About Target Schemes :
Target Schemes were monthly schemes driven by Jumbotail as well as few Brands. The structure is that every Kirana store will get a few Target Schemes for a month depending on how much they contribute to the GMV. A Target Scheme has a goal in terms of an amount. The Target Scheme with a big amount has milestones.
Also it is also part of Jumbotail’s Loyalty programme named ‘SuperClub’. On achieving a certain Target Scheme, the user gets JumboCoins. These JumboCoins could be used to buy desired products from the list given in the SuperClub.
The Users :
The users of these Target Schemes are our end Customers, the Kirana Shop owners. Target Schemes were present on the App since before but only 1/4 customer base knew about it’s existence. During generative research we came to know that 50% of this customer base knew about how to use the JumboCoins. Others had questions for us.
Dual Challenge :
We had two challenges here,
User Challenge –
Before introducing Target Schemes one request of Kirana owners which was common that
“Hum aapse itna kharidte hai Sir kuch gift vagera diya toh acha lagega”
Kirana Owners
And now when it is present on the App, our users were not aware of it (inspite of the educational campaign we ran for 2 weeks).
We were supposed to figure out how to re-educate our users about the Target schemes and how to help them make decisions while ordering.
Business Challenge –
Jumbotail was attempting to break-even in upcoming months and one of it’s aspects was monthly GMV. So we wanted to be their go to place for ordering goods. And Target Schemes was one of the ways in which had benefits for both Kirana Owner and Jumbotail as a marketplace.
My Role :
It was exciting that this project was a part of an experiment on which a paper was being written. The Product team worked with Prof. Pranav. I made and tested multiple experiences with our customers. I led efforts to carry out Evaluative Research, understanding how users look at Target Schemes and how could it be included in the regular order path.
Customer Insights :
I partnered with Project Manager & UX Researcher who helped me in Generative Research. We noticed that Customers are goal oriented. They come to the App with an intention of buying necessary products.
- They only lookout for banners if any offer interests them.
- Only 1/4 customer base knew about Target Scheme’s existence. 50% of 1/4 of the customer base knew about how to use the JumboCoins. The rest were finishing Target Schemes but were clueless on where to use them.
- They also recognised offers mentioned on Product Cards on PLV (Product List View) & PPV (Product Page View).
- They also recognised the bar with Flag Pole and Running Man as Target Scheme
Proving that many of them haven’t been educated about Target Schemes or SuperClub in the past campaigns.
The Aim :
Every Kirana owner who is on Target Schemes is making his ordering decisions based on Target Schemes and the gift he wants to buy for himself/shop using JumboCoins. Hence adding to the GMV.
Hypothesis :
‘If Target Schemes are visible along with Offers on PLV (Product List View) &
PPV (Product Page View) the Kirana Owners will have better visibility into it and can make decisions accordingly’
The Approach:
At first, we decided to not alter existing structure and add to it.
The above options were taken to Users for quick feedback. Option 3 was understood by Users over Option 1 & 2.
Jumbotail has 10-12 offer constructs & in-case of multiple offers on a Product it will look cluttered. We decided to re-design add structure to offers, adding Target Schemes to it as it was seen by Users (Info from Research)
This structure was reviewed with the Design Team and we went ahead with revising designs.
The Limitation :
The idea of a progress bar was liked by all but showing progress real-time would have made the App heavy and load time would have increased. But it was possible to show the realtime progress on Cart Screen as it had that structure from before.
We decided to go ahead with Static Progress Bar as Users understood it quicker due to the flagpole and running man (Info from Research).
The Variants of Experiment :
We decided to do an AB Testing on a certain % of Customers with 3 variants. And run this experiment for a month seeing the graph trends from time-to-time. Apart from the current experience, 2 variants were designed and reviewed with the team.
Current Structure
Non-updated app – Old PLV, Old PPV, No section for offers
New Offers Structure
Updated app – New PLV, New PPV, offers section visible with different kinds of offers having different priorities
New Offers Structure + Target Schemes
Updated app, New PLV, New PPV, offers section visible with different kinds of offers having different priorities with scheme given top priority and displayed on PLV and PPV as well
The Execution :
It took us some time to convince Tech as to why we want to go ahead with Progress Bar and how it would be crucial in communication. Post that the Tech team started began their magic.
Last Minute Addition :
The Suggestion –
A day before launch of Target Scheme we had a distant call with Prof. & he suggested to add a 4th variant where we will show gifts/products available in SuperClub on the HomePage.
This will help educating Users about SuperClub & the use of JumboCoins.
Adding anything to HomePage has to have a strong reason as our additions can be a distraction in he User’s order path. So, after a lot of debate, we decided to go ahead with it only for the experiment. Hence, the 4 variants,
The Designs –
Current Structure
Non-updated app – Old PLV, Old PPV, No section for offers
New Offers Structure
Updated app – New PLV, New PPV, offers section visible with different kinds of offers having different priorities
New Offers Structure + Target Schemes
Updated app, New PLV, New PPV, offers section visible with different kinds of offers having different priorities with scheme given top priority and displayed on PLV and PPV as well
SuperClub Module on Home Page
Updated app, New PLV, New PPV, offers section visible with different kinds of offers having different priorities with Target Scheme given top priority and displayed on PLV and PPV as well, if valid, SC HP Module for gift redemption
The Impact :
After a month’s observation, according to data variant 3 saw a jump of ~10% in variant 3 when compared with variants 2 and 4.