Recommendations for Online Coupons Elizabeth Ko | Andrew Pieroni | - - PowerPoint PPT Presentation

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Recommendations for Online Coupons Elizabeth Ko | Andrew Pieroni | - - PowerPoint PPT Presentation

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Recommendations for Online Coupons Elizabeth Ko | Andrew Pieroni | Jin Wang July 11th 2019 Agenda 01 | Challenge Recap 02 | Customer Insights Recap 03 | Experience Pillars Recap 04 | Solution & Recommendations 05 | Prototype Live Demo 06 |

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Recommendations for Online Coupons

Elizabeth Ko | Andrew Pieroni | Jin Wang July 11th 2019

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Agenda

01 | Challenge Recap 02 | Customer Insights Recap 03 | Experience Pillars Recap 04 | Solution & Recommendations 05 | Prototype Live Demo 06 | Summary & Next Steps 07 | Appendix

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Experience Brief | Elizabeth Ko | Andrew Pieroni | Jin Wang | May 9th 2019

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Experience Brief | Elizabeth Ko | Andrew Pieroni | Jin Wang | May 9th 2019

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Business Challenges

Walmart operates discount stores, super centers, and neighbourhood markets globally. They dominate the market in many ways but one.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Business Challenges

On-line Coupons.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Business Challenges

Walmart is looking to improve user experiences for online coupons by: 1). Making customers aware of the coupons. 2). Increasing transparency coupon information in order to boost sale conversion rate.

Walmart and Canada lack a seamless, accessible service that allows customers to use coupons in an

  • nline shopping environment. Walmart’s challenge

is to pioneer a service that addresses this problem.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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TRANSPARENCY Making sure information is accessible through out the purchasing journey.

Walmart Objectives

AWARENESS Make coupon existence obvious to customers shopping journey. SALES Make sure the customers complete their purchases and save money. KPI’S Increased number of “clipped” Coupons. Increased traffic to the Coupon Section of the website and app. KPI’S Increased number of customers that add to their baskets. Increasing number of total orders vs the total visits. KPI’S Increased positive reviews of the app on the store. Lower amount of dropped orders after viewing details page.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Experience Vision

To help customers use coupons to save money by creating an online experience that puts the customer’s needs first and showcases Walmart as the caring innovators they are.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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The Customer

“The feeling our customers have when they leave

  • ur stores determines how soon they’ll be back.”

Sam Walton Walmart Founder

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Customer Insights

What will make our customers come back sooner than later?

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Insights

TIME IS MONEY SAVINGS = BRAGGING RIGHTS DIGITAL TRUMPS PHYSICAL “I’m not going to spend an hour trying to print a coupon to get $1.00 off of a $5 can of coffee.” “Can you believe I got this for $25? It’s amazing what you can find if you keep your eyes open.” “I don’t use or keep paper coupons and receipts. It’s not environmentally friendly and small paper things get lost in my wallet too easy.”

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Opportunities

Capitalizes on digital space, which allows for Convenience and Instant Gratification. Apply a coupon within 15 seconds is balance of investment and return. Making it plain as day just how much they are saving and how they are saving. TIME IS MONEY SAVINGS = BRAGGING RIGHTS DIGITAL TRUMPS PHYSICAL

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Experience Pillars

Informative Easy to Use Reliable Personalized Rewarding

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Experience Pillars

INFORMATIVE

  • Clear dates
  • Clear costs upfront
  • Simplified Info design

EASE OF USE

  • Clear checkout

process

  • Search functionality
  • One-click clipping
  • Responsiveness

RELIABLE

  • good error resolve
  • Clear actions in

buying process

  • Responsiveness

PERSONALIZED

  • personalized content

served

  • past purchase

patterns

REWARDING

  • tone and mannor
  • reports on usage
  • confirmation of

savings

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Our Solution

User Testing Report | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 4th 2019

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An in-app Coupons page, with a streamlined clipping system. Complimented with personalized follow up and rewards milestones.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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MOBILE SITE PUSH The mobile site can be used to further promote and prompt the user to download the app and use coupons. PUSH NOTIFICATIONS Push notification direct from app will prompt consumers to shop, inform them about new coupons based on past choices. IN APP The main touchpoint that consumers will interact with coupons and savings records.

Digital Touch Points

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Features

COUPONS PAGE A dedicated page putting coupons front and centre STREAMLINED CLIPPING A system that requires minimal consumer effort SAVINGS ASSISTANT Show what your savings are as you shop, to encourage more purchases. COUPON FINDER Make sure people are aware of coupon availability on items. PERSONALIZED SUGGESTIONS Customers can find what they want faster. Time is money. SAVINGS REPORT Put your savings for year in perspective for customers.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Recommendations Breakdown

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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In-App Coupons Page

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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In-App Coupons Page

FEATURES A dedicated coupon page that has ‘hot coupons’, ‘coupons for you’ and ‘expiring soon’, that users can explore.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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In-App Coupons Page

FEATURES A dedicated coupon page that has ‘hot coupons’, ‘coupons for you’ and ‘expiring soon’, that users can explore.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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In-App Coupons Page

FEATURES A dedicated coupon page that has ‘hot coupons’, ‘coupons for you’ and ‘expiring soon’, that users can explore. PILLARS

  • Personalized
  • Informative
  • Ease of use

INSIGHTS

  • Digital Trumps Physical
  • Time is money

TESTING RESULTS / INSIGHTS 5/5 users understand the functionality for this page E.g. search button, view more button


Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Streamlined Clipping

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Streamlined Clipping

FEATURES An easy to use system that requires minimal consumer effort, with a lot of of stuff being handled by the back end of the app.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Streamlined Clipping

FEATURES An easy to use system that requires minimal consumer effort, with a lot of of stuff being handled by the back end of the app.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Streamlined Clipping

FEATURES An easy to use system that requires minimal consumer effort, with a lot of of stuff being handled by the back end of the app.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Streamlined Clipping

FEATURES An easy to use system that requires minimal consumer effort, with a lot of of stuff being handled by the back end of the app.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Streamlined Clipping

FEATURES An easy to use system that requires minimal consumer effort, with a lot of of stuff being handled by the back end of the app.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Streamlined Clipping

FEATURES An easy to use system that requires minimal consumer effort, with a lot of of stuff being handled by the back end of the app. INSIGHTS

  • Time is money

TESTING RESULTS / INSIGHTS ⅘ Users focused their attention on cost and discount instead of details “Coupon info page” was not read or used during process PILLARS

  • Personalized
  • Informative
  • Ease of use
  • Reliable

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Product Page Coupons

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Product Page Coupons

FEATURES A way to make sure people are aware of coupon availability on items in product listing page. Suggested further testing for Price Breakdown.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Product Page Coupons

FEATURES A way to make sure people are aware of coupon availability on items in product listing page. Suggested further testing for Price Breakdown.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Product Page Coupons

FEATURES A way to make sure people are aware of coupon availability on items in product listing page. Suggested further testing for Price Breakdown.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Product Page Coupons

FEATURES A way to make sure people are aware of coupon availability on items in product listing page. Suggested further testing for Price Breakdown.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Product Page Coupons

FEATURES A way to make sure people are aware of coupon availability on items in product listing page. Suggested further testing for Price Breakdown. INSIGHTS

  • Savings = bragging rights

TESTING RESULTS / INSIGHTS ⅗ users successfully complete the task “apply coupons in product listing page.” ⅖ users had issues with price breakdown - we updated the visual for price breakdown PILLARS

  • Informative
  • Ease of use
  • Reliable

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Assist

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Assist

FEATURES Clear icon of amount you are saving. As users shop it encourage more purchases. Suggest Editing

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Assist

FEATURES Clear icon of amount you are saving. As users shop it encourage more purchases. Suggest Editing

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Assist

FEATURES Clear icon of amount you are saving. As users shop it encourage more purchases. Suggest Editing

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Assist

FEATURES Clear icon of amount you are saving. As users shop it encourage more purchases. Suggest Editing

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Assist

FEATURES Clear icon of amount you are saving. As users shop it encourage more purchases. Suggest Editing

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Assist

FEATURES Clear icon of amount you are saving. As users shop it encourage more purchases. Suggest Editing TESTING RESULTS / INSIGHTS 5/5 users understood the breakdown in this modal Replaced coin icon with piggy bank icon PILLARS

  • Informative
  • Personalized
  • Rewarding

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

INSIGHTS

  • Savings = Bragging
  • Digital Trumps Physical
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Savings Report

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Report

FEATURES Clear visual hierarchy showing individual type of savings, and total cart savings. “Order confirmed” page with savings total and items they can afford to purchase. Grace period allows users to append these items to their previous order.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Report

FEATURES Clear visual hierarchy showing individual type of savings, and total cart savings. “Order confirmed” page with savings total and items they can afford to purchase. Grace period allows users to append these items to their previous order.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Report

FEATURES Clear visual hierarchy showing individual type of savings, and total cart savings. “Order confirmed” page with savings total and items they can afford to purchase. Grace period allows users to append these items to their previous order.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Savings Report

FEATURES Clear visual hierarchy showing individual type of savings, and total cart savings. “Order confirmed” page with savings total and items they can afford to purchase. Grace period allows users to append these items to their previous order. INSIGHTS

  • Savings = Bragging
  • Digital Trumps Physical

TESTING RESULTS / INSIGHTS Giving the option to add more items, 2/5 of users answers “No” to adding items and starting a new order, but 3/5 users answered “Yes” if they could add items to an existing order. PILLARS

  • Informative
  • Personalized
  • Rewarding
  • Reliable

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Live Demo

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Persona

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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1 HOUR NAP TIME TASKS

  • Buy Groceries and house

hold items.

  • Be Cost effective
  • Finish your favourite TV

show

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Live Demo

Please copy and paste into a browser window. Let us know if you have any trouble using the Prototype. https://invis.io/XCSXIGPBJU4

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Next Steps & Summary

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Next Steps

  • 1. REVISIONS IN HIGH FIDELITY

WIREFRAMES Work closely with UI Designers and Developers to bring in colour, image, real product information, and transitions and UI interaction to the wireframes.

  • 2. FINAL ROUND OF USER TESTING

Testing several options based off previous tests, some qualitative, some quantitative to determine if the product of ready to launch.

  • 4. EXPANSION TO FURTHER TOUCH POINTS

Once the app is running we will turn our attention to the next touch points for coupons (in store and desktop website).

  • 3. ITERATIVE CHECK-INS

We will check back in with users to asses their experience, and the stakeholders to see if KPI’s are being met. Adjust the system as needed.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Summary of Suggestions

COUPONS PAGE STREAMLINED CLIPPING SAVINGS ASSISTANT COUPON FINDER PERSONALIZED SUGGESTIONS SAVINGS REPORT

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Saving people money so they can live better. live better.

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Thank You Questions?

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Appendix

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Appendix Links

PRESENTATIONS Experience Brief Frameworks Experience User Flows and Wireframes User Testing Reports
 PROTOTYPES Prototype One User Testing Prototype Final Prototype
 USER FLOWS User Flow
 STAKEHOLDER INTERVIEWS Gopal USER TESTING Script Transcribed Notes Task Breakdown Results Notes Breakdown Key Points 


Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Walmart Content Audit

RECCOMENDATIONS Homepage:

  • Cut down on static content
  • Kill Departments - it's overwhelming
  • Push personalized content with curated content
  • Ways to save more! Keep and combine
  • Keep sale notification
  • Add Social Content ( instagram feed)
  • Add Localized content (nearby sales?)
  • Make links to coupons much more prominent


‘Coupon’ Page:

  • Make Coupons addable to cart
  • More personalized content served to you based on

previous purchases

  • Product Coupon search function
  • Links to Product Information Page





Checkout:

  • Make Coupons addable to cart
  • Review coupons applied
  • Served up offers that you missed.


Product Info Page:

  • Better transparency in price and details (static)
  • Push Curated Coupons for that item, or related

Items
 


Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Walmart Coupon Use Notes

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Customer Journey Map

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Competitor / Best in Class Review

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Secondary Research

How digital coupons attract the ultra-mobile, millennial customer: https://www.mobilemarketer.com/ex/mobilemarketer/cms/

  • pinion/columns/21918.html

Coupons by the numbers: Savings up, redemption down: https://www.sun-sentinel.com/features/deals-shopping/fl-bz-doreen- christensen-2017-coupon-redemption-down-story.html 63 Coupon Statistics You Need to Know in 2019: https://wikibuy.com/blog/coupon-statistics-4c49b386c833 Consumer preferences drive change in coupon delivery: https://www.quirks.com/articles/consumer-preferences-drive-change- in-coupon-delivery Burning Questions: Seeking the best in digital coupons: http://strategyonline.ca/2017/04/13/burning-questions-seeking-the- best-in-digital-coupons/ Study: Deal-hungry shoppers use mix of print and digital flyers: http://www.canadiangrocer.com/research/study-deal-hungry- shoppers-mix-print-and-digital-flyers-75798 Nearly Half of Canadians Interested in Using Smartphones to Redeem Grocery Coupons and Promotions but Adoption is Slow: https://www.newswire.ca/news-releases/nearly-half-of-canadians-interested-in-using-smartphones-to-redeem-grocery- coupons-and-promotions-but-adoption-is-slow-517501701.html

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Secondary Research Highlights

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

53% of consumers expressed a desire for all coupons to be digital (Inmar) Globally, the mobile coupons industry is slated to grow by 56.5% by 2025 (Orian Research) 76% of customers feel that receiving personalized discount offers based on their purchase history is important (LoyaltyOne) 60% of consumers say purchasing products at the lowest price possible is most important to them when shopping

  • nline (Radial)
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Persona 1

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Persona 2

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Persona 3 (Main)

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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User Recruitment & Screen

DEMOGRAPHICS Age: 23-35 Gender: Male or Female Language: English Speaking OCCUPATIONS Acceptable: Homemaker / Mat. Leave, Student, young professionals outside of the Design / Developer Industry. Not Acceptable: UX Designers, Designers, Developers, Walmart Employees. ONLINE HABITS Shops online (for products and food), though apps or desktop and Uses Coupons or discount codes. Has bought

  • nline from Walmart before.

LIFESTYLE HABITS Watches their spending habits, always look for deals when doing so. Will consider buying things if they can get them for a cheaper price. Has previously shopped at Walmart. GEOGRAPHIC LOCATION Canada, GTA. Lives near a walmart (for pick up), or in an area that Walmart will deliver too.

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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Task Testing Breakdown

Recommendations Presentation | Elizabeth Ko | Andrew Pieroni | Jin Wang | July 11th 2019

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For further questions contact: Andrew Pieroni | andrew.pieroni@gmail.com Elizabeth Ko | elizabethhojy@gmail.com Jin Wang | jinwang129@gmail.com

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For further questions contact: Andrew Pieroni | andrew.pieroni@gmail.com Elizabeth Ko | elizabethhojy@gmail.com Jin Wang | jinwang129@gmail.com