Mermaid Studios

Groupify - Online Shopping 2.0

Aufgabe

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. But 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." Goals: 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. 📲

Lösung

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. 🛍

Ergebnis

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. 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.