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 end up not making a transaction on the GrowSari mobile app
SOLUTION
A gamified onboarding experience
TIMELINE
Over 1-week sprints, I worked in small teams to ship new features and rapid improvements, testing 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 are mostly store owners who are generally moms or older adults, often serving as breadwinners or trying to bring in extra income for their families by opening a sari-sari store (a small, family-run shop). Their core challenges include limited resources and limited tech knowledge. Meanwhile, GrowSari aims to streamline and enhance the supply chain for traditional retail and small, family-owned stores. As a startup, it was also important to deeply understand its consumers in order to improve the platform.
DESIGN PRINCIPLES
Given the business needs and common onboarding interaction patterns, we decided that the GrowSari designs should:
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 quickly designed and tested a MVP to-do list UI, which resulted in a measly 0.4% CTR, so we explored other visual treatments for higher engagement.
We ultimately chose to ship a bingo card layout for its flexibility, scalability, and familiarity with our target audience.
The bingo format provides familiarity, along with the satisfaction of getting closer to a bingo. Additionally, the grid layout makes it easy to scale to other use cases, with two lines of space for text, the ability to add icons, and any number of free spaces.
The improved visual design and subtle motion led to a 27.27% CTR.
As compared to other CTRs on the app that led to conversions, 27% was deemed high enough, thus the design was shipped on the mobile app..
FURTHER IMPROVEMENTS
How might we drive stores to do the checklist in relevant parts of their user journey?
We modified the bingo card to a smaller version to push at relevant non-disruptive areas of their user journey, such as after transactions and as a promotion tile on the landing page.
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% CTR
Increased the onboarding task CTR from 0.4% with the checklist to 27.27% with the animated bingo card, a 1027% increase.
New design system component
The bingo card was added to the Design System for use in other pages and scenarios.
Scaled
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 🤍