Restructuring promo code's experience

ComfortDelgro Zig

Role

UI/UX Designer

Timeline

Aug 2022 - December 2022

Aug 22 to Dec 22

Platform

ComfortDelgro's Zig app

Design process

Design process

Design process

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

Pain points

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

Competitor Analysis

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

Competitor Analysis

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

Wireframing

Information Architecture

Wireframing

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

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 Steps

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

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

Wireframing