Influencing supermarket shopping behaviour
With Shopitize, FMCG brands can learn and influence mobile shoppers on their path to purchase in supermarkets. It allows delivering tailored offers and communications based on displayed behaviour. Shopitize motivates shoppers to submit receipts and then analyses this data to run, test and optimise current and future campaigns.
Shopitize has two products:
B2C - a mobile app (iPhone and Android) that helps people save money by giving cashback for submitting in-store receipts.
B2B - a marketing automation tool that enables FMCG brands to test and analyse their campaigns.
Juggling it all
At Shopitize I was responsible for product development, I helped marketing and analytics teams and I was also an acting CEO for 2 weeks. At times it felt like having five jobs at the same time and I really enjoyed that. Here are just a few of many things I did while working for Shopitize:
6 weeks challenge
I had only 6 weeks to learn about Shopitize's very complex business, technology and product and redesign their mobile apps (iPhone and Android). After analysing product usage (Flurry), reading user reviews, user research and customer service enquiries I have listed a lot of problems.
The app was confusing to use, it wasn't designed with customer service scalability in mind, the customer proposition wasn't clear and some features caused unnecessary technical headaches. It was time to propose an easy to use, scalable app! I started by sketching user journeys.
The primary user journey involves many steps and it happens over at least three sessions. Because of that the interface needed to be designed to cater for all scenarios. On the top of that there where quite a lot of other challenges to tackle and time was running fast. So I started sketching, iterating and experimenting.
I always start with solving the primary user journey and try to come up with at least ten solutions to a problem and then I move on to creating high fidelity wireframes and prototyping in Axure.
Once I prototyped the main functionality, I created user flows and tackled the problem of scalability of customer service. This had a major influence on the user experience, business and technical architecture.
Making the cashback experience more fun
The app was now much easier to use and the description of consumer proposition was clearer. However the product felt like a soulless utility app and was missing something - something fun. After doing some research on gamification techniques, we have decided to introduce a new feature: unlocking an offer by answering a question.
Thanks to this functionality brands could get feedback about their products and we could learn about shopping behaviours. Users felt that they have earned their cashback, because they gave feedback. By doing this the focus on submitting receipts has been shifted.
Because of that feature I had to redesign the navigation and main user flows. Once the prototype was ready I conducted user interviews and fixed confusing interfaces and messages. It also helped me to clarify the target audience and understand their needs better.
The product was good enough to launch, but there was still a lot that could be improved. However six weeks was up and it was time to build the first version of the product. I have defined minimum viable product based on the primary user journey and the product development has started.
Once the app was almost ready I went through a few iterations of user interviews and improvements and then we launched it!
Product design doesn't end at launch
Over the following nine months I have been talking to users, a/b tested mobile messages, building new features, preparing surveys, analysing data and reading reviews. One of the biggest challenges was explaining all the steps that users need to take in order to get cashback. Most people figured it out, but many took too much time to understand it. There had to be a better solution.
During one of the user interviews I had a breakthrough moment. The idea was to introduce a second menu, one that would show all steps that needed to be done. By changing the navigation users could always get to the most important functionality with maximum two taps.
All that hard work paid off - users have noticed it:
"Latest version makes it much clearer on how to snap your receipt" - Asjococo
"Great app it seems to be improving all the time" - Dmouse25
"Each update increases the ease of use" - Mm3838
The positive reviews praising ease of use started coming in. People started recommending it to their friends without any incentives and best of all, it became users' favourite app:
"Quite easily the best app I have on my phone right now!!" - MooncheeseShell
"Love this! Best app ever" - Addme!!
"A great addition to other shopping apps and my favourite to date" - Mm3838
Throughout the project I have led rebranding and I art directed the look and feel of the new product.
I also proposed to add a new branding element to solve a problem. Some users were frustrated when their receipt wasn't recognised. It usually happened because they didn't follow instructions. So we decided to anthropomorphize the recognition technology by introducing a robot bunny, that analyses receipts. This helped to make instructions more entertaining and because of that users followed them. This branding element helped to engage with users and made marketing campaigns memorable.
Aiming for simplicity and focus
I always aim to get products simpler and better, rather than clutter them by introducing many features. There were a lot of great ideas floating around that needed prioritisation and focus. To bring everyone on the same page I helped to clarify company's goals and make everyone more focused by defining product, marketing and business KPIs (based on Dave McClure's AARRR model).
I have also helped to organise marketing activities and create a score that measured offers' effectiveness. As a huge analytics geek it was fun to do!