Restructuring promo code's experience
Zig
A case study exploring migration and centralization of internal promotion campaigns
Role
UI/UX Designer
Timeline
Aug 2022 - Dec 2022
Platform
ComfortDelgro's Zig app
Problem statement
Currently, each ComfortDelgro platform has its own way of implementing its promo codes. The promotion system is handled differently and there's a need to manage and standardize the UI for promo codes.
Why is a redesigned and standardized promotion system essential in going forward?
Users should not be having difficulties accessing promotions with our different CDG platform
There is a lack of key information in the current promotion system
With incoming services and merchants into Zig, there is a need to categorize these promotions and make them more accessible to users
Goals
1. Create awareness through promo codes to increase engagement between services
2. Implement a hassle-free and efficient method of promo code redemption
3. Ensure a smooth user journey for a wide array of scenarios when redeeming promo codes
Pain points
Low readability
Keywords are not defined visibly and some users may be wary of using the promo code
Poor utilization of space and elements
Promo code's string is placed within the card that can already be used in a single click
Disintegration between each services
Promo codes are not housed together and are applied separately
Evaluation Matrix
Key Findings
Zig is the only platform without a detail screen for its promotions
It is a letdown that such an integral and essential feature is absent
Only Zig's promotion interface is using a dialog component
With new services merging in, having another screen for promotions will create a neater interface
Sorting of promotions
There should also be a need to sort various promotions in the future through keywords, types and categories
Underutilization of point system
It is good that Zig has a point system, but it is not integrated into any promotion system
Hypothesis
Will a vertical layout with large images entice users more?
Cards are designed with both horizontal and vertical variations
Would adding an icon make the cards more intuitive?
I want to know if users would tap on the card automatically if they want to check its details
Would a dropdown menu be a hassle or benefit for user?
Do majority of users actually read the terms and/or how to use?
Survey data
50 internal/external respondents who use ride-booking services seldomly to regularly
Age range of 21 - 55 years old
Insights
Most users prefer a horizontal layout of cards
A horizontal layout enables more text to be aligned with lesser line break. Some users prefer a vertical layout due to a larger images shown
All users found the interface to be neat and easy to navigate
A neat UI is essential and ensures a smooth user journey for all age groups
Would a dropdown menu be a hassle or benefit for user?
Do majority of users actually read the terms and/or how to use?
Final screens
Next Step
Can promo codes be redeemed with points?
How will it work and how often can users redeem it?
How can I liaise with Marketing to promote Zig's services through promo codes?
How will the promotions be advertised and what are the images to be used?
Create all screens in regards to scenarios in the Product Requirement Document
Promo codes have limitations such as geo-fencing, time and location based. What will users encounter when such limitations arise and how we can improve such experience?
Lessons learned
Empathize on development team
Some features I proposed can't be implemented, such as storing promos upon redemption. I learn to understand and be accepting of technical limitations
Working well with stakeholders
Some features implemented by various stakeholders do not follow certain guidelines for a good user experience. I learned how to liaise and explain tactfully in a junior position
Research methods
I learned how to utilize various research tools to generate data and prove my hypotheses
