Loyalty Amplified: UX Case Study Fueling Retention & Repeat Purchases in Bewakoof App
An attempt to increase customer retention and repeat purchases under 48-Hour design journey
Table of Contents (click to navigate)
⭐Introduction⭐
- What is bewakoof ?
- About the problem
- Why did I choose this problem only?
- What is the solution?
⭐Design with Impact: Discover Our UI Solution⭐
⭐3 Critical Decisions that shaped my design journey⭐
- What is the best user flow for milestone achievement?
- How to show coins in a point-based system?
- How I finally decided the place for milestone progress bar ?
⭐Behind the Scenes: The Making of an Exceptional User Experience⭐
- Unveiling the Quest: Problem Statement
- Unleashing the Rivalry: Competitor Research
- Sketching Possibilities: Wireframes
- Crafting the User Interface: High-Fidelity Prototype
- User Insights Revealed: Usability Testing
- Perfecting the Masterpiece: Iterating
⭐Future scope⭐
⭐Key Learnings⭐
⭐Introduction⭐
It’s a super hot summer day, and you’re in your childhood home, lying down on the cool living room floor right under the fan. But then, something shiny catches your eye under the sofa. You get all curious and take a peek, and guess what? You find a shiny ₹5 coin! You feel so excited and happy! You waste no time and dash off to the nearby shop with the coin in your hand. You treat yourself to a yummy ice cream! Perfect way to beat the heat with a tasty treat.
I guess many of you had a sweet time recalling about this part of your childhood. If I were to say that I can provide the same level of excitement and joy today, you might not believe me. You’re right, I am kidding… or am I?
What is Bewakoof?
Bewakoof is an online fashion brand in India that offers a range of casual printed wear for men and women. Their collection are aim towards latest trends among younger generation.
About the Problem:
I introduced the loyalty based feature in Bewakoof app which was focused to implement the point based system that let user to redeem their points for discounts, free products etc.
Now you will ask me then what was that trip down the memory lane have anything to do with this feature. I will tell you everything but before that I have to clarify some things. And if you insist I will give you one hint = “Shiny”
Why did I choose this problem only?
To upskill my product designing skills and to get the on hand experience to build features for the app, I participated in 48 Hrs Product Design Challenge hosted by my mentor UX Anudeep. Out of all the problem statements I specifically choose this one for the following reasons :
- From a user’s point of view, this feature can provide ways to save money or get things free, which is the main focus when making a purchase.
- From a business perspective, it can have profound effects on customer retention, customer engagement, etc.
- It is very much possible and doable to transfer these features from case studies to the real world with maximum impact.
What is the solution?
As promised I will now tell what hint “Shiny” means.
I decided to introduce “EPIC COINS” in the app to implement a point-based system. When you buy a product, you will earn a certain number of coins. Upon accumulating a specific number of coins, you will cross certain milestones to unlock rewards or discounts that can be redeemed. Here is the prototype of the user flow I designed.
Link to the final prototype: Click Here
⭐Design with Impact: Discover Our UI Solution⭐
Lets look to the design in detail to understand how I have attempted to integrate the feature in the app.
1. Adding a “coin” button to the top will allow new users to get an idea of the point-based system while existing users can directly access their milestone dashboards.
- Coin number had been displayed on the button to inform users how many coins they have.
- To improve visibility and accommodate users’ existing behaviors, I decided to position the used coin button at the top near the search icon. This placement aims to enhance its visibility. Furthermore, I removed the rarely used notification icon to prevent the interface from feeling cluttered.
1. Provides information about the amount of coin a user will earn with the purchase of the particular product. Keeping design in sync with the design language of the app.
1. I have included the display of the amount of Epic Coins that users will earn with each product. Additionally, an info icon is placed alongside the text to address any inquiries or doubts about the Epic Coin system, such as “What is Epic Coin?” and “How to redeem Epic Coins?”
2. Introduces a progress tacking element above the CTA button which tells user about their current status of milestone.
1. I have introduced a widget that allows users to redeem their rewards upon completing a milestone. Once claimed, the reward will be automatically added to the cart. By incorporating this widget into the checkout screen, customers can conveniently claim their rewards without the need to leave the checkout process.
⭐3 Critical Decisions that shaped my design journey⭐
🤔 What is the best user flow for milestone achievement?
💢 The Challenge :
I decided to work on “Milestone achievement” user flow while keeping in mind the core business metrics of customer retention and repeat purchases. Now the challenge arises as to: How to make user flow effective?
📝 The Research :
While looking for different user flow that can exist under milestone achievement I came across 2 such cases:
What User Flow 1 focuses on ? :
- Integrate milestone achievement into the purchasing journey.
- Leverage customer’s engagement and encourages to make a purchase.
- Business metric impact: Repeat purchases.
What User Flow 2 focuses on ? :
- Milestone achievement through the app’s dashboard or dedicated section.
- Utilize gamification elements and create a unique user journey.
- Business metric impact: Customer engagement.
🎉The Result :
I decided to went with User Flow 1, because of the following reasons:
What were my assumption while finalizing the results:
1. The session length will be shorter for User flow 1 as compare to User flow 2 while introducing point-based system.
2. The User flow 1 will be simple to execute given the time constraint imposed by the design challenge to introduce a feature within 48 hours.
3. I will be able to target my decided business metric i.e. repeat purchases through User flow 1.
🤔 How to show coins in a point-based system?
💢 The Challenge :
Designing the coin representation for the app presented an initial challenge. I wanted to represent coins so that user can have seamless experience while gaining or spending those coins. To overcome this, I embarked on a research journey, delving into secondary resources. This exploration aimed to shift me from a state of ambiguity to a realm of clarity.
📝 The Research :
As I delved into the research, I focused on analyzing both direct and indirect competitors. This allowed me to gain valuable insights and comprehend what practices prove effective in the industry.
In my analyses, I came across 2 different use cases of coins which were:
- Redeeming coins for discounts
- Redeeming coins for rewards
🎉 The Result :
I decided to went with use case for “Redeeming coins for rewards” based on following assumptions:
What were my assumption while finalizing the results:
User end:
1. The target user age is around of 18–30 years. The younger generations look for fun and unique experiences which I believe can achieve through gamification element. This element can be incorporated while getting rewards.
2. Random rewards make powerful motivators; they seem scarce and unpredictable. Users will be more motivated to reach a goal with an uncertain reward.
Business end:
1. Different brands can collaborate/partner with the app through the reward system.
🤔 How I finally decided the place for milestone progress bar ?
💢 The Challenge :
In my quest to create a seamless user experience, I had decided to use coins as the currency for redeeming awards. Now, another challenge lies before me was: Where should I place the progress bar to effectively communicate the users’ milestone status?.
📝 The Research :
In the process of finding out, I found out the potential in 3 different section of the app which are:
1. At Home screen
2. At Product screen
3. At Profile screen
Following are the observation regarding 3 screens:
1. Home screen
Pros:
✅ It is easier for new users to understand point-based system by showing progress bar on home screen.
✅ For existing user it will provide a direct access to their dashboard on home screen itself.
Cons:
❌ As a user, it will be necessary to remember where they are in their milestone journey and to keep that information firmly in mind while buying products.
2. Product screen
Pros:
✅ The flow of purchase while buying the product will not break.
✅ User don’t have to remember their progress while putting items into cart.
✅Visual progress while adding item will encourage user to shop more and quickly unlock rewards.
Cons:
❌ A progress bar may create product screen appear cluttered and reducing the focus on essential product details.
3. Profile screen
Pros:
✅ Integrating the progress bar within this section creates a cohesive and intuitive user experience.
Cons:
❌ User have to break the flow of purchase to check their progress or to redeem their reward.
❌ As a user, it will be necessary to remember where they are in their milestone journey and to keep that information firmly in mind after placing products in cart.
🎉 The Result :
I have decide to place progress bar in product screen itself, by comparing different pros and cons.
What were my assumption while finalizing the results:
User end :
By placing progress bar in product screen, user won’t have to face discomfort of remembering their milestone progress while purchasing
Business end:
It will encourages user to buy more to unlock rewards which will drive repeat purchases and average order value.
⭐Behind the Scenes: The Making of an Exceptional User Experience⭐
I have breakdown my insane 48 Hrs product design thinking schedule which led me to go from ambiguity to crystal clear result.
Phase 1
👺Unveiling the Quest: Problem Statement
A point-based system allowing users to redeem points for discounts, free products, or other incentives caught my attention among various problems available.
Why did I chose this problem statement?
This system will likely be practical in the real world when it is integrated into the app. Bewakoof will also be able to help users save money on their purchases, making it a more attractive option. It’s a win-win situation for both users and the business!
Collecting necessary weapons: Brief
Chatgpt: My Product Manager
To get a good grasp of the problem as a Product Designer, I needed a one-page problem description. But instead of bugging the real PM of the app and potentially getting blocked, I turned to ChatGPT for help.
After playing around with different prompts and fine-tuning my resources, I finally got a brief intro to the problem. Here’s what I gathered in a nutshell:
Igniting the Spark: Core Idea
The point-based system in Bewakoof is designed to motivate customers by providing rewards and incentives for various actions. Users earn points for things like making purchases and referring friends. It’s a simple way to encourage engagement and make the experience more rewarding for users.
Navigating Success: Key Business Metrics
- Increased Customer Retention: When customers have the exciting opportunity to earn points and redeem them for awesome rewards, they become more deeply engaged and committed to sticking with Bewakoof, rather than straying to rival brands.
- Higher Repeat Purchases: The point-based system can incentivize customers to make repeat purchases to earn more points. This can lead to an increase in the frequency of purchases made by customers, and consequently, an increase in revenue.
Why I choose these two business metrics?
To achieve a quick and impactful implementation of the feature in the ecommerce area, these two contenders emerged as the top choices among various business metrics.
Assumptions Unveiled: Assumptions Before Hand
- Motivation for more purchases: Users are motivated to make purchases when there’s a tangible incentive, and the reward system ensures easy accumulation of points to drive that motivation.
- Increased frequency of visits: Users are more likely to visit again with a platform when they receive incentives, and the reward system fulfills that need.
- Increased engagement: Users are more engaged with a platform when their contributions are recognized and rewarded, and the reward system serves that purpose effectively.
- Target User : Considering their target audience of Gen Z, who are assumed to have digital literacy, Bewakoof can incorporate trendy UI elements in their product design.
Pitfalls during journey: Constraints
- Customer confusion: The point-based system may be confusing for customers who are not familiar with the concept of earning and redeeming points.
- Design system: To smoothly blend the feature into the app experience without distracting users while they make purchases, I got to stick to the app’s design system like a pro.
- Time: As part of the Product Design challenge, I need to design the entire feature within 48 hours. The design must be efficient and seamlessly integrate the desired experience of the point-based system.
⚔️ Unleashing the Rivalry: Competitor Research
Direct competitors who are using point based system
- Cred
- Flipkart
- Myntra
Indirect competitors
- Zepto
- Zomato
- Google pay
Research findings:
- The visual design of the feature is subtle and adheres to the design system, seamlessly integrated throughout the app. User awareness of the coin is spread across the UI and designed to eliminate any friction during the purchasing process. (Cred, Flipkart)
- Visual cues play a crucial role in conveying the user’s current status and are essential for effective communication.(Zepto, Zomato, Myntra)
- A simple and intuitive design for redemption process that is easy for users to follow. (Flipkart, Zomato, Zepto)
- Surprising users with unexpected rewards or bonuses when they reach certain milestones or achieve certain goals. (Google pay)
Phase 2
✏️ Sketching Possibilities: Wireframes
During the wireframing process, I had a fun and slightly frustrating experience playing a “chess match” with myself. It involved putting forward an idea for an element, only for the other me to cross it out and challenge my move. It was like battling my own creative instincts, but in the end, it helped refine the design.
User flow Wireframe:
📱Crafting the User Interface: High-Fidelity Prototype
Building Components:
As every great building starts with great bricks, like wise every great UI starts with great a style guide (like color style, text style, and icons) and components(like atom, molecules). I started first to define style guide and components to have design consistency throughout.
Initial UI solution
After creating necessary components I dived deep to design the feature in the app. A lot of emphasis was placed on the product screen and checkout screen for earning and redeeming coins, and on the explore page for providing how much coin user will earn.
Phase 3
👩👨User Insights Revealed: Usability Testing
Now its time for my UI to undergo fire test. The goal of usability testing was to get honest feedback regarding the UI as what is working and what is not.
I rely on the method of comprehension based testing which involves showing screen to the users and ask user to think aloud followed by my questions to get relevant data.
I took two usability testing for the initial UI and following were the experience.
🤑 Perfecting the Masterpiece: Iterating
After getting valuable feedback, instead of jumping right to include user pain points is a rookie mistake. I took the time to reflect and ask bunch of “why” to get to the root of it. Following are the changes I incorporated from the feedback in the design
⭐Future scope⭐
- A personal dashboard can be introduced where users can track their journey towards milestones, access any previously earned rewards, or visit the FAQ section to clarify any doubts regarding the point system.
- Gamification can be introduced through a variety of games, quizzes, and activities that earn coins for the player.
- Designing other ways to earn coins, such as through referrals and sharing, and integrating them into the app visually.
⭐Key Learnings⭐
- To handle and complete the project under 48 Hrs requires a certain skill of time pressure handling and time management to complete it. Planning the journey in advance and be ready to face unexpected scenario is the key.
- Learning how to leverage AI tools to the full extent is the new skill. From Chatgpt to wordtune I have integrated various AI tools to make my process efficient.
- “Do not fell in love with the first design”. I learned how to refine the design through iterative process and usability testing.
- Had a hand on experience as how to combine business metric, UX and UI in a feature. Before this project I was in notion that these three aspects were different. After working on this project, I realized the importance of their coexisting relationship.
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Thank you for reading all the way.🙏🙇
Your feedbacks are always welcomed and highly appreciated. Don’t hesitate to comment down. ✅💬
And if you want to embark on epic design adventure together, connect me on Linkedin and in DM drop me Hi!!
Linkedin : https://www.linkedin.com/in/agrim-moudgil/
