Redesigning the convenience experience
With &Rewards, convenience store goers can gain access to cash & fuel discounts, exclusive rewards, & great deals!
I was brought in as an Independent consultant via Mobiquity to partner with the Kum & Go team to redesign the existing experience and look at future more scalable vision of the app.
My Role:
Senior User Experience Architect Consultant
(worked with Mobiquity - a full-service design agency)
- Initiative Duration: 4 weeks (discovery to delivery)
- Team: Lead Product Manager, Devs, QA, Internal AdOps Stakeholders
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.
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 & Scalabe Vision (Loyalty 3.0)
- Initiative Duration: 4 weeks (discovery to delivery)
- Team: Lead Product Manager, Devs, QA, Internal AdOps Stakeholders
