A nudge to catalog personalization
Background
RediRedi is an innovative ecosystem for small and medium-sized online businesses that offers a digital catalog and tools for management and performance analysis.
Role
End to end product designer focused on improving new user activation rates.
Industry
B2C for global Market.
People involved
2 product designers, 1 Product manager and 2 developers.
Timeline
3 months.
Introduction
After a few months of launching the application beta version, it was observed, through interaction data and user behavior observation, that around 40% of new accounts did not complete the catalog customization. We also noticed that accounts with a 100% personalized catalog had a higher chance of converting to premium accounts.
With a few modifications to the dashboard and the creation of a new component, also within the dashboard, we gave users a nudge to explore the platform more and fully customize their catalogs.
Design process
Before delving into how the discovery process unfolded in this challenge, it's essential to highlight that the discussion sessions were based on a model that incorporates the active participation of various stakeholders, including product experts, technology specialists, marketing professionals, and end-users. The goal is to gather comprehensive insights and gain a deeper understanding of the diverse perspectives involved in building the product.
Problem Discovery
The discussion sessions were dedicated to exploring hypotheses related to two fundamental questions: 1. What gaps were identified in the integration process presented to users? and 2. How to keep users engaged in an activation and personalization process with multiple tasks? In light of these questions, the analysis methods adopted for the scenario resulted from a combination of Heuristic Analysis, where usability principles were applied to evaluate the flow, Usability Metrics Analysis, considering factors such as conversion rate, average time on page, page views per session, and heatmaps.
By analyzing the previous journey, we noticed that the flow and interfaces:
1. did not incentive to interact with the main product area – the digital catalog;
2. did not provide a clear path for customization journey;
3. had a poor discoverability (mainly dasboard), with no incentive to interact with one of the main product feature – the digital catalog .
Transforming ideas into solutions
After discovery phase, we feel prepared to begin exploring user flows and prototypes for this onboard process and than back to feedback sessions with product, engeneering and marketing stakholders.
The hypotheses guiding our explorations were:
-
We need to encourage interaction with the digital catalog tool, so that the discovery experience motivates the user to continue customizing the catalog;
-
It is crucial to guide the user through a clear path, indicating what needs to be done to conclude the customizing journey.
-
The Dashaboard should contain elements that actively stimulate the user to interact with the cards, promoting greater engagement and discoverability. Therefore, system navigability plays a fundamental role in encouraging users to explore and understand features intuitively.
To do list component
In order to promote a progressive experience on the gamification-based platform, we have implemented a Task List component that is displayed on the dashboard until the user completes all customization activities.
Channel status
RediRedi proposes a growth plan that starts with support for the first steps in the online sales market and extends to management support for sales across multiple channels, including social networks and marketplaces.
How it was tested?
Moderated in-person testing facilitated by the product director with 5 brazilian customers.
Results
12%
increase in fully customized catalogs.
Takeaways
"Discoverability: it doesn't matter how many features your product has if users can't find them"
– Jakob Nielsen