Designing first transactions
GrowSari • Shipped 2023
ROLE
UX Design Intern with Senior UX Designer and PM
SKILLS
Motion Design, Visual Design, User Testing, 1 week sprints
AMBITION
How might we reduce drop-off rates for new customers?
PROBLEM
28% of new users don't make a transaction on the GrowSari mobile app
SOLUTION
A gamified onboarding experience
TIMELINE
I worked in small teams on 1-week sprints, shipping new features and rapid improvements. We tested each one with a small set of customers before rolling out to the full user base.
RESEARCH
Users are overwhelmed by the user interface
GrowSari's users' core challenges are limited resources and limited tech knowledge. In customer calls, users said the home page was too confusing and that they couldn't find the products they needed.
DESIGN PRINCIPLES
Given these challenges, we returned to our guiding question: how might we reduce drop-off rates for new customers?
From there, we defined three principles to keep onboarding simple without losing new store owners along the way:
Take up real estate
It should encourage new store owners to complete onboarding through visibility
Promote loyalty
It should only provide non-monetary benefits such as loyalty and the notion of improving your personal experience
Be action-oriented
It should encourage new store owners to complete the tasks for onboarding
DESIGN EXPLORATIONS
We created a to-do list UI that gave users a set of tasks introducing them to the app's core features (FMCG and e-services).
This addressed principles #2 and #3, promoting loyalty and staying action-oriented.
To take up real estate (principle #1), we placed the to-do list at the top of the profile page.
We also added it to core moments in the user journey, such as after a user's first transaction and as a card on the home page.
MEASURING SUCCESS
We used onboarding task CTR as our early signal, because first transactions take longer to show up.
Most of the tasks on the list introduce users to GrowSari's core flows such as ordering FMCG or paying for an e-service. Two support onboarding and KYC goals: submitting an ID and requesting a QR Ph code.
After a weekend of testing with a few hundred users, the to-do list UI got a 0.4% CTR.
This led us to our next challenge: how could we make the to-do list more engaging?
In our next 1-week sprint, we shipped a bingo card layout for its flexibility, scalability, and familiarity with our target audience. The bingo format offers that familiarity, along with the satisfaction of getting closer to a bingo.
Improved visual design, combined with subtle motion, pushed the CTR to 27.27%, and we shipped the design to the entire user base.
I added shadow and highlight to the bingo card, turning it from a flat UI into something that reads as clickable.
KEY TAKEAWAYS
Utilize design principles as the bedrock of your design process
Design principles ensure that core values remain at the forefront throughout the design process.
Recognize when to diverge from the design system
In the case of GS's developing design system, I encountered situations where there were no pre-existing components available. This scenario presented an opportunity to exercise creativity to tailor designs to the specific requirements at hand.
OUTCOMES & IMPACT
0.4% → 27.27% onboarding task CTR
Increased the onboarding task CTR from 0.4% with the checklist to 27.27% with the animated bingo card, roughly 68× the original CTR (a 6,718% increase). Far more new users now start onboarding tasks, including the ones that lead into a first order.
What clicks don't tell us
CTR shows that more new users started onboarding tasks. It doesn't show that they finished a first transaction. The open question is whether the bingo card brought down the 28% of new users who never transact, and answering it takes first-transaction data, not clicks.
New design system component
The bingo card was added to the Design System for use in other pages and scenarios.
Scaled for other use cases
It is currently being scaled to accommodate other use cases such as holiday and loyalty awards.
I am incredibly grateful to everyone I was able to work with at GrowSari. Their unwavering guidance and support were instrumental in my growth as a designer. To Gail, Inez, Gio and Andrezj, thank you once again for this invaluable experience 🤍