GDP

Hyper-local Discount E-commerce

A Pune-based home grown discount e-commerce app created to offer exclusive discounts to its users.

Results

20%

INCREASE IN CONVERSION RATE

35%

DECREASE IN EXIT RATE

ROLE

UX Design Lead

COLLABORATED WITH

CEO
Marketing Manager
Design Interns

TOOLS

Adobe Photoshop
Adobe Illustrator
Zeplin

GOAL

The goal of this project was to redesign a discount app for local users within two weeks.

BACKGROUND

The client wanted to redesign the app in time for the festive season. They wanted a new user interface and layouts with minimum redesign of the entire architecture.

Lead this team with two fresh UX Design interns. This was one of my first UX projects too, having started my career as a UX theory specialist creating UX curriculum and then gaining practical knowledge through projects like these.

CHALLENGE

This being one of my first practical projects, was definitely challenging and even more so given the duration. But the main challenge was to organize the app as it had discounts in over 90 categories and at the time there was no organization for it. Also, the layouts had major usability issues and we needed to address those in the redesign.

PROCESS

STAKEHOLDER REQUIREMENT GATHERING

One thing about this project was that the client was very sure about what they wanted, which does help especially when short on time. It also meant that we couldn't experiment or innovate much, something I always aspire to do but even then we did try bring in creativity in this challenging project.
Right in the first meeting, the client gave us their requirements and the user research they had conducted. I utilized their research and swiftly moved to mapping the User Journey of the user.

USER JOURNEY MAP

Based on the data provided to us and as per our design knowledge, we started mapping out the user journey, I led my small team and we actually found issues in the purchase process through it. There was no review or rating option, which caused users to have doubts before making a purchase.

PROCESS

Once we had our pain points and challenges defined, we got into finalizing the feature list and added features like the option to add and view reviews and ratings, to refer the app or a particular discount to a friend and to set their preferred categories.

IDEATION

PROCESS

We used card-sorting for two things, to fix the issues in the layout and flow and to organize their over 90 categories into chunks of relatable categories.

CARD SORTING

Conducting this exercise with recruited participants gave us quick insights on the needed architecture and sorting.

PROCESS

Now we had the categories and the app navigation defined and so we formed a quick IA on paper to take us ahead.

INFORMATION ARCHITECTURE

We defined the IA to jot down the basic structure of the app, which would be helpful in creating the wireframes and the final screens.

PROCESS

I knew the client had some specifics in mind when it came to layouts and so I explored a few options for the homepage concepts to run through them.

LO-FI PROTOTYPING

PROCESS

Following the client's feedback, we iterated, explored more and here are the final visuals.

FINAL VISUALS

LEARNINGS

1. I learnt the hard way the importance of mapping out use cases through this project.
2. My biggest learning was how to delegate tasks to relatively inexperienced designers and still maintain quality.