Have you ever found yourself in a WhatsApp or Instagram group with your besties, including 938278723 messages about new sneakers, cosmetics, guitars, etc.? How many abandoned groups do you have, which were solely created for shopping purposes? Well... there is an app for that!
With Groupify online shoppers now have the possibility to be more social whilst sitting on their couch surfing the newest styles and also getting discounts. Groupify is a build-in web function that allows online shoppers to team up with their friends to get their favorite pieces cheaper & consult them on their selections. It can be integrated into any online retail store. To unlock the discounts, users simply need to share a link with their friends to invite them to the shopping group.
After our redesign, the conversion rate from shop visits to link-shares performed 12x better than aimed for. In this case study, we will discuss how we achieved just that.
As only a little percentage of human-beings share unfamiliar links with their friends without batting an eye, the goal of our Groupify project was to enter the walls and increase the number of "Link-Shares."
Understand the context
Like with all of our projects, we started with a joint kick-off along with the Groupify-Team to define what is and isn't possible and limitations there are to the project. In this meeting, we set up 3 specific goals for the project and generated an in-depth understanding of their existing version.
01/ Increasing the number of link-shares. 📤
02/ Increasing the number of users on Groupify. 📊
03/ Motivating user to come back and use the product again. 📲
It was essential for us to do an in-depth analysis of the current app. We focused on analyzing the different functionalities and the app's overall architecture and navigation.
We reached out to the target group of the app and did usability tests where participants had to complete basic tasks such as sharing the link, give feedback, and unlock the discount. Based on the test results, we came up with a list of things that can cause problems. The problems included both design and technical issues that users faced while using Groupify.
01/ It's unclear for users how to unlock the discount. 🤷
02/ The possibility to create more groups on the same website was missing. 💬
03/ Confusing flow of the web-app. 🤔
04/ Users lacked motivation as there was no immediate benefit. 🛍
Based on our research results, we set up a list of hypotheses on how we could potentially solve the problems that were spotted. We also set the design direction that we want to achieve with the new design.
01/ Make users spot Groupify immediately & understand the benefits. 🛍
02/ Clearly explaing to users how to achieve the discount. 💰
03/ Give users a reason to share products with other members. 📥
04/ Make it easy for users to create different groups. 💬💬
05/ Make functions more intuitive & appealing. 🔍
06/ Motivate users to get the discount. 🏷
Sketching and developing
We quickly sketched out some ideas based on our hypothesis to make a prototype and promptly test it to ensure we are on the right track.
Prototyping the idea
During the design process, we created a set of measurable criteria in order to ensure that we objectively evaluate our prototypes and improve them based on the results. In the session, we reviewed the following elements.
01/ Do users understand the benefit without any interaction when visiting a shop?
02/ Do users immediately understand the functions?
03/ Which game pattern converts to a higher motivation to continue to the next step?
04/ Do users understand how to receive the benefit after they entered Groupify?
05/ Can users easily set up different groups?
06/ How many steps should the on-boarding take for users to understand them effectively and quickly with no further questions?
Testing the idea
We tested our ideas in regards to both functionality and usability with the help of 15 participants and realised that we were able to resolve the problems for specific situations.
Understanding: Communicating the benefit of the product at first glance. Users were able to state what they need to do and what they'll achieve by using Groupify.
Sharing the link: Simplify the sharing process of inviting other people to join Groupify and start their journey. Users could share the link with people without hesitation.
Creating motivation: Create a reason for users to repeatedly use Groupify besides the discount. Users agreed that they would appreciate if they could share products and get their friends advice.
Creating different groups and inviting people: Optimise the space for the management of different groups and personal data. We collected feedback from the users about the current group system.
After the evaluation, we move forward to the next step to design the product with a specific focus.
Motivate users to get started
The most important goal of this project was to increase the number of users that add their friends to get the discount. It seems like an easy task, but it was the hardest part, as we needed to motivate people to give this new concept a try.
To remove the barriers between users and our solution, we designed a new version. To increase the motivation in the first step we created a clear and easy on-boarding process that highlights the benefit of getting a discount when using Groupify.
Furthermore, we applied gamification elements by visualising the progress of achievements in hopes of further engaging users to unlock their goal, but also to make the whole concept of Groupify more understandable.
Keep them going
To create more value for the user (besides the first discount) and create a reason for on-going usage of Groupfiy we added an additional functionality. According to user behaviour research, humans seek advice from their friends while online shopping. We transmitted this insight into our concept and developed a function that allows users to ask for advice from their friends. To keep it simple & time-efficient, we chose not to design it as a messenger. We stuck to what users need and designed an interface that provides a clear overview by displaying the results in percentage. So users not only keep coming back to Groupify in order to get discounts, but also use it to share opinions - making online shopping more interactive.
Manage your groups
As Groupify collaborates with different retail stores, we needed to consider how users switch between stores. Therefore, we developed a user profile as a personal space for the user to manage their groups for different stores and to aid users in exploring more stores. To make sure this system works well with Groupifys database, we created this part in close collaboration with the team.
The new Groupify Version exceeded the forecasted achievements of link-shares by 12 times. We achieved that by using familiar concepts like game patterns to make the new concept tangible and motivate users to give it a try. By conducting user testings and setting up design criteria since the beginning of the process we could constantly check that we are going in the right direction.