Client Expectations
As the client was revamping their product with already defined colors and style guides, my emphasis was on enhancing the user experience while maintaining visual consistency.
Problems they were looking to solve
1️⃣ Sign up process complexity causing user churn rate
2️⃣ Poor Discoverability of partner brands & their relevant information
3️⃣ Absence of Information Hierarchy on Transactions page
OPPORTUNITY
How might we simplify the sign up process & increase user engagement to the product ?
Simplifying the Sign up process
After analyzing the current sign up flow, I decided to do a Heauristic Evaluation of the current flow followed by Task analysis of the flow
Target Audience: Instagram users / Influencers with a minimum of 1000 followers
Actionable items on the App
1. Sign up on Gramcash
2. Requires a minimum of 1000 Instagram followers
3. Get the Gramcash card
4. Post about any brand on Instagram
5. Tag the Brand
6. Post a Screenshot of the post on the Gramcash App
7. Get instant cashback in the card.
8. Use the card to shop both offline & online.
The card will work exactly like a credit card.
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Initially, my intention was to eliminate phone number OTP verification from the process.
However, upon the client's suggestion, we retained it to enable sending relevant in-app notifications to users, even if they are ineligible for the card.
In a later stage of the product development, the client proposed offering incentives like one month of free Spotify or complimentary event tickets to encourage card sign-ups. I decided to integrate these incentives into the onboarding process to further incentivize users to obtain the card
I recommended encouraging users with personal accounts to consider creating a business/creator account, with some helpful nudges as it offers greater cashback benefits.
Previously, users faced idle waiting periods for their eligibility scores, resulting in abandonment.
I suggested utilizing this time to display relevant ads and videos showcasing GramCash Card usage, along with offers and cashbacks from partnering brands.
The Concept of GramCash Calculator
Previously, they had the concept of GramCash Calculator. This tool evaluates your Instagram profile and influence to determine your eligibility score. Upon meeting the threshold, users can virtually apply for the GramCash card, with an optional offline card available as well.
After extensive discussions with the client, we advised on removing the GramCash Calculator from the sign-up process.
GOAL
Simplify the flow while also implementing measures to filter out fake accounts, fan pages, or meme pages for a smoother user experience.
SUCCESS METRICS
1️⃣ Reduce abandonment Rates
Streamline the high-level workflow to save user's time & reduce friction in the flow.
2️⃣ Improve User Retention
Track the rate at which users remain engaged with the sign-up process by adding ineligible candidates to the waitlist.
3️⃣ Prevent user discouragement
Instead of displaying discouraging scores, handle eligibility checks in the backend & inform users about their ineligibility and guide them on future eligibility.
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This is a paragraph area where you can add your own text. Just click “Edit Text” or double click here to add your own content and make changes to the font. It's a great place to tell a story about your business and let users know more about you.
Optimizing the Brands Section
1. Thorough grouping and labeling of categories based on card-sorting exercises.
2. Add Personalization to the brands page, by showing them relevant ads, brands they've checked out on Google, Instagram etc
3. Introducing Influencer Sections for Brand Engagement & Discoverability
4. Introducing the Concept of Events to increase user engagement
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Optimizing the Homepage & Business conversion strategies
1. Introducing coin balances to buy event tickets & a few influencer related products.
2. Introducing the concept of events to increase user engagement.
3. Reminder to earn cashback on recent purchase
4. Visual representation of a physical payments card
5. Guide on how to post to earn cashback
Takeaways
"Business and design are separate planets and this needs to change. We have a translation problem "
~By Anton Sen