Role: Product Designer, Illustrating Graphic Enhancement
Team: Product Designer, Researcher, Product Analyst, Product Manager
Platform: iOS, Android
Timeline: 1 Month
Approx. Reading Time: 5mins to read
Metric: CVR to %GMV Selected Supermarket
Background
HappyFresh has various supermarket suppliers, some specializing in essential needs such as groceries, meat, wine, cakes, dry goods, and fresh produce. There are also those excelling in the general field. Additionally, within this diversity, some supermarkets have different tiers based on customer segments and the trust customers place in choosing those supermarkets.
And when customers shop at physical stores, they often get loyalty points that are specific to the supermarket. They can redeem the accumulated points into merchandise, coupons, discounts, prizes, etc. However, when these customers shop at their favorite supermarkets within HappyFresh, they won’t get any loyalty points that are tied within each supermarket. Hence, we would like to explore the opportunities within that area.
Current Project Status
The project is released in Phase 1 to production, and in Phase 2 is still in development with a focus on refining the design based on user feedback, improve the new approach of how to engage more customer to linked their account to HappyFresh and ensuring a seamless implementation.
Crystalize Design
After conducting in-depth interviews and User Testing for some users we identified several pain points in the current Phase I to linked their account. User found it challenging to navigate due to a lack of visibility, contrast and accessibility and there was a disconnected between user understandability to link their SuperIndo account.
Call to Action user to link their account
Authentication & linked account page
Additionally there was few point need to utilized:
Improve accessibility
Redesign Call to Action card for user linking their account in Store Home page by providing clear benefits for users and context for features
Call to Action user to touch points
Animation to increase visibility and user attention
Improve Proximity and Understandability
Redesign the authentication page for both non-linked and linked accounts. Improve proximity by incorporating a user input account with a tutorial on linking directly within the same page, eliminating the need to tap any Call to Action.
Improve proximity and user understandability
And enhance the understandability for linked accounts by providing guidance on how to claim their member discount.
Improve understandability to claim benefit of linked account
Boost User Motivation Implement strategies to encourage non-linked account users to take advantage to see the discount price so they interested to create My SuperIndo account and linking their account in HappyFresh and enhance communication & awareness about special discount of SuperIndo by place with high real-estate of store home in Below the Fold.
Themed section in high real-estated to boost user motivation
Label nudge for increase awareness context of supermarket deals
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