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
People Problems
“Careem is expensive”
“I see no discounts, that’s weird”
“Not having discounts makes me unhappy and less likely to buy”
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
Where we landed
Centralized discounts and orders
Opportunities for sponsored sections
Clear visual hierarchy
Outcomes
25%
Increase in completed orders
19%
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”