Improving the product After a successful launch

My role:

  • Collaboration with UX Research
  • Discovery and problem framing
  • End-to-end design: Product Thinking, Interaction Design, Visual Design, Motion Design, Design System.

Team Composition:

  • Groceries Consumer team:
    4x PM, 3x design, 20x engineers, 0 content, 0.5 UXR & DS
  • Grocery Fulfillment team
  • Grocery Ops Team

Complexifiers:

Additional complexity of a physical delivery product

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People Problems

Business Motivation

We’ve seen week-over-week growth of 10-20% when we’ve run discounts campaigns in other parts of the business, and hypothesize that we’ll see similar growth by bringing discounts and offers to our delivery service Quik.

Deep Dive: Defining Discounts

Once you really dig into the topic of discounts, you discover that there is a lot of depth to it, beyond just “X% Off”

  • Item-Level Discounts 
  • Category-level Discounts (“Fruit on sale”)
  • Percentage Discounts (30% Off)
  • Amount-based Discounts ($5 Off)
  • Buy x get x free Discounts 
  • Holiday-based Sales (Ramadan Sale)
  • Time-bound Discounts (Only this week)
  • Flash Sale (Only today)
  • Location-based Discounts (On sale near you)
  • Free Gift Card when you buy X / more of item Y
  • Spend over $X and get item Y free
  • Cashback – Buy up to X and get Flat Y back
  • Cashback – Buy up to X and get 10% back
  • Progressive Cashback based on AOV
  • Payday / pay week offers
  • Discount on Nth offer
  • Clearance Sale
  • Milestone/Journey (order/AOV) based
  • Bundles – Buy Tomato, Onion, Garlic together and save extra X 
  • Add X number for $Y 
  • Spend over $X and get $Y off

Research


Understanding which discounts our customers are most interested in. Collaborated with Research team to design a study for our customers.

Based on Research Insights, defined MVP


Item & Category Discounts, percentage and amount-based, placed in the following areas:

  • Merchant Home
  • Merchant Search
  • Product Detail Page
  • Basket
  • Checkout

We explored dozens of options during concept review

While discussing pros and cons during various parts of the process

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Increase in completed orders

Increase in repeat customers 

This was my favorite option

Eng team was like “Yeah this is cool but we only have 1 iOS and 1 Android Engineer”

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