Influencing repeat behaviours to maximise AOV per user
Context
Pandora is the internal name that refers to multiple brands under Delivery Hero which compromises of foodpanda, foodpanda EU, foodora, Damejidlo, Yemeksepeti, Mjam and Hungry. These products are active across several regions and markets in APAC, Europe and Turkey.
Prior to this, Pandora users are exposed to the loyalty programme called Challenges & Rewards. This programme is open for all registered users on the platform and is not related with Pandapro subscriptions.
How it works
- Challenges are a list of order-related tasks that users would have to complete to be able to earn Rewards. Once completing a challenge, the user will receive their reward of points or vouchers, and badges. The more badges the user collects, the higher they climb up the Levels (There are 3). With their collected points, they are able to spend it at the Rewards Shop in exchange for vouchers ie. Free delivery or $ off their order.
- To join a Challenge, users must press ‘Start’. This is an internally-driven feature due to our Marketing stakeholders needing to have a touch point to understand the intentionality of users participating in Challenges.
Problem & Pain-points
These are some snapshots of user feedback gathered from a 2021 and 2022 in regards to Challenges and Rewards, garnered from APAC markets in Singapore, Bangladesh and Philippines via a moderated study conducted by our internal UX Researchers:
Pain points summary
- Users are finding it difficult to complete Challenges due to the task complexity
In any given task, there can be a combination of multiple criteria to adhere to when placing the right orders ie. MOV, time-based, cuisine-based, specific payment method, vendor-specific, etc. - Users are not loving the lack of personalisation
Challenges served to users are market-wide and generalised. This does not encourage interest or suitability for users to participate in Challenges. - Entire loyalty programme journey is too complex
There are a lot of moving parts to the loyalty programme and it is not as straightforward as feedback reveals
Motivation
Customers just want to be rewarded for the long patronage, without having to work harder for it
Better ways to reward users
With the launch of Pau-Pau, foodpanda APAC’s popular mascot, it is very apparent from both on-ground and online efforts in its marketing, that customers that are both foodpanda and non-foodpanda users alike resonate very well with the character.
Business & leadership stakeholders wanted to capitalise and maximise this engagement and ride on this trajectory of brand love. They were looking for a way to run in-app campaigns that allowed us to reward users with a grand prize of Pau-pau plushies.
The idea of Stamp Cards was introduced as a more engaging and long-term medium that will replace Challenges across the board.
App modularity
Additionally, the Design and Mobile Chapter was going through a restructuring of our app on how we can better scale to accommodate and anticipate future builds. This introduced the effort in modularising our app which meant an opportunity to redesign how Challenges & Rewards would ideally be experienced.
Opportunity
How might we enable loyal customers to intuitively earn rewards?
Product strategy: Stamp Cards
Collectively with my cross-functional partners, we decided to pivot our product to Stamp Cards. We focused on these pillars below, which helps explain the reason behind this direction:
Relatability
Taking inspiration from restaurants around us, apart from good food and ambience, many establishments use Stamp Cards as a strategy to reward and/or encourage repeat orders.
Ease of understanding
With high relatability, it makes the product easy to understand without any instructions needed.
Scalability
Mechanics for Stamp Cards are easily flexible and scalable to accommodate for different types of complexities.
Additionally we also ensured these goals we’re taken into account:
Simple yet engaging
As we aren’t able to control what tasks will be set up, the goal was to ensure the UX of the stamp cards page is intuitive and engaging. I worked with my PM to negotiate a minimum of 2 criteria per task to elevate the pain-points of our users.
Maximise user delight
Loyalty and gamification is a great opportunity to add delight to a user’s experience through motion when interacting with the overall product
Maintain modularity
Aligned with the ongoing effort to modularise our components
Challenges
Resource for in-depth UXR
As this project was in conjunction with the redesign of Challenges & Rewards, the timeline was too tight to conduct a study to gather more insights especially being a new product on the market
Market research
There weren’t any market research done to support the idea of Stamp Cards against the interest of pandora users. The test would be done when it’s rolled out to production simultaneously in multiple countries.
No control for what tasks will be set up
Tasks are set up region-based by the respective Marketing PIC in the country and we have no control on how it would be.
Timeline
Deadlines were tight and almost non-negotiable. Along with the redesign of Challenges & Rewards, the Marketing team especially are looking to run the campaign in conjunction with the upcoming YE Holidays.
Process
Desk research
I started out by looking at apps on the market and concepts that have loyalty programmes and/or stamp cards:
- Stamp cards are not widely available on apps but those that are, are not complex
We learned that stamp cards mechanics are very straightforward in nature, online and offline. Assumption: A shorter list of criteria can help with lower barrier of entry and improve participation rates due to reduce complexity - ‘Skeuomorphism’ design language is emulated
These e-stamp cards share the look with normal stamp cards. Assumption: Users can resonate, identify, recall better when it is design with familiarity - Micro-animations and motion design is adopted
Many of these apps on the market are utilising motion to help drive the message or celebratory experience in their loyalty programmes; this supports the goals I listed earlier. Assumption: Motion can help support user salience toward the programme
Design exploration
I started out with some sketches on paper and eventually converted them into wireframes. Thereafter, polishing it to high-fidelity designs.
After considering a few factors involving usability, familiarity, memorability I was torn between the first and last design approach — I decided to combined both concepts into a user journey that enhances memorability through progressive reveal.
Leadership Design Review
I ran through design reviews with peers and managers, and ultimately presented this hi-fidelity concept to the Bong Jin, the Chief Creative Officer of Delivery Hero.
🔥 Feedback gathered was very positive
User testing
We ran the designs through Usability Hub to gather feedback surrounding usability from users across several markets in SG and PH. Due to confidentiality, these are the summarised findings:
✅ Most users find it easy to navigate
✅ All users understood the mechanics
❌ Most users don’t understand why there’s a need to ‘Start’
Metrics
I worked with my PM to gather the metrics we are looking at to measure the success of this project. Due to the feature being new to market, we are mainly looking at heath metrics and expected outcomes:
- ≥ Orders made through Stamp Cards
- ≥ mCVR
- ↓ Participation rates
expected
This is due to several factors:
(a) users are new to the programme and will take time to get acclimated
(b) the transition between C&R → SC will result in some users not being serve the new SC yet as they are in the older app version
Final designs
Unfortunately due to timeline constraints, there are a list of things that were deprioritised:
- Motion design
- Screens
The latter ultimately affect the user flow that was initially proposed. We went with the bare minimum in order to meet the deadline.
Additionally, I worked closely with Branding to get customised branding assets for the feature to help communicate the message better.
Impact
🔥 All 500 winners in just 9 days post-launch
Criteria: Make 9x food delivery orders to complete the stamp card. First 500 will be granted the grand prize.
🔥 +245% in CTA engagement for Stamp Cards
+16.75% in participation rate by introducing a new entry point in Cart to encourage discoverability of Stamp Cards
First Singapore-wide campaign rewarding successful users with Pau-pau plushie was a success!
Looking back, there were many things that were compromised due to timeline that affect the Design goals we had. With informed data post-launch, we are looking to incorporate them more effectively and learning from the current experience to improve the design further.
Currently
There are ongoing efforts to continue to tweak and enhance the Stamp Cards experience, in this regard:
- Improving the tapability and discoverability of the ‘Start’ button on Stamp Cards
Problem: Some feedback shared that users are not perceiving the CTA accurately - Improving the navigation
Problem: Internal feedback shared that we can improve the UX in users navigating to the order criteria - Improving the UX for ordered Stamp Cards
Problem: Unforeseen use case of users stacking orders to get stamps in a row that results in not receiving some of the stamps because future Stamps are ‘locked’ until the previous stamp order has been delivered. Stamps are only granted after a successful delivery to prevent fraud.
