Kum & Go &Rewards App

Current Challenges

Today, Provi has a few options for where Display Ads can take the user that showcase a grid of products at the product line item level.

The drawback of these options, however, is that many of the Display Advertisements are featuring a subset of products and aren’t always the entire Supplier’s portfolio, the entire Brand Family, or just a Single Product Line. Suppliers are also paying twice for Advertisements - both for their display ads and the ultimate link the buyer goes to.

The Process

To better understand the challenges, we started looking at doing a thorough discovery keeping our "retailer engagement and conversion" metrics in mind, since eventually, in addition to revenue through ads, it's all about how retailers get the most value out of the Provi marketplace.

My first step involved getting in touch with internal customer support team to get a list of active retailers that we could talk to directly.

We then scheduled interviews with a couple of buyers to understand their decision making process when it comes to how often do they update their drink menu (if restaurants), and if/when they are looking into finding new products, brands, sizes, etc., getting an understanding of what does process might look like.

Heuristic Evaluation, Competitive Analysis and Preliminary UX work

It was important to take a thoughtful strategic approach before actually diving into designing the screens. I first dived into unlocking the usability, and interaction issues with the current app in production by conducting a heuristic evaluation. The competitive analysis helped with understanding the what, why and how between Kum & Go and their direct competitors. The intial UX work involved looking at the flows, sitemap, information architecture, etc.

Kum & Go Reward Design Thinking Workshop

Research & Discovery

Discovery and research was extremely important to really understand the current challenges from both users, business and value delivery perspective. From business stakeholder interviews, to user interviews, to store associate interviews, appropriate workshops were facilitated.

Sponsored Content Hub

After synthesizing all the insights from research activities, talking to internal stakeholders from AdOps, Supplier Sales teams, etc., I started designing the first iteration of Sponsored Content Hub (SCH). An internal custom landing page and content creation tool that allows the suppliers to select from a list of product lines, entire portfolio, brand, etc., and add custom story telling components like recipes, carousels, title, description, spotlight, and more to curate custom storytelling pages.

* Suppliers are able to curate their content and not have to pay twice for Advertisements - both for their Display ad and the ultimate link the retailer goes to next
* Track Impressions and Clicks to content featured on these new curated pages and track conversions

Wireframes, Notification Strategy, Updated IA, and more

Based on the discovery and research, it was clear where some of the challenges with the current product lied, and hence I sat wit the PM and Client to first come up with a defined roadmap, followed by UX explorations along with client reviews and discussions.

Outcome

Better User Experience

Increased Product Value

Future & Scalable Vision (Loyalty 3.0)

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