Project Summary
The AutoMercado App enables consumers to accumulate points while shopping for groceries, which can then be used to purchase products related to ongoing in-store campaigns.
Problem Statement
Despite adding a new Gifting feature to the app, user adoption of this feature has been disappointingly low. Only a limited number of users have engaged with this feature as expected.
User Interviews
Conducting user interviews allowed me to gain live insights into users' thoughts, feelings, and ideas for improvement. This approach aligns with my primary research goal.
"Where can I find this Gifting feature?
It sounds cool."
During the interviews, I tactfully guided users to explore and use the new Gifting feature in the app. This process was meticulously studied, and a wealth of user data was collected, helping to identify and address the core problem.
Pain Points
Based on the user interviews, three key pain points were identified regarding the new Gifting feature:
1. Lack of Awareness
Users were unaware of the Gifting feature's existence, despite marketing efforts in retail stores for several months.
2. Hidden Feature
The Gifting feature was buried within multiple layers of the app, making it challenging for users to find and use it easily.
3. Unclear Functionality
Even when users managed to locate the Gifting feature, they still struggled to understand how to use it effectively.
User flow
Analyzing the current user flow with the Gifting feature provided valuable insights into users' problems.
Sketches
By leveraging the user data and focusing on the pain points, I generated multiple design solutions, rapidly iterating through sketching.
Wireframe
By leveraging the user data and focusing on the pain points, I generated multiple design solutions, rapidly iterating through sketching.
Visual Design
Applying the wireframes, I created a visually appealing design for the Gifting feature.
Usability testing
To evaluate the revised design, I conducted usability tests using a prototype built in Principal. I posed specific questions to users during the test, including their first impressions of the app, their experience using the new feature, and how they found it.
"Wow, very accessible!"
The usability tests yielded positive feedback, and I collected valuable user data, which helped refine and finalize the product.
Conclusion
When a newly introduced feature falls short of expectations, it's essential to reassess the design process. Gathering user data and conducting thorough research allowed me to identify and address user problems effectively. The resulting solution significantly increased the adoption of the Gifting feature, making it the most used feature within the app.
Additionally, overall app usage and daily gifting transfers rose, leading to praise from users. This project taught me the importance of not only delighting users but also bringing value to the business. It revealed that solving the main problem requires addressing various subproblems. Unlike traditional static data analysis, user interviews provided dynamic insights into how users interact with the app.
Although challenging, this research method improved my interviewing and research skills through careful preparation and thoughtful questioning, leading to more meaningful outcomes.