Problem Statement - Add a feature for users to avail offers based on challenges.
Potential Impact on business
The implementation of this feature is anticipated to yield favourable results on significant business metrics such as User Engagement and Increase User Acquisition (referral traffic) .
- User Engagement impact — Providing users with Challenge-Based Offers feature could help to improve user engagement with the app. By adding a gamification element to the shopping experience, users will be more likely to stay active on the platform.
- User Acquisition impact — Incentivising users to refer their friends to the app, TataCliq. This can help to drive growth for the business and increase brand awareness.
Index
5. Future Scope
☀️Introduction
As I reflect on my first experience participating in a hackathon event, I am reminded of the exhilarating and challenging journey I embarked upon. With my limited prior experience in such intense design sprints, I approached the event with a mix of excitement and uncertainty.
In this case study, I invite you to dive deep into the process of how I made critical decisions and navigated through the constraints and opportunities presented to me.
As the event unfolded, a flood of knowledge and lessons learned throughout the years rushed to the forefront of my mind. All the design process methods, principles, and techniques that I had studied and practiced were at the forefront of my thoughts. It felt like standing at the base of a mountain, where each word and concept represented a daunting challenge waiting to be conquered.
In the midst of this mental flurry, the hammer dropped, and the problem statements were unveiled. It was a pivotal moment, and there was no time for lengthy preparation or hesitation. It was a moment that demanded immediate action and decisiveness. It was time to dive headfirst into the unknown.
With the clock ticking and the pressure mounting, I quickly immersed myself in the task at hand.
In this case study, I aim to take you on a comprehensive journey through my decision-making process, highlighting the challenges, breakthroughs, and lessons learned along the way.
Join me as we unravel the depths.
🧠 Brainstorming
Context: TataCliq is an online shopping and lifestyle application that aims to provide a seamless shopping experience to its users. The application offers a wide range of products across various categories, including fashion, electronics, beauty, and more. In a highly competitive market, TataCliq is looking to increase user engagement and retention by introducing a new feature that rewards users for completing challenges.
Feature Name: Challenge-Based Offers
Core Idea of the Feature: The Challenge-Based Offers feature will allow users to avail of exclusive discounts and offers by completing various challenges. These challenges could range from completing a certain number of transactions to referring friends to the app, leaving reviews, or sharing products on social media. As users complete challenges, they will earn points, which can be redeemed for discounts and offers on products available on TataCliq.
As users complete challenges, they will earn points, which can be redeemed for discounts and offers on products available on TataCliq. For example, a user might earn 50 points for completing 10 transactions in a month or 100 points for referring a friend who makes a purchase on the app.
In addition to improving user engagement and retention, the Challenge-Based Offers feature is also expected to have a positive impact on business metrics, including revenue. By offering exclusive discounts and offers to users who complete challenges, TataCliq can incentivize users to make more purchases on the app, leading to an increase in revenue.
Overall, the Challenge-Based Offers feature has the potential to be a powerful tool for improving user engagement and retention while also driving business growth for TataCliq.
Probable Ideas
Dashboard: Create a dashboard where users can see their progress on completing challenges and earning rewards. The dashboard can show a progress bar, with each challenge represented by a different color or icon. As users complete challenges, the progress bar will fill up, and they will earn points that can be redeemed for rewards.
Badges: Introduce badges that users can earn for completing different challenges. The badges can be displayed on the user’s profile page, along with a description of the challenge they completed to earn the badge. This will create a sense of achievement and motivate users to complete more challenges.
Notifications: Send push notifications to users when they complete a challenge or earn a reward. The notification can include a visual representation of the reward, such as a discount code or a cashback offer. This will create excitement and incentivize users to keep completing challenges.
Leaderboards: Create a leaderboard that shows the top users who have earned the most points or completed the most challenges. This will create a sense of competition and motivate users to keep engaging with the feature.
Gamification elements: Add fun and engaging gamification elements to the feature, such as animated graphics, sound effects, or mini-games. This will make the feature more enjoyable to use and create a sense of entertainment and reward.
The form of games that users can engage in to earn rewards and discounts on TataCliq.
1. Trivia Games: Users can be presented with a series of trivia questions related to the products or brands available on TataCliq. For each correct answer, they earn points towards rewards and discounts.
2. Scavenger Hunt: Users can be asked to find hidden clues or products within the app, and for each successful find, they earn points towards rewards and discounts.
3. Interactive Quizzes: Users can be presented with interactive quizzes that test their knowledge of a particular product category or brand. For each correct answer, they earn points towards rewards and discounts.
4. Memory Games: Users can be presented with memory-based games that require them to remember the details of a particular product or brand. For each successful recall, they earn points towards rewards and discounts.
5. Social Challenges: Users can be encouraged to share their purchases or experiences on social media platforms such as Instagram or Twitter, and for each successful share, they earn points towards rewards and discounts.
By incorporating game-based challenges into the Challenge-Based Offers feature, TataCliq can make the shopping experience more fun, interactive, and rewarding for users. This can help to improve user engagement, retention, and loyalty while driving growth for the business.
⚔️ Competitor analysis
💭 Critical Decisions —
The inclusion of apps with similar features in the competition analysis served a dual purpose of validation and risk reduction in the UX design from a business perspective.
By examining and analysing the competitive landscape, I aimed to validate the design choices made by comparing them to existing solutions in the market. This process allowed me to assess the strengths and weaknesses of similar apps, identify potential gaps.
Furthermore, incorporating Jacob’s Law in the competition analysis added another layer of critical thinking. Jacob’s Law states that users spend most of their time on other websites or apps, and therefore, they expect your design to work similarly. By considering this principle, I could evaluate how well the UX design aligns with users’ existing mental models and expectations.
By leveraging competition analysis and applying Jacob’s Law, I approached the UX design process with a critical and strategic mindset. This reasoning allowed me to validate design decisions, reduce potential risks which helps ultimately increasing the chances of success in the competitive business landscape.
1️⃣ Swiggy Gamification Feature — Team Support and Special Offers
Swiggy is a popular food delivery app that provides a convenient platform for users to order food from a wide range of restaurants. In order to enhance user engagement and create a sense of community, Swiggy introduced a gamification feature that allows users to support their favorite teams and win special offers.
Feature Description
The Swiggy Gamification Feature enables users to join and support virtual teams within the app. These teams can be based on various themes such as sports, movies, or cuisines. By selecting a team to support, users participate in a friendly competition with other teams.
Core Idea of the Feature
The core idea of the feature is to foster a sense of camaraderie and engagement among Swiggy users by allowing them to align themselves with a team of their choice. Users earn exciting offers.
Team Selection and Display
-Objective: Allowing users to select a team from a curated list and displaying team standings prominently within the app.
- Implementation: Users can browse through available teams and make their selection. The team standings are showcased on a dedicated leaderboard section.
- Reasoning: By providing a curated list of teams and displaying the standings, users are encouraged to actively participate, support their chosen team.
Potential Impact
The introduction of the Gamification Feature had several positive outcomes:
- Increased User Engagement: The feature led to a significant boost in user engagement as users actively participated in team activities and monitored team standings.
- Enhanced Retention: Users showed a higher tendency to remain active on the app and place more orders to support their teams throughout the competition period.
- Improved User Satisfaction: Users expressed satisfaction with the opportunity to win special offers and discounts, which added value to their overall experience with the app.
Conclusion
The Swiggy Gamification Feature, with its team support and special offers, successfully transformed the user experience by introducing an element of competition and community. By implementing this feature Swiggy enhanced user engagement, retention, and satisfaction.
2️⃣ Snapdeal Referral Program — WhatsApp Referral and Snap Cash Rewards
Snapdeal is a leading e-commerce app that offers a wide range of products across various categories, including electronics, fashion, home decor, and more.
Feature Description
The Snapdeal Referral Program enables users to refer their friends to the app through WhatsApp, a popular messaging platform. By sharing personalized referral links, users encourage their friends to sign up and make purchases on Snapdeal. As a reward for successful referrals, users earn Snap Cash, a virtual currency that can be used for discounts on future purchases.
Core Idea of the Feature
The core idea of the feature is to leverage the power of social connections and word-of-mouth marketing to attract new users to the Snapdeal platform. By incentivizing users to refer their friends, Snapdeal aims to increase its customer base, drive sales, and enhance customer loyalty through the Snap Cash rewards.
WhatsApp Referral Integration
- Objective: Integrating WhatsApp as the primary sharing platform for referrals.
- Implementation: Users are provided with a seamless interface within the app to share referral links via WhatsApp and earn referral incentives and rewards.
- Reasoning: WhatsApp is widely used for communication and sharing among friends, making it an ideal platform for viral referral marketing. By leveraging WhatsApp’s popularity, Snapdeal aimed to maximize the reach and effectiveness of its referral program. Determining the referral incentives and rewards structure. Snap Cash rewards provide users with a tangible and flexible incentive that can be redeemed on future purchases, increasing their motivation to refer friends and make repeat purchases on the platform.
Potential Impact
The introduction of the Referral Program had several positive outcomes:
- Increased User Acquisition: The program successfully attracted new users to the Snapdeal platform through referrals, resulting in a steady growth of the customer base.
- User Engagement: Existing users were incentivised to actively participate by referring friends, thereby increasing their engagement with the app.
- Enhanced Customer Loyalty: The Snap Cash rewards fostered customer loyalty as users had an additional incentive to make repeat purchases on Snapdeal.
Conclusion
The Snapdeal Referral Program, with its WhatsApp sharing and Snap Cash rewards, successfully tapped into the power of social connection.
3️⃣ Myntra Challenges — Challenges and Earn Rewards
Myntra is a prominent fashion e-commerce platform offering a wide range of clothing, shoes, accessories, and beauty products. With a mission to provide a seamless and personalized shopping experience, Myntra strives to cater to the diverse fashion needs of its customers.
Myntra introduced the “Challenges to Win Offers” feature. By gamifying the shopping experience. This unique feature allowed users to participate in various challenges and win exclusive offers, discounts, and rewards.
Potential Impact
1. Increased User Engagement: The introduction of Challenges to Win Offers significantly increased user engagement on the Myntra platform. Users actively participated in challenges, spent more time browsing and exploring products, and shared their challenge entries on social media. The gamified experience created a sense of fun and achievement, driving users to engage with the app regularly.
2. Enhanced Customer Loyalty: The Challenges feature played a crucial role in fostering customer loyalty. By offering exclusive offers and rewards, Myntra incentivized users to stay loyal to the platform. Users who regularly participated in challenges and won offers felt a sense of appreciation, which strengthened their connection with the brand and increased the likelihood of repeat purchases.
Conclusion
By gamifying the shopping experience and offering exclusive rewards, Myntra incentivized users to interact with the platform, spend more time exploring products, and make repeat purchases. The impact of the Challenges feature on user engagement, customer loyalty.
⚡️Solution: The Ideation
After an intense brainstorming session, I had narrowed down the ideas to just two key features that held the most promise. With time constraints looming over the project, it became essential to prioritise and focus on the aspects that would deliver the most value to the users.
1. Challenge-Based Offers
Core Idea of the Feature — Challenge-based offers within the TataCliq app, where users can engage in various challenges and unlock exclusive discounts, rewards, or personalized offers based on their performance.
Impact on Business Metrics —
- Increased User Engagement: The feature drives higher user engagement as users actively participate in challenges to unlock attractive offers, leading to longer session durations and increased interactions within the app.
- Improved Conversion Rates: By providing personalized offers based on users’ challenge performance, TataCliq can tailor promotions to individual preferences, increasing the likelihood of conversion and driving higher purchase rates.
- Enhanced Customer Loyalty: The feature fosters a sense of accomplishment and reward, building customer loyalty as users strive to complete challenges and unlock exclusive offers, leading to repeat purchases and brand advocacy.
How it Helps Users —
- Exciting and Interactive Experience: Users can immerse themselves in various challenges, providing an entertaining and interactive experience within the app.
- Rewards for Effort: Users are incentivized to complete challenges, as their effort and achievement are recognized and rewarded with exclusive discounts, promotions, or other valuable rewards.
Assumptions to Be Taken Beforehand:
- Users are motivated by challenges and enjoy the gamified experience of unlocking rewards.
- Users perceive value in personalized offers and are more likely to make a purchase when presented with targeted promotions.
- Users are willing to invest time and effort in completing challenges in exchange for valuable rewards.
By implementing the challenge-based offers feature, TataCliq aims to enhance user engagement, drive conversion rates, and foster customer loyalty by providing an exciting and rewarding experience for users. Through personalized offers and gamified challenges, users are motivated to actively participate, leading to a mutually beneficial relationship between users and the TataCliq platform.
2. Referral Based Offers
Core Idea of the Feature — Implementing WhatsApp Referrals is to enable users of the TataCliq e-commerce app to easily refer their friends and contacts through WhatsApp, leveraging the power of social connections to drive user acquisition and engagement.
Impact on Business Metrics —
- Increased User Acquisition: By incorporating WhatsApp referrals, TataCliq can tap into the vast network of users’ contacts, expanding its user base and driving new customer acquisitions.
- Enhanced Customer Engagement: The feature encourages existing users to actively participate in the referral program, leading to increased engagement and a higher likelihood of repeat purchases.
How it Helps Users —
- Easy and Convenient Sharing: Users can effortlessly share their unique referral code through WhatsApp with their friends and contacts, making it a seamless and user-friendly experience.
- Rewards and Benefits: Users can earn incentives, such as discounts, cashback, or exclusive offers, by successfully referring their contacts. This creates a win-win situation, where users are rewarded for their referrals and their contacts benefit from the offered discounts.
Assumptions to Be Taken Beforehand:
- Users have active WhatsApp accounts and are familiar with using the messaging platform.
- Users are motivated to share their positive experiences and recommendations with their friends and contacts.
- Users perceive value in the rewards and benefits associated with successful referrals.
By implementing the WhatsApp referrals feature, TataCliq aims to leverage the reach and influence of users’ personal networks, driving user acquisition, enhancing customer engagement, and providing a rewarding experience for both existing users and their referred contacts.
⚡️Solution: The UI
💭 Critical Decisions —
So, for the left screen redesign of the Tata Cliq app, I wanted to ensure that it matched the existing UI elements while also making it more intuitive, especially for the game-related features. I thought of using arrow bow icons to convey the connection to games.
By following the app’s current design language, we can ensure that users feel familiar and comfortable while navigating.
Now, about the arrow bow icons — it’s a creative and intuitive choice. Arrows are often associated with movement, progress, and navigation, which makes them suitable for game-related elements. And adding the bow element subtly hints at the gaming aspect. It’s like a visual cue that tells users.
💭 Critical Decisions — On the right screen of the Tata Cliq app redesign, I focused on matching the current UI elements and following the same style as the existing app.To maintain consistency, I started by placing the heading in a prominent position, using the same font and color scheme as the app. This ensures that users immediately recognize the familiar branding and feel comfortable with the interface.
Below the heading, I included a descriptive section that highlights the key features or benefits of the app. The description is concise yet informative, providing users with a clear understanding of what they can expect from using Tata Cliq.
To drive user engagement and action, I incorporated a large button with a compelling call-to-action (CTA). The button stands out from the rest of the screen, using a contrasting color or design element that aligns with the app’s visual style.
By following the same style and UI elements as the app, we create a seamless and intuitive user experience. Users can easily recognize the branding, understand the purpose of the screen, and quickly take the desired action. This approach helps users navigate the app efficiently and enhances their overall satisfaction.
Another important aspect is clarity. It’s a good idea to conduct usability testing to gather feedback and ensure that the arrow bow icons are effectively conveying their intended meaning.
⚡️Solution: The First Iteration — User Testing
Due to the time constraints faced during the UX project, I made a strategic decision to opt for comprehension testing rather than elaborate testing methods. Comprehension testing allowed me to gain insights into specific aspects of the user experience within the limited timeframe available.
The main objectives I wanted to address through the comprehension testing were as follows:
1. Do users comprehend the grid section of challenges based on the icons?
- This objective aimed to understand whether users were able to interpret and understand the meaning behind the icons representing different challenges in the grid section of the design.
- By evaluating users’ comprehension, I sought to determine the effectiveness of the visual representation and its ability to communicate the challenges clearly.
2. Are users able to understand the value of offers?
- This objective aimed to assess whether users could comprehend the value proposition of the offers presented within the UX design.
- By gauging users’ understanding of the value provided, I aimed to measure the effectiveness of the design in communicating the benefits and incentives associated with the offers.
3. Are users able to understand if there are games involved?
- This objective focused on determining whether users could identify and comprehend the presence of games or gamified elements within the UX design.
- The goal was to evaluate users’ perception and understanding of the interactive and playful aspects, and their ability to recognize and engage with the gamified features.
By prioritizing comprehension testing, I could gain valuable insights into these specific areas of user understanding within the given time constraints. This approach allowed me to gather focused feedback and identify any potential usability issues or areas for improvement related to these targeted objectives.
Getting feedback from users and learning about their comprehension of the grid section of challenges and their understanding of the presence of games was a relief. It’s crucial to validate whether users can easily grasp the intended meaning of design elements.
However, during the user testing, it became apparent that the visibility of the offer values was not clear to them. This feedback provided valuable insights into areas where improvements were needed. It’s important to ensure that important information, such as offer values, is prominently displayed and easily understandable to users.
Another interesting discovery from the user testing was that users desired a sense of security and value when participating in offers. They expressed caution when it came to sharing links or referrals. Understanding this user need helps us shape the design and messaging to instill trust and assurance.
Furthermore, it was fascinating to learn that users predominantly discovered offers through social media platforms. This insight provides an opportunity to optimize the app’s social sharing features and integration with social media channels, enhancing the user experience and expanding the app’s reach.
Considering all these findings and the time constraints, I proceeded with iterating and refining the design. Incorporating user feedback and addressing their needs are crucial in creating a more user-centric app. By iterating on the design, we can ensure that the Tata Cliq app meets user expectations and provides a seamless and enjoyable experience.
🔭 Future Scope
- Incorporating more gamification elements such as leaderboards, badges, or additional rewards for users who achieve certain referral milestones.
- Incorporate social features that allow users to compete with friends or other players, such as leaderboards, multiplayer modes, or time-limited competitions.
Anticipated impacted of Business Metrics:
Increased user engagement: By incorporating gamification elements such as leaderboards, badges, and additional rewards, the goal is to enhance user engagement and encourage active participation in the referral program.
Improved referral rate: The implementation of gamification elements can potentially boost the number of referrals as users strive to achieve certain milestones and compete with others, leading to an increased referral rate.
🔑 Key-Learnings
- 🛡️ Can’t win all battles — project management:
- It’s important to recognise that not every aspect of a project can be perfect or go as planned.
- It’s important to make strategic decisions and prioritising tasks to ensure overall success.
- Understanding that challenges and maintaining a realistic perspective and adapting accordingly.
2. 🤝 Compromise is necessary:
- In the UX design process, compromise plays a crucial role in finding a balance between user needs, business goals, and technical constraints.
- It requires understanding and prioritising the most critical aspects while being open to making trade-offs when necessary.
- Compromise helps in reaching viable solutions that meet the project’s objectives and constraints.
3. ⏰ Effective time management:
- Making the most of the available time, especially the 48 hours within a project, is crucial for meeting deadlines and delivering high-quality work.
- It involves setting priorities, creating a schedule or timeline, and allocating time for each task accordingly.
- Effective time management ensures productivity, minimizes procrastination, and allows for efficient progress throughout the project.
4. 🔁 UX journey as an iterative process:
- The UX design process is not a linear path but rather a continuous cycle of iteration and improvement.
- Recognising that the UX journey is iterative encourages constant learning, evolution, and adaptability to create better user experiences over time.
🌟 Final Reflections
This 48-hour journey pushed me to the limits of what I am capable of, and I am proud of the growth and achievements I’ve experienced. It was a whirlwind of challenges but I emerged stronger and more confident in my UX design abilities.
I want to take a moment to express my heartfelt gratitude to my mentor, Anudeep. As I reflect on this exhilarating experience, I am reminded that not all heroes wear capes. Sometimes, they come in the form of mentors who selflessly share their knowledge and propel us towards greatness. This case study is a testament to the power of mentorship and the incredible impact it can have on one’s growth and success.
Remember, the journey never ends. Let’s keep innovating, iterating, and designing experiences that leave a lasting impact.
🚀 Keep Moving Forward 🚀
Index- To the top
