Drop Offer Screen
HELPING CONSUMERS LEARN ABOUT BRANDS
Drop is a rewards mobile app that allows users to earn points on offers from their favourite retailers and to discover new ones. Drop is able to reward users with points through partnerships with brands such as Postmates, Warby Parker, and Glossier.
Users can earn points on offers in two ways: by shopping using card connected to the app, or by shopping in the app. Users can learn more about the offer in the app's offer information screen.
Over the past year, the majority of Drop's offers required users to shop in the app. This is attributed to increase amount of direct-to-consumer (DTC) companies and growing trend towards online and mobile shopping.
Unfortunately, the offer information screen in the app did not evolve to account for this shift in the business. The offer information screen did not present relevant information to the user that would convert them on the offer.
I redesigned the offer screen to serve users relevant information about the offer. I designed this feature end-to-end, starting from user research to the final prototype.
I conducted 1:1 user interviews with high-revenue generating users to understand the following:
What are the triggers that leads users to complete an offers? How does the current offer page fall short?
We categorized high-revenue generating users as users who spent on Drop’s revenue generating offers. We spoke with these users to understand their shopping journey in relation to Drop.
I asked users questions such as:
When you use an offer in the app, how does that typically look like?
What do you typically do when you purchase a product or service. What’s the process like?
What are your favourite brands? Why did they become your favourite?
Tell me about a brand, product, or service you recently discovered. How did you discover it and what did you like about it?
The research findings indicate that the current experience did not present enough relevant information the user. High-revenue generating users had to look for relevant information outside the app, which felt disjointed and disrupted their experience.
Users complete offers based on the following information:
Needs Do I need this?
Convenience How convenient is it for me to receive the product or service?
Incentive What's in this for me and what will I get out this?
Familiarity What do I know about this brand? Do my friends know about this brand?
Lifestyle How does this into my lifestyle?
The current offer screen did not present the user with relevant information on how the offer fits into their lifestyle. With this in mind, I framed the problem like so:
How might we enable users to understand how an offer is relevant to them?
1. Improving hierarchy
The current experience hid brand information in a second tab. For this redesign, I presented brand information and incentives up front to immediately allow users to see if the offer is valuable and relevant. Once the user decides if the offer is relevant to them, they can see how to properly complete the offer to earn points.
2. Focus on engagement
I introduced a "Product Feed," which allowed users and brands engage with each other. Users can learn about the brand's product offerings, and earn points from surveys and videos created by partners. This allows users to learn more about how the brand fits into their lifestyle in a more engaging way.