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the problem

Evolving the product with the business

Drop is a rewards mobile app that allows users to earn points on offers from their favourite retailers and to discover new ones. Drop is able to reward users with points through partnerships with brands such as Postmates, Warby Parker, and Glossier.

Users can earn points on offers in two ways: by shopping using card connected to the app, or by shopping in the app through affiliate links. Users can learn more about the brand and how to complete their offer within a page.

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Over the past year, the majority of Drop's offers required users to shop in the app. This is attributed to increase amount of direct-to-consumer (DTC) companies and growing trend towards online and mobile shopping.

Unfortunately, the offer information screen in the app did not evolve to account for this shift in the business. The offer information screen did not present relevant information to the user that would convert them on the offer.

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user research

Understanding users' spending habits and behaviours

We conducted user research to understand our users pain points and needs. I conducted 1:1 user interviews with high-revenue generating users to understand the following:

What are the triggers that leads users to complete an offers? How does the current offer page fall short?

We categorized users as high-revenue generating if they had spent at least once on Drop’s revenue generating offers. We spoke with these users to understand their shopping journey and behaviours in relation to Drop and asked them questions such as:

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1. When you use an offer in the app, how does that typically look like?
2. What do you typically do when you purchase a product or service. What’s the process like?
3. What are your favourite brands? Why did they become your favourite?
4. Tell me about a brand, product, or service you recently discovered. How did you discover it and what did you like about it?

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Behaviours and mental models of high-revenue generating users

The research findings indicate that the current experience did not present enough relevant information the user. High-revenue generating users had to look for relevant information outside the app, which felt disjointed and disrupted their shopping experience.
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We also discovered that high-revenue generating users would complete offers based on the following information:

• Needs – Do I need this?
• Convenience – How convenient is it for me to receive the product or service?
• Incentive – What's in this for me and what will I get out this?
• Familiarity – What do I know about this brand? Do my friends know about this brand?
• Lifestyle – How does this into my lifestyle?

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reframing the problem space

Conveying how brands are relevant to users

Based on the findings from the research, the problem was that the current Brand Page did not present the user with relevant information. With this in mind, I framed the problem like so:

How might we help users decide if an offer is relevant to them?

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Solution

Move the decision-making process within Drop

Our user research findings indicate that users had to go outside of the Drop app to learn more about the brand before deciding if they wanted to complete the offer. This interrupted their shopping journey within the Drop app itself, and users were more likely to drop-off and not complete the offer.
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We decided to aggregate the most relevant information and placed them all the brand page to mitigate this. We added the following information to help users decide if the offer is valuable for them:
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1. Ongoing promotions
2. Bonus points and incentives
3. Photos from the brand’s social media accounts
4. Products
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Once the user decides that the offer is relevant to them, they can keep reading to learn how to correctly complete the offer.

Create engagement between the users and brand

I introduced a "Product Feed," which allowed users and brands engage with each other. Users can learn about the brand's product offerings, and earn points from surveys and videos sponsored by partners. This allowed users to learn more about how the brand fits into their lifestyle in a more engaging way.

Business impact

We released the updated Brand Pages to all users. There was an increase in engagement and conversion, although not significant. The updated screen did present new revenue streams from Drop, such as improved partnership opportunities for merchants through sponsored videos and surveys.