Elevating Promotions Experience for Amway E-commerce
My Role: UX/UI Designer
Platform: Mobile, Tablet, Desktop
Tools: Figma
Overview
Amway, a leading e-commerce platform, embarked on a mission to enhance its user experience by introducing a dedicated Offers section in the main navigation. This case study outlines the design process, incorporating insights from user research, best practices used across various e-commerce applications and user testing, to create an engaging and intuitive promotions experience. The objective was to provide users with quick and easy access to various promotions, such as discounts, coupons, special offers for members and category or brand-related sections. This case study showcases the application of best practices to deliver a well-organized and professional solution for Amway customers.
I was one of the two main designers working on promotions-related features and flows with a team consisting of product managers, scrum master, business analysts, principal software engineer, technical architect, UI lead developer, 4 software engineers, 3 front-end engineers. We worked in an agile approach and in two weeks sprint cycles.
The problem
Amway identified through user feedback that customers desired a more efficient and convenient way to discover and access promotions on the platform. The existing user experience did not provide a dedicated space to showcase promotions, resulting in missed opportunities to drive customer engagement and sales.
Challenge
Our team has been tasked with designing a dedicated promotions space within the Amway e-commerce app that would cater to users' need for quick and easy access to promotions, while aligning with the existing app interface and maintaining an overall visual consistency.
Goals
Understanding the Importance of Promotions in E-commerce
Promotions play a crucial role in e-commerce, driving customer acquisition, increasing sales, and fostering customer loyalty. They create a sense of urgency, encourage impulse buying and help retain existing customers. According to industry research, promotions can lead to increased customer engagement, improved conversion rates and enhanced customer satisfaction.
Competitive Research - Leveraging Best Practices
In the dynamic world of e-commerce, staying ahead of the curve requires understanding industry trends and learning from successful competitors. To ensure Amway's promotions experience was functional and user-centric, we have conducted a thorough competitive research. This helped us identify and leverage the best practices from other e-commerce applications, enhancing the overall effectiveness of the promotions tab design.
The competitive research involved an in-depth analysis of various e-commerce platforms known for their effective promotions presentation. We have examined such platforms as Amazon, eBay and Sephora, focusing on their promotions landing pages, section-specific promotion displays and promotion detail pages. The goal was to uncover design elements and practices that contribute to an engaging promotions experience.
Understanding users' needs
Based on previously gathered feedback received from users during extensive testing of the Amway e-commerce app, it became evident that the users wanted a more efficient and convenient way to find promotions. This feedback served as a crucial foundation for the decision to create a separate promotions tab, addressing users' needs for quick access to appealing deals.
Design - Key Moments
Wireframing and Lo-Fi Concepts
The design process involved creating wireframes and low-fidelity prototypes to establish the layout, hierarchy, and interactions of the promotions tab. User feedback and usability testing informed iterative improvements, ensuring that the design effectively addressed user needs and expectations.
User Testing in the Thailand Market
Thailand, as one of Amway's largest markets and the first market where the new promotions experience is to be introduced, served as an essential testing ground to validate the effectiveness and user-friendliness of the new designs. The user testing consisted of 10 participants who engaged with mobile prototypes of the newly-designed promotions tab following a structured flow. The goal was to gather insights into users' interactions, preferences, and challenges within the new promotions journey.
Testing Flow: The user testing began with participants navigating through the homepage and progressing to the offer landing page. Participants were then asked to explore various offers, placing orders for target promotion items and finally checking their order history. To gain comprehensive insights, the moderator posed specific questions tailored to each stage of the testing process.
Key Questions Asked: How did users search for specific promotion items? Did users effectively utilize the filter options available on the promotion landing page for different types of offers? What path did users take to locate and access the target promotion products? What visual cues were participants seeking while searching for specific promotion items?
General Promotions Inquiries: Participants were queried about their general interest in promotions and their history of purchasing promotional products. We also evaluated the effectiveness of the filtering and sorting options in various promotions sections. Participants were asked to review different versions of product cards and share their preferences. General feedback and suggestions regarding the overall promotion pages were invited.
User testing conducted in the Thailand market provided valuable insights into user behaviors, preferences and pain points. Participant responses informed iterative improvements, allowing us to refine the promotions experience further. User testing also highlighted the strengths of the design and revealed any areas that needed enhancement to ensure a seamless and user-centric experience for Amway customers.
Prototypes
The finalized design integrated the best e-commerce practices for promotions design and user feedback, resulting in a visually captivating and user-friendly promotions page. The tab was seamlessly integrated into the main navigation of the Amway e-commerce app, allowing users to easily explore and take advantage of various promotions. Users will now be able to navigate to section-specific pages, such as discounts, to find promotions tailored to their interests and access promotion details page for comprehensive information on each promotion.
Promotions Landing Page
Promotions landing page is an entry point to an array of enticing deals and offers, welcoming users with a visually captivating experience while efficiently guiding them towards relevant promotions.
Drawing from the competitive research and insights gathered during user testing, promotions tab was meticulously designed with a clear visual hierarchy. Various promotions were thoughtfully categorized, allowing users to distinguish at a glance between different types of offers, be it discounts, site-wide promotions or exclusive member deals.
The Promotions Landing Page seamlessly integrated section-specific navigation, enabling users to delve into promotions tailored to their interests. This strategic decision significantly reduced the time and effort required to locate their desired promotions. A user-friendly and intuitive filter system, inspired by the insights from the user testing phase, allowed users to refine their selections based on the type of promotions they were seeking.
Promotion Detail Page
Promotion detail page was designed to provide users with comprehensive and informative insights into each promotion and empower them to make informed decisions. The layout was thoughtfully structured to maintain visual clarity and avoid overwhelming users with excessive information. Promotion detail page not only showcases the promotion's duration and terms but also provided clear information about its intended target audience, eligibility criteria, and any potential restrictions. This transparency aims to foster a sense of trust and clarity among users, ensuring they were well-informed before proceeding.
Key Takeaways
By leveraging user testing, best practices and iterative design processes, our team successfully created an enhanced promotions experience for the Amway e-commerce app. The newly designed promotions tab provides users with a seamless and engaging way to discover and utilize various promotions, ultimately driving customer acquisition, increasing sales, and fostering customer loyalty. Application of user-centered design principles has lead to a well-organized, visually appealing, and professional solution that has elevated the overall shopping experience on the Amway e-commerce platform.
Promotions design deliverables presented in this case study will be gradually introduced in various markets around the world in 2024. The first market scheduled to implement it in February 2024 is Thailand.