Bewakoof.com
Improving shopping and checkout experience by introducing easily discoverable offers and nudges for user to save more.
Project Duration- 4-6 weeks
My Role - UX Researcher, UI, Testing, Prototyping and Dev Handover
Tools Used-Figma, Usability hub & Zoom
Overview
Bewakoof Brands Pvt Ltd is India’s leading e-commerce Platform. Founded in 2012, Bewakoof is a lifestyle fashion brand that makes creative, distinctive fashion for the trendy, contemporary Indian.
As an e-commerce platform, a smooth checkout process is a key factor in the increase of overall revenue. In the current checkout experience, users are unable to discover offers and coupons while shopping and in the cart too.
The goal of the project was to
Analyse the user experience of the current checkout experience focusing on the coupon and discounts experience
Finding solutions which can make the journey of applying and discovering coupons easier for users to follow.
Screenshot of the cart before the redesign
Design Process
I started out this project after a request from the marketing team as a potential issue that can be fixed by a better user experience and interface. This problem was highlighted in surveys and focus groups conducted by the marketing team for the overall shopping experience.
After analysing the data with the project management team I found that a majority of users are facing this issue and it is directly affecting the cart conversions. There were effects seen in the number of visits v/s conversions too.
Let’s Talk about the problem area
Users are unable to discover offers and coupons.
As a business, this impacts our overall sales. The data shows that the number of visits vs conversions is low.
Users are also dropping out before ordering or leaving the order midway.
Problem Statement
Users of our app are unable to discover offers and coupons while shopping and placing orders. This is a problem because the target audiences are likely to abandon the cart when they are unable to discover offers. Offers will help in increasing the conversion rates of the cart which help the business in overall revenue.
Proposed Solution
To rethink the UI of the cart and add the feature of users being able to explore and apply coupons.
To make the flow of applying coupons delightful and easy to use.
To add nudges in the user’s journey to help them discover offers that are applicable to their cart amount.
To rethink the UI of the cart and add the feature of users being able to explore and apply coupons.
2. To make the flow of applying coupons delightful and easy to use.
3. To add nudges in the user’s journey to help them discover offers that are applicable to their cart amount.
Secondary Research - Approach Towards the Problem
A strong follow-through process is great for turning casual browsers into shoppers and reducing cart abandonment.
B.J. Fogg’s Fogg Behavior Model states there are three essential elements to achieving successful follow-through:
Cart abandonment usually results when one or more of these elements is missing. Here in the user’s journey, Trigger is what is missing as once the user has added a product to the bag, the system doesn’t give them a Trigger or nudge to remind them of the products. Offers and benefits can be the motivation for the users to go forward and convert the cart.
Source: https://www.nngroup.com/articles/shopping-cart/
COMPETITVE ANALYSIS
DIRECT COMPETITORS HAD A CLEAR CART PAGE WITH OFFER BANNERS AND APPLY COUPON CTA. THE OFFERS WERE ALSO HIGHLIGHTED ON THE PRODUCT DESCRIPTION PAGE. All COMPETITORS ALSO HAD HOMEPAGE NUDGES OR SHELVES TO VISIT THE CART AGAIN.
For Indirect competitors, I studied two Food delivery apps as their user journey for offers and benefits is impressive. They focus on providing their users with the best deal. A similar feature would help the conversions hence studying their patterns was helpful.
USER RESEARCH
Goal of the research -
To understand how the users navigate in the current app flow.
To understand the need and how frequently users feel the need to or search for a coupon code.
To Identify the pain points in choosing and applying a coupon.
To identify the information user searches for in a coupon or offer.
USERS WANT THE EASE OF DISCOVERING & APPLYING THE COUPON. THEY ALSO WANT EASY READABILITY OF THE COUPON, SO THAT THEY SPEND LESS AMOUNT OF TIME WHILE PLACING AN ORDER.
INTERVIEWED 5 USERS - who were old users of Bewakoof to understand the current pain points they have while looking for and applying a coupon for their purchase.
Pains Points -
Most users could not discover the coupons and missed them while checking out.
A considerable amount of time was spent reading through the coupons written in the form of statements currently on the cart.
Not able to figure out which one is the best for them or is applicable.
Not able to understand the amount of savings they have in a particular purchase.
”The coupons are like statements not able to understand what code
should I put while applying” - Anisha
CUSTOMER JOURNEY MAP
After the user interview I documented a user journey map to understand how they feel at various stages along the journey and integrated on the opportunities and insights I could gather at each stage.
USER PERSONA
Meet Shreya Singh, a fresh college graduate who is looking for affordable stylish clothes. She wants to be trendy but has a budget which she needs to stick to.
ANALYSING USER JOURNEY
To map out the places where a nudge can be suitably placed I explored different user flows and mapped out where I want to place the deals’ nudges and the apply coupon feature.
DESIGN PATTERNS
BRAINSTORMING SOLUTIONS
I started Brainstorming the solutions with How might we questions. How might questions help me in analysing the problem from different POVs and coming up with interesting solutions. I also sketched out a few solutions to help iterate better.
FINAL SCREENS AND TESTING
After Brainstorming the solutions I proceeded with making the Hi-fi screens for the flow. To Test the designs I conducted a usability test and also performed A/B testing to test one iteration over the other.
A/B TESTING BETWEEN ITERATIONS
Categorisation in the Coupon Page acc to the coupon type
A Support bottom sheet to help users to understand how to apply coupons
BXGY Nudge
Actionable Steps
Continue iterating on usability test findings
Launch the feature and track metrics to understand the success and shortcomings of the feature
Update the PDP coupon designs
During this project, We were also working on the New Design System for Bewakoof and using those elements to update the cart UI would help in making the UI cleaner and modern.
Next project that I worked on after this is a CART REVAMP. I will soon update the case study for the same.
Learnings
As this was one of the first ends - to end delivery for Bewakoof there were a lot of learnings along the way.
I learnt more about the Bewakoof users - their goals, motivations etc which will help in more projects.
I also coordinated with PMs and Devs, which helped me in empathising with their needs and languages.
QUICK LOOK AT SOME PROPOSED SOLUTIONS
Please note that this is a quick look at some proposed solutions. For all solutions and the process followed please scroll down.
Small Snap from the redesign
Small Snap from the redesign
Iterations for coupon design
Iterations for coupon design