Role:
Product Design Intern
Team:
1 Designer, 5 Engineers,
1 Product Manager
Know the Users:
Users redeeming rewards and users exploring rewards
Duration:
2 Weeks (2024)
Skills:
0 to 1, Product Strategy, Business Alignment, Prototyping
Goals:
Design a rewarding user journey that motivates ongoing interaction
I designed a new app called Eyedid Survey, a mobile app that allows users to participate in paid user testing and redeem earnings for gift cards.
This case study outlines how I crafted the experience from users exploring options to gift card redemption as the sole designer.
Context
Gift card redemption as a key loyalty driver for businesses.
High participation rates are essential for delivering quality data to our clients. When users can seamlessly exchange their points for rewards, they are more likely to stay engaged and continue interacting with our platform. This leads to satisfied users who redeem rewards, foster loyalty, and boost retention rates.
Solutions
Simple steps to redeem earnings for gift cards.
Research Summary: User Interviews
Exploring needs and frustrations.
With no existing data or user feedback to guide the design, I conducted in-depth interviews with both experienced and novice users. This research identified two distinct user types and their unique challenges.
The main objectives were to understand:
- How users navigate the redemption process.
- How users perceive the clarity of redemption information.
Research Summary: User Journey Map
Mapping user frustrations to design solutions.
Through user interviews, I discovered that users dropped off at different stages of the redemption process. To address this, I collaborated with the product manager to identify key intervention points where improvements could be made to enhance the user experience.
User Flow: First Draft
Early user flow considerations.
I created an initial flow for the digital gift card redemption process and shared it with my team. Developers said separate verification wasn’t needed since users are already authenticated in-app. Product manager suggested showing gift details regardless of point balance to motivate users.
User Flow: Final Draft
Final adjustments to user flow.
With team input, I refined the flow while preserving its core functionality. The flow now allows users to view gift card details even with insufficient points and removes the extra verification step for smoother navigation.
User Testing
Validating design direction.
With the concept solidified, I conducted two rounds of user testing with the original interviewees to evaluate the milestones feature. This helped me identify key issues and refine the design to better meet user needs.
Takeaway from Testing 01: Gift Details
Lack of visible milestones causing frustration.
4 out of 6 testers were frustrated by the lack of progress indicators on the gift details screen. When users couldn't redeem a reward due to insufficient points, they only saw a short description of the product and a disabled button.
Iteration 01: Gift Details
Improve clarity and motivate users with better progress visibility.
To boost user motivation, I added elements that track progress and make the goal tangible. A progress bar and visual details show users how close they are to earning their reward, while expandable sections and imagery make the goal feel more achievable.
Takeaway from Testing 02: Order Status
Lack of specific timing causing confusion.
5 out of 6 testers noted that while the delivery timeframe was provided, it lacked specific timing details. Users felt uncertain about the exact delivery window and wanted more clarity during the wait.
Iteration 02: Order Status
Making delivery waits less stressful.
I improved the delivery information by adding specific dates and familiar visuals. I combined a progress tracker with an envelope design to make the interface more intuitive and visually appealing. The final version clearly shows delivery dates, progress, and recognizable elements for better user understanding.
Prototype Testing Results
We saw promising results from user testing.
Task completion time decreased by 24.7 seconds, while the SUS score increased by 16 points. These results show that the design adjustments streamlined the redemption process and improved usability.
Next Step
Implement automated reward delivery notifications.
We plan to add notifications that automatically update users on their reward delivery status. This was out of the MVP due to a tight timeframe, but it can reduce the need for users to check if their reward has been delivered.
Learnings
Design, revise, laugh, repeat.
Iterate with purpose.
Test one feature at a time. Don’t make multiple changes at once. It’s way easier to pinpoint what’s driving improvements in metrics when you focus on one thing. Keep it clear and focused.
Designing is just one part.
Shipping a design takes more than just creating it. Before it’s ready, there’s a lot of back-and-forth with teams, approvals, and QA. Always plan for these steps in advance.