Reducing barriers to redemption

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Introduction

The goals of this project was to design improvements and new features to solve the problem of low redemption (customers not using their Groupon Deals).

My role: Interaction, visual, and animation.

Problem

  • Purchase was high but redemption was low. Most purchases came from first time customers.

  • Expired deals slow down buying momentum, and customers are likely to not return to the app to browse/shop.

  • The Groupon app did not emphasize unredeemed deals.

Research

  • Analysis of existing data.

  • 5 week blind diary study with 37 customers.

  • User Testing of design prototype.

design Strategy

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Focus on redemption programs & purchase detail page

Redemption Programs

Introducing the ability to extend expiration of a deal, or trade it for a new one.

Use case 1: Deal is expiring soon (30 days), user goes to list of purchases.

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Use case 2: Deal has expired and app is launched.

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Animations

Purchase Details Page

Key screens: Make the design of the purchased deal page reflect the customer’s needs at that point in time. The original design mimicked the deal page (prior to purchase).

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For all of Groupon: A big part of Groupon's business is also selling physical products and travel deals. Here are some key screens designed following the same design principles.

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