Many Groupon users were struggling with finding a way to quickly evaluate deals. That’s because the high impact information like merchant name and location is hard to find. Above that, the complex option title can cause purchase mistakes easily. In this project, I was focused on addressing these two big pain points.
When evaluating a deal, users are not only looking for the discount but also key merchant infomation to make the purchase decision. The current deal-centric structure are missing this opportunity.
After narrowing down the problem to two focuses: merchant info and location, I started to explore different page structures. There are two strongest concepts that stand out after a couple rounds of discussion with the team. At this point, I wanted to know which concept would work, so I had a usability test to figure it out.
After the usability testing, I received a strong signal that merchant-centric page title helps users understand the deal quicker, which is the concept 2 approach. However, the location issue still hadn’t been addressed in concept 2. So this round of UI exporation, I was focused on what’s the right UI treatment for introducing the entry point of the location.
The following were three versions: tabs, image carousel. (left to right)
I first ran an a/b testing on the Tabs version, and then noticed that not many people were interacting with the tabs. So I came up with an aggressive version which inserted the location map in the image carousel. However, I didn’t go with this version because I thought it may hurt the conversion considering image quality is highly correlated to the conversion based on a past testing. At the end, I landed on the card version because it has better grouping and visibility.
Complex option title will take users longer time to comprehend, especially when the option title contains too many details, such as time, location, what’s included...etc.
Users need to spend longer time to read the option title and it’s difficult to compare between options.
Lengthy and trivial option titles can easily cause purchase mistakes because there are only a few words difference between options.
To make the option easy to digest and avoid wrong purchases, the idea is to break down option title to attributes, so users only need to make one decision at a time. Additionally, the action of selection can force users to pay more attention to the details, such as the redemption time. That can reduce the chance of making the wrong purchase.
Implementation difficulty: ★☆☆☆☆Pros:
Implementation difficulty: ★★☆☆☆Pros:
Implementation difficulty: ★★★★★Pros:
Considering the technical restriction, we picked #1 and #2 to run an A/B testing on mobile web and Android Local deal page.
Traits don’t work on all deals, but for some complex deals with a massive number of options, such as ticket deals, it does help the user to find the option faster. Therefore, as the next step, we should work closely with customer support and data scientists to define what are the right deal types to apply traits.