced with the Offers channel. We conducted interviews to understand user behavior, motivations, and expectations. Additionally, we analyzed user feedback, engagement metrics, and conversion rates to get insights.

Key Findings:

Users found it difficult to discover relevant and personalized offers amidst the large volume of available deals.
Offers are not visible within the Spot, so users have to leave it to check the offer channel for suitable offers. This results in a high drop rate inside the Spot.
Users desired a seamless browsing experience and a quick way to access and redeem offers.
Limited information about the terms, conditions, and expiry dates of offers caused uncertainty and hesitation among users.

Concept Development

Based on our research findings, we established several design goals to guide our concept development:

Discoverability: Make it easier for users to find relevant offers based on their preferences, browsing history, and purchase behavior.
Visual Appeal: Create an engaging and visually appealing interface that grabs users' attention and encourages exploration.
Seamless Experience: Streamline the browsing and redemption process, ensuring a seamless and frictionless user experience.
Transparency: Provide clear and detailed information about the offers, including terms, conditions, and expiry dates, to build trust and reduce uncertainty.

Solution

We proposed a redesigned Offers channel that addressed the identified pain points and aligned with our design goals. The key features of the solution included:

Visual Enhancements: We introduced a visually appealing design with high-quality product images, vibrant banners, and eye-catching call-to-action buttons to capture users' attention and entice them to explore the offers.
Intuitive Navigation: We introduced an intuitive entry point to help users quickly find relevant offers.
Clear Offer Details: We provided comprehensive information about each offer, including terms, conditions, and expiry dates, to ensure transparency and build trust among users.
Easy Redemption: We streamlined the redemption process by allowing users to redeem offers with a single click or by automatically applying discounts during the checkout process.

Outcome:
The design of the Offers channel received positive feedback during user testing and subsequent implementation. Key outcomes included:

Increased user engagement with the Offers channel, leading to a 14% increase in offer views and click-through rates.
Improved conversion rates and revenue growth, with a 6% increase in offer redemption and purchases.
Enhanced user satisfaction and loyalty, as users appreciated the convenience and transparent offer information.

Conclusion: Through a user-centered design approach, we successfully created the Offers channel within the GPay e-commerce platform, resulting in improved user engagement, increased conversions, and revenue growth.