To create a user-friendly mobile app which provides discounts/cashback offers at any local store. The primary goal of the app is to drive spend and, more generically, any sort of in-product behavior. Digiway is divided into two main sections Digiway and Digiway Business. Local shopkeepers can create attractive offers for their customers on Business App. Customers, on the other hand, can avail all the offers without any limitations, all they have to do is make payment through Digiway app.
In this information age, with offers and discounts everywhere, those large corporations are sweeping away the consumer market by offering huge deals and sales discounts, people now are accustomed to this trend. Availing an offer or a discounnt, releases some amount of dopamine in the mind of the consumer. It’s a simple persuasion technique which increases both sales and customer satisfaction if applied correctly. Applying the same principle to the retail shop is what consumers didn’t know but needed.
This case study completely focuses on the design process that was followed to create this app.
This is the first step towards interface requirements. Initial meeting with the executives gave a better picture of the business, and interviewing them to understand their goals, business plans, and scope of work. Then later converting the whole interview into a document for all the stakeholders to stay on the same page.
For this case-study i’ll be explaining only customer side of the app.
Identifying our competitors and observing their features, methods and service to build a better product. We considered below 3 competitors for analysis
Competitor analysis gave us a good start, and we did a need/gap analysis to uncover better opportunities. It also helped us in coming out with offers that can be provided to the customers.
Some basic offers which can be availed by the shoppers are:
The market segment recorded in Design Strategy was used to create a detailed profile of users to generate empathy. Their demographics, environment, and basic tasks were recorded in these profiles.
Once we finalized with the user profiles, we gave a life to them by adding personality and emotions, also helped us to distinguish between developer desires and user needs. For 2 different market segments, each had 2 different personas.
Img: Persona of a user, who falls in the explorer market segment
Two direct data-gathering methods were used, known as User Observation and Face-to-face Interviews. It gave us a better understanding of the user and the market.
It was specifically conducted inside the shops, and shopkeepers were well aware of the project which helped to reduce alteration in the behavior of the subject when observing them (Hawthorne effect).
It was conducted with 10 users that were retail shop customers, these people were recruited based on our user profile and persona. This step opened up a lot of business ideas and gave us a clearer picture of their mental model. We also validated our assumptions on the profiles and personas. Below are the few outcomes of interviews:
From the interviews and user observations, we created scenarios to get more empathy towards our users. Every persona has a different scenario, which explained different tasks they performed and the way they execute them.
Daisy is on her everyday routine from work to home by travelling in a bus and she gets down at the nearest stop to her house. Being a working woman and also a home maker, she has a very busy life, so Daisy usually keeps a list of items in her phone that needs to be bought. She quickly goes through the list and goes to the nearest grocery store. Wishes to buy every item from the same shop and have atleast some discount on the total bill. Daisy realizes she doesnt have enough cash for now, and would like the shopkeeper to add it to her tab, and she'll pay in the starting week of next month once her salary is credited.
After developing the scenarios, possible tasks were created from them, along with other general tasks which were derived from the data-gathering phase. All the tasks were considered as per the market segments, to have a better picture of all the tasks.
Tasks were detailed out to document the process and keep them optimized to have a shorter and seamless journey on the app. Tasks were divided into an acceptable number of steps with progressive disclosure and also reduce the intellectual load on the user.
Tasks were prioritized based on their frequency and importance to help design the Information Architecture and Primary navigation.
The task analysis stage was quite helpful in uncovering other mechanisms for user engagement, our source of inspiration was user behavior, where they perform a series of actions in order to achieve the reward.
Examples of behaviors are:
Once a user completes a series of tasks, he is rewarded with a assured cashback offer which is directly credited in Digiway wallet, or a coupon code for a partner proucts and services. The reward increases the chances of the user to come back on the app.
Organized all the information and tasks into groups and labels, this was the first tangible thing that was designed for the interface.
Initially, a rough sketch was made to showcase the navigation model to stakeholders. Once that was done, we started with high fidelity wireframes which covered Interaction, navigation, and content.
A quick click through prototype was created of the wireframes to present the user journey/navigation to stakeholders. Feedback was taken from stakeholders and prototype was given to 4 target users for testing. All the observations during testing were noted and after a need gap analysis and its importance, we made changes in the product and in the IA.
Only when we were thorough and confident with our wireframes, we started with the visual design phase. As recorded in the Design strategy, the brand is supposed to be trustworthy and royal, the color combination of blue and purple was used. White space keeps the design neat and helps overcome information overload.
The design and research phase of the project went well, and the development started too, but due to some unforeseen circumstances, the product couldn't go live. It was hard to fathom and quite disappointing but nevertheless, there's always something to learn.
Following design process when building products will not only help keep the project in order but also increase the quality of the product.
Feedback allows one to know that they are imperfect, but leveraging that feedback to improvise designs will be one of the key factors for innovation.