Saveora
Overview:
Are you tired of online shopping without rewards? Saveora fixes that! This case study explores the "why" and "how" behind their user experience redesign, revealing how it optimizes your online rewards strategy. Discover how Saveora puts your earning power at the forefront in just a few clicks.
Time: 2 Months
Team: Lalit Mohan Jamini, Bhanu Prakash, myself as a product designer
Process: UX Research, Information Architecture, Prototyping, User Testing, Product Strategy and Visual Design
About the product:
Saveora eliminates the hassle of searching for online deals and rewards. This user-friendly platform curates the best offers on popular products while simultaneously granting cashback on every purchase. Acting as a bridge between brands and consumers, Saveora facilitates instant cashback rewards directly on the platform, fostering a mutually beneficial shopping experience.
Know more about the user:
The user base that Saveora caters to consists of a diverse range of individuals who enjoy shopping on online e-commerce platforms. This broad user persona encompasses various customer segments, including those interested in lifestyle products, gadgets, mobile phones, health supplements, and skincare items. The primary user profile represents the average Indian e-commerce customer who values streamlined processes for online shopping and appreciates rewards for their purchases.
The basic structure behind Saveora:
Understanding the problem statement:
Expandability: In response to the booming e-commerce market, Saveora's stakeholders made a strategic decision to expand the product's scope through a comprehensive redesign. This user-centric approach prioritized enhancing usability and ensuring seamless functionality for all users.
Lack of Visual Hierarchy: User feedback and testing revealed usability challenges. The findings indicated confusion among users due to the presence of numerous functionalities. Additionally, information architecture and visual hierarchy issues were identified in several sections, potentially contributing to a high user drop-off rate.
Accessibility: The initial landing page lacked a clear product value proposition. To address this and improve user acquisition, we introduced the "Deal of the Day" section within the hero section. This streamlined user flow encourages action by simplifying navigation and highlighting immediate value (cashback rewards). Additionally, the banners, login, and "Get Started" buttons optimize user decision-making.
Navigation: The product's information architecture lacked coherence, hindering user navigation and interaction with various functionalities. This inconsistency made it challenging for users to locate desired features and complete tasks effectively.
Customer Pain Points:
#1
The Hero Section primarily utilizes static banners, which are a common method for conveying calls to action (CTAs). However, user engagement data indicates these banners are performing below expectations. To enhance user interaction within the Hero Section, we propose incorporating more dynamic elements.
#2
Our analysis of the "Store Section" reveals a cluttered presentation with a high information density. This includes extensive content, multiple calls to action (CTAs), A-Z pagination, and a disorganized category section. These factors can potentially overwhelm users with cognitive load, hindering their ability to navigate and engage with the section effectively. Data suggests a significant drop-off rate within the "Store Section," which may be attributed to this information overload.
#3
To optimize user engagement within the "Deals" section, consider incorporating visually compelling elements to attract attention and foster user interaction. Furthermore, the current one-click filter model might be hindering search efficiency by increasing the number of steps required for users to apply refinements. Finally, implementing a terms and conditions section would strengthen user trust by providing transparency.
#4
The "Category" section currently lacks visual elements such as icons or illustrations. This absence can contribute to a less engaging user experience, resembling a basic page without color, interactive features, or other user interface components. To enhance the user experience, we recommend incorporating visual elements like icons and illustrations alongside hover interactions on category cards. Additionally, implementing tabs could provide a more intuitive way for users to navigate between different category types.
#5
Dashboard Redesign
Our evaluation of the "Dashboard" section identifies the need for a comprehensive user interface (UI) refresh. The current design may be perceived as outdated, potentially hindering user engagement. Effective dashboards should foster a sense of discovery and intrigue. By incorporating elements that highlight "What's New" and prioritizing a modern aesthetic, we can cultivate a user experience that feels fresh and encourages continued exploration within the platform.
Aim to achieve by redesigning:
Focus on clarity and impact
Prioritizing a seamless user experience, the project aimed to simplify the "shop and earn rewards" process on Saveora. To achieve this, I established key user flow criteria to guide the visual design phase. This ensured a user-centric approach focused on maximizing accessibility and ease of use. Let's delve into the specific criteria I developed to achieve this efficient user flow:
Minimize clicks in the new flow to reduce user cognitive load and improve efficiency.
The redesigned platform should foster a strong foundation of trust between users and Saveora.
The platform's redesign aims to cultivate enduring user trust, strengthening the brand's reputation for reliability.
Approved Design for production:
#1
The Hero Section now features a compelling overview of the product. This section clearly outlines the product's purpose, its value proposition, and its user experience.
Introducing "Deals of the Day," a dynamic new feature that streamlines the discovery and purchase of limited-time offers. This captivating carousel automatically rotates, showcasing the hottest deals available for the current day. Users can easily browse and identify the products that pique their interest, all while earning valuable rewards with each purchase.
#2
The Store Section has been enhanced to optimize user experience. Improved organization with clear categories and alphabetical sorting facilitates efficient navigation. Additionally, a refreshed store card design and strategic placement of promotional banners for desks with attractive offers elevate the overall user journey.
#3
The Category Section has been revamped to prioritize user experience with a focus on enhanced discoverability. This includes the introduction of a visually compelling design featuring color differentiation, 3D icons, and dedicated category cards. This intuitive redesign empowers users to effortlessly navigate product categories and fosters a sense of platform freshness.
#4
The user dashboard received a comprehensive refresh to address usability concerns and enhance user engagement. This included a redesign of the navigation bar, ensuring intuitive information access. Additionally, data representation graphics were modernized, fostering a more engaging and visually appealing user experience.
#6
The 'Refer and Earn' page is one of my favorite designs in this project! It was such a fun challenge to create an engaging and intuitive experience that makes referring as easy as possible. I focused on simplicity, clarity, and making the reward system feel exciting. Seeing the seamless interaction come to life has been rewarding!
Strategic Challenges & Growth Opportunities
Understanding the nuances of e-commerce, reward systems, and their interconnected processes was a valuable learning experience.
Through productive discussions with stakeholders, I gained a strong understanding of the project's revenue model, user requirements, and strategic objectives.
My ability to analyze user behavior and identify key patterns provided valuable insights that informed strategic decisions, resulting in a strong alignment between our objectives and user needs.
Extensive collaboration across various teams fostered a deeper understanding of teamwork dynamics. This cross-functional interaction provided valuable learning opportunities from diverse perspectives, enriching my skill set.
Active participation in testing sessions and soliciting user feedback proved instrumental in developing my ability to understand and integrate user needs. This focus on user-centricity has significantly enhanced my design process.
Initiatives I championed that led to
Designed a holistic brand experience (colors/icons/typography) to convey our brand essence.
Implemented significant functionality enhancements based on user feedback analysis, prioritizing user needs.
Optimized user flows for key modules, simplifying navigation and enhancing user experience on Saveora.
Thankyou ❤️
