Project Overview: Aim: Improving in-App communication for Grofer's Membership Program to increase conversion and retention
Methods: Mixed Method Approach, Stakeholder interview, Understanding Data Metrics, Telephonic Interviews, Qualitative interviews during field visits, Task Analysis, Brainstorming, Prototyping
Skills: Interviewing, synthesizing, facilitating, UX writing, design critique
Deliverables: Insights, Designs, Sketches
Tools: Localytics, HotJar, Post-its, Google Suite, Sketch
My Roles and Responsibilities: Grofers, an Indian online grocery delivery service. When I was hired they had just launched their membership program called Smart Bachat Club. The team wasn't satisfied with the conversion rates. Hence, I was responsible for studying the effectiveness of communication of the program within the App. Also finding out how can it be improved. It should be effective in educating the user about the values offered. This would lead to better conversions and will later result in higher retention. My aim as a Researcher was to figure out issues not just from UI standpoint but from a flow standpoint too.
Apart from this the team also wanted to understand the user’s perception of SBC and user’s Mental Model of Savings which would help them better plan it's value prepositions.
Challenges:
Low confidence from the product team side. Hence planned the study in two phases
Getting the users who would agree to place an actual order at the time of visit
No prior information about the incentive. It was about capturing the buying decision making while placing an order. So we couldn't reveal the incentive information. It would result in biased behaviors so it was difficult to convince people.
My Research Strategy:
As a user researcher, I worked closely with Design, Engineering, Marketing, PMs, etc. to inform the product decisions through various user research methodologies and crisp storytelling.
Initially, I did stakeholder interviews with the product manager to understand the requirements in a better way. Although the team wasn't satisfied with the conversion rates but the confidence level from the product side was low whether the research was worth investing resources or not. Hence, I used a mixed-method approach and divided the study into two phases which helped the team gain confidence in the existing problem and figure out the extent to which the communication was failing. It also helped me better plan the in-person study with targeted hypotheses and scenarios.
Mixed Methods approach included:
Telephonic Interviews (composed of Top of the Mind Awareness Test)
In-person Action Based Study (carried out to collect attitudinal data)
Based on the insights, I collaborated with the UX designer for new designs and created rapid prototypes and also carries out in-house testing to validate those.
Process:
1. Identifying problems from data
Who all were involved: me, product manager, director of product
After hearing from the team about the conversion data not being satisfactory, my first step was to identify the most used channels for becoming an SBC member within the App. These 3 features were selected: 1. Saving Strip (shown while you are making your order) 2. Prompt (comes when your savings become more than the membership fee) 3. SBC SKU (shown in the cart)
Then I looked at data metrics catering to these features particularly using Localytics. The data indicated communication might be failing. But the confidence level was low whether it was worth solving for or not.
Of all the people who were shown the strip, 30% clicked on it.
Of all the people that were shown the prompt 15% actually added membership in cart in spite of their club savings crossing the membership fee which meant they were either saving on money or getting it for zero price.
Of all the people who were shown SBC SKU whose saving was not more than the membership fee, 22% added membership from the cart.
Of all the users whose savings were more than the membership fee, 23% added membership from the cart.
I took this information and had a meeting with the product development team where we discussed the research plan, including objectives, goals, and what we exactly wanted to learn from speaking to customers.
2. Telephonic Interviews
Who all were involved: me, product manager, director of product, the marketing team
Because the confidence level from the product side was low hence I divided the study into two phases and it helped the team gain confidence in the existing problem and figure out the extent to which the communication was failing. I designed a smaller scale quick telephonic qualitative study as it involved high response rate and lower cost [tradeoff between time, money, effort]
Method: Top of the mind awareness test Sampling Criteria: Purposive Sampling User Groups: The customers who had placed an order a day before who were shown all the three features were called. Link to the discussion guide
I collaborated with the data team to get the list of customers and then with the help of the marketing team recruited the participants for the study.
Results:
Mostly all participants do not remember seeing saving strip though it was present throughout the experience till they checked out.
The majority of participants did not remember seeing the prompt.
More than 50% of the participants do not remember seeing SBC SKU in cart.
3. In-person Action Based Study Who all were involved: me (facilitator), senior researcher (notetaker)
The telephonic study had proved our hypothesis that communication was failing. So, we wanted to observe the user in the natural setting while placing an order to know how can the communication be improved.
Method: Participant observation and semi-structured interviews. Sampling Criteria: Purposive sampling User Groups: - Non-SBC member ever. - Loyal and place multiple orders during a month. - Agree to place an actual order during the visit. Study Duration: Data collection in 4 days. Around 60 - 90 minutes session each. Link to the discussion guide
I went to the customer's houses for the session and observed them placing a real order and their interaction with respect to those 3 elements. After the task questions were to understand how they think about savings, the kind of information they look for, and what they think about SBC.
Outcome:
SBC Perception:
"maine dekha ki 67 ka 65 ka hojata hai membership se 2 ruppees ka advantage hai but usse hume koi khass farak nahi padta" [her montly club savings around 87]
Perception:
Because of less difference people don't find value in SBC membership and hence are unable to take advantage it
Recommendation:
- Centralisation of discounts.
- Figure out how can we make people realise how much more they
would have saved if they were SBC members because they actually
would have saved a lot more.
Impact: Informed the design team of what worked and did not work in terms of features, interfaces, and flows, incorporated the research findings into the design by revising the interfaces together with designers.
Impact: These insights were also shared with business teams and informed them about the sales and marketing strategy to follow while coming with a new value proposition. They went ahead with the recommendation of the centralization of discounts.
To know more feel free to reach out to me!