Overview
I led the design of the 'Swapped eGift Card History for Guest Users' project at Prezzee, which spanned three months. Our goal was to reduce inbound calls related to lost swapped digital gift cards from BNPL guest users by 30%, particularly during the peak Christmas period. To achieve this, we introduced a swapped card history landing page and a feature that allows users to add swapped cards to their wallet for redemption in-store or online.
Key Results
Successfully reduced inbound calls by 35% during the Christmas peak period, surpassing the original goal of 30%.
Increased the number of taps for adding swapped cards to the wallet by 55%
Method
Stakeholder Interview, User Review, Design Assessment, Google Analytics, Customer Journey Mapping, Design Review, User Testing
Context
The new eGift card system has caused numerous issues since its launch. The issue of lost swapped gift cards from guest users is escalating rapidly.
Context 1
Context 2
These contexts brought up following two main questions to start researching.
How big is the issue?
Who is our specific user?
Discovery
Stakeholder Interview
I conducted interviews with the customer service and operations teams to investigate the number of customer inquiries and assess how many human resources are needed to correct the gift card status for guest users (restoring lost swapped cards to their dashboards)
Stakeholder Pain point
Google Analytics
I wanted to identify the specific number of mobile users experiencing lost swapped card issues. By analyzing data from Google Analytics, I discovered 22,000 errors related to guest swaps within the app.
22,000 errors related to guest swaps within the app
Defining Problem
Customer Journey Mapping
With initial insights from the customer center and operations team, along with data from Google Analytics, I identified user personas, goals, and the user journey from purchasing a Prezzee gift card through Afterpay to the redemption experience in Prezzee. The workshop helped visualize the process and provided full context for the research findings.
User Journey Mapping
BNPL Guest User Persona
The MVP
The outcome of the workshop helped us identify how the user experience could be optimised, as well as provided insights into how to bring this initiative to market and prioritise the scope. We decided to prioritise two key actions: first, assisting guest users in checking their remaining balance via the app, and second, empowering users to add swapped cards to their wallet.
Prioritising scopes
The Goal
To prevent a surge in inbound calls during the peak Christmas period, we aim to reduce calls related to lost card issues from BNPL guest users by 30%.
The goal for the project
Ideation
Low-Fidelity Design Check-In
The swapped card history flow is a new feature in the app, so I collaborated closely with the back-end engineers to ensure a seamless end-to-end integration from the web to the app. We worked together to understand the technical constraints and ensure the new feature would fit smoothly into the existing flow, addressing any potential challenges along the way.
End to end Guest User Flow
Low-Fidelity Design Concepts
User Testing
I’ve collaborated with UX Researcher to test usability comparing two version of a design to determine which performs better against predefined metrics. We choosed unmoderated testing because it provides several advantages, particularly when we want to gather data from a large number of users in a short period of time. It gives us the opportunity to observe how users approach tasks on their own, offering insights into the intuitiveness of the design and highlighting potential usability issues that may not be apparent in a moderated environment.
Method
Unmoderated testing: Users are assigned to different version, and their interactions are analysed to identify the most effective design.
Task
Swap original gift card to another retail card
Add swapped card to Wallet
The metrix
User Engagement (by tapping on 'Swap-Love' button)
User Comprehension (by tapping on 'Add-Card-Wallet' button)
Unmoderated User Testing
Key Findings
6/8 Participants feel version A is easier to understand the list of original card and swapped ones
5/8 Participants quickly find the button on version A to swap remaining balance of the original card
Delivery
I shared the final design with the team to align everyone on the process and set clear expectations for the next steps.
Feature 1 - Add Swapped Cards in Wallet
Add a feature to the wallet that allows users to redeem swapped gift cards.
Ensure that seperate buttons are maintained to uphold consistent button hierarchy across both web and mobile platform.
Feature 2 - Refresh screen functionality
Refresh screen functionality for the guest user to check the new swapped card
Future iteration
