💼 MoneySuperMarket
🕰️ 2022 - 2024
🧑🏻🎨 Product Designer
🎯 Opportunity & Business goal:
Research suggests users are not loyal to a specific price comparison website. Our main goal was to increase the number of purchases per user, thereby establishing greater loyalty.
💡 My approach:
Starting from a vague brief, I led and executed the design vision of the reward experience by applying the end-to-end process.
📈 Success metrics:
2 purchases per user on average (vs 1 before), with 900k joined members generating 1+ million sales.
📚 Topics covered:
Rewards | Loyalty | Gamification | User Engagement & Retention | Financial Risk Assessment | Ideation Workshops | Research | Usability Testing | Wireframing | Prototyping | Interaction Design | Mobile App Design.
The London office called and I had to meet Senior Stakeholders to define some core elements of the proposition.
I opted for a structured workshop where we wrote down our expectations and assumptions. 4 key topics emerged:
To begin with, I wanted to understand user preferences when choosing a price comparison website.
Methodology: Survey - 100 participants who use comparison sites.
Key learnings: A significant number of users don’t have a preferred comparison site. The majority rely on the first results provided by Google and prioritise the cheapest prices.
Key learnings:
Exploring the world of reward programs, we found most were point-based. Our unique approach offered cash rewards redeemable as gift cards for various brands.
With time, users go through different stages and their needs might change, that's why it's important to offer a tailored experience.
🤷🏻♂ First-time user: they might need some guidance on how to use this new feature
🙋🏻♂ Returning user: we know something about them and we can help continue from where they left off
🏋🏻♂️️ Super user: We know quite a lot now so we can keep them engaged with a complete tailored experience
To pitch my vision to stakeholders, I created a low-fidelity wireframe that highlights the key elements of the proposition within a structured information architecture.
The concept was well received and I was given the go ahead to proceed with the next stage phase.
Although we were still waiting on visual assets from our external brand design agency, I took the initiative of designing a user interface that I could put in front of users, to gather first impressions and measure usability.
Methodology: Remote unmoderated testing on UserZoom with 15 participants
After fixing some red flags emerged from the user testing and applying the final brand identity, I ran another round of usability testing.
One of our key business strategies for 2024 was to revamp the user experience of our mobile app by incorporating modern design patterns and a fresh look and feel. The first to benefit from this transformation was our SuperSaveClub.
After launching a Hotjar survey on user satisfaction, we identified 3 archetypes which will give us directions on areas to improve.
My archetypes were The Appreciative Saver, The Cautious Consumer and The Disappointed Shopper.
SuperSaveClub ads are circulating on TV and Youtube featuring Dame Judy Dench!
