PROBLEM STATEMENT

Reduce the bounce rate &

increase repeat visits

PROJECT TIMELINE

December 2023 - January 2024

ROLE

Sr. Product Designer, Visual Design

PROJECT TIMELINE

December 2023 - January 2024

ROLE

Sr. Product Designer, Visual Design

PROJECT TIMELINE

Aug 2022 - Oct 2022

ROLE

UX, Product Thinking, Visual Design

Conversion increase

18%

Bounce rate reduction

43%

Repeat users

SuperCoins is a first-of-its-kind rewards ecosystem designed to benefit millions of Flipkart customers. Users will be rewarded for every purchase, with a larger variety of rewards partners to choose from, and it will all be managed on one platform.

I was assigned to lead the design strategy and execution of this project. I completely redesigned the structure of the SuperCoin home page and rewards page. I played a pivotal role in product thinking, wireframing, user experience and visual design for this initiative.

Sneak-peek

The problem

The category page observed a 52% bounce rate

and there were insufficient repeat visits

Description of the problem

The business team saw a 52% bounce rate on the SuperCoin category page. It was also noticed that there weren’t enough repeat visitors. To increase customer engagement and build long-term customer loyalty the platform needed more repeat users who could make more purchases.

Why is the problem significant?

High bounce rates can severely damage the business. Since the bounce rate is high a large number of prospective customers are leaving without ever getting close to converting. The average bounce rate in the e-commerce industry is between 25% to 40%. Therefore it is really necessary to address this problem.

Understanding the problem

User interview

The research team conducted 10 interviews who were SuperCoin users. I participated in the user research and I found out that the user needs are different from what we cater to them. Even though this was a reward system where the user are rewarded with offers for their purchase, they wanted to explore this more in an easy way.

What was the users' feedback?

“I don’t have enough points to redeem any rewards”

“Page is too boring”

“It's taking too much time to find a reward”

“Couldn’t find the right rewards”

Why the existing experience didn't work?

In 2021, Flipkart chose to prioritize its reward program, stimulating customers to engage in more transactions, augment customer fidelity, and foster repeat patronage. The SuperCoin segment, introduced in 2019, hasn't had much revamping since its genesis aside from isolated refreshes. I unequivocally advocated for a comprehensive update of this segment along with a transformation in its reorganization and wireframing.

SuperCoin Zone

Rewards Zone

Finding solutions

I collated all the research findings, gained insights and went in to figuring out the hypothesis and user stories.

Hypothesis on shortcomings of current experience

📨 Users should receive relevant rewards based on their coin balance
🤔 The user should have the option to use the coins for their next purchase
🤩 The rewards page should bring excitement factor to the user to redeem a reward
🔎 The user should discover the rewards without any hassle finding one
💥 Need to give exclusive discounts to the user

What our user needs?

I broke down the insights and hypothesis to user stories for this initiative and figured out how this can help our users to solve the problem.

User story

Personalisation

Rewards based on coin balance

Filtered brands as per category

User education

How to earn?

How to redeem?

Different rewards

Navigation

How to earn?

How to redeem?

Different rewards

User information

Coin balance info

Upcoming coins

Coin expiry info

Transaction info

The strategy

The product team was seeking ideas and we had some amazing sprint sessions. I called out for major changes and had a shared understanding among the stakeholders before executing these strategies. The idea was to give a new look to the page and show relevant offers to the user via these four ways.

Merchandising SuperCoin

The SuperCoin zone is to be redesigned like a merchandise store which will give the feel of shopping rather than redeeming rewards.

Cohort targetting

We created three cohorts for the SuperCoin zone that is < 500 coins, 500 to 1000 coins and > 1000 coins. With the experience, they will see only the rewards as per balance.

Coins + Cash

If the user didn’t have enough coins we wanted them to redeem the rewards through their earned coins plus cash/payment for their remaining amount.

Grouping reward cards

The reward cards to be redesigned and grouped as per categories like entertainment, food, shopping, medical, etc.

The designs

With the strategies put in place, I started to design the new SuperCoin zone and rewards page. I tried out multiple layouts, cards, wireframes and experiences but found these iterations perfect for the platform and the user.

Onboarding screens

Since the category has got a redesign and restructure, I introduced first-time user education on the SuperCoin zone educating where they can find info about coins, rewards, savings and navigation.

SuperCoin Zone

Merchandising SuperCoin Zone

I created new banners and widgets for the category page to give a store feel. Banners like master head, category navigation and sections like user and earn were designed. There are navigation points to rewards, redeemed rewards and coin info in the header.

Home Page Widget

Introduction of the hero widget with 3 refreshes per week to give info to the user on major rewards and exclusive discounts

Popular rewards

A section where the top redeemed rewards are showcased which will help the user for quick decision making

Cash + Coins

The user can purchase products with the coins they have and additionally pai just ₹1

Earn coins from videos

Users can also earn coins when they watch videos on the platform. This is an integration of engagement which exists in another category

Navigation widgets

Introduction of a comprehensive set of navigation icons encompassing all constructs offered by SuperCoin

Exclusive coupons

Personalised coupons for the user to purchase using coins. This will give the user extra discounts on their next purchase

Earn Coins from Games

Users can earn coins when they play games on the platform. This is an integration of engagement which exists in another category

SuperCoin Zone

Coin-based cohort targeting

Three different experiences have been designed for three different cohorts of users. The rewards will be showcased as per the coin balance the user has. This will display relevant rewards to the user and they will not see rewards unrelated to them on the first go. They can still purchase a higher range of rewards from the rewards store from the cash and coins option.

< 500 Coins User

500 - 1000 Coins User

> 1000 Coins User

Cash + Coins

This particular feature will help the user to use their coins without expiring though they will have fewer coins. They can pay the remaining price of the reward through cash. The design will consist of a CTA with Coins + the Price of what they need to pay.

Cash + Coins

Price is shown along with coin details to purchase the reward

Coin info

Information on

coin balance

SuperCoin Zone

Grouping reward cards

The rewards cards are redesigned from a single card to 4x4 cards in one scroll. This design can show multiple rewards to the user in a single scroll helping them to discover rewards in an easy go. The page also has a deal of the day section for an exclusive reward for the user.

Rewards Zone

Combined reward cards

Reward cards redesigned section wise so the user can view multiple rewards in a single scroll

Deal of the day

New reward deals everyday for exclusivity

The rewards cards are clubbed together category-wise. This will help the user to identity the type of category they want to redeem quickly. Categories like entertainment, food, and shopping are clubbed together for easy picking.

Entertainment Rewards

Shopping Rewards

Food Rewards

Impact and learnings

The overall impact of this project was positive. The exclusive coupons and cash + coins were instrumental in engaging the user. More than 25% of the overall clicks on SuperCoin Zone originated from category navigation tabs and home page widget banners contributed 15.74% of the clicks.

33.6% of users scrolled to the end of the page while 77.8% of the users scrolled to the middle of the page thus reducing the overall bounce rate to 34%. These changes also brought conversion increase by 3x.

Drop in Bounce rate

18%

Repeat visits

43%

Hero banner CTR

15.74%

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