More aware when to use a coupon before it expires with new component kit
September 2022
Background
Our coupons by default have an active period of 7 days after being redeemed. Based on our data from Aug 22, the average percentage of users who use the coupon it's just about 30% of them who redeemed the coupon for 7 days. As an overview of the overall CVR in the last 2 months (Jul - Aug 22), it was found that the overall was 12.1% which in our opinion is still not optimal.
Assumptions
Forgot/don't know/lost information on the deadline for using the coupon
Minimum transaction not as needed
The amount of the discount is not satisfactory
Deep dive through survey
I was assisted by a colleague from the Product Associate to do a survey. The objective of the survey is to find out what factors prevent users from using the coupons they have redeemed. The survey is divided into 2 user groups; We divide the user groups so that we can see the pattern of the 1st & 2nd user groups whether they have anything in common.
1st is the user group who redeemed in the last 2 months.
2nd is a group of users who do not redeem but have used coupons.
Below is the summary result from the survey that we did.
For both of the 2 user groups, the factor that was chosen the most was the "Lupa pakai kupon". It still feels lacking in detail what made them forget, but if we actually look at it when users don't know the expiration date, it can also cause them to forget to use the coupon.
Due to insufficient time for the project, we want to try to focus on the clear factor that can make them forget (Tidak tahu masa hangus kupon).
I gather intentions from the users (based on survey results), business & design side so that can keep aligned with the company vision.
How might we improve the coupon expiry date for itemku users to increase the usage rate of coupons?
Success Metric
📈 Increase coupon usage rate
Ideation
So I do adjustments to the coupon card component with a focus on expiry info & how to deliver effective info.
Card for claim coupon
Card for coupon redeemed
Final Design
The Outcome
After deployment, we try to track the funnel (redeem - finish order) to get the impact of this project. The result was increased but we must monitor for more than 1 month to see a more detailed path.
Great Achievements Never Stand Alone
These all wouldn’t be possible without the great works of
Product Manager
Azis
UI Engineer
Ciara
CRM
Sandy
and many others which I couldn't name one by one.
