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BRAND
Project
Reimagining the next frontier for trading giftcards.
Summary
Glover offers a convenient and trusted means of exchange of unwanted giftcards for cash to provide users better value for their money.
Role
Product Design
Live Link
app.glover.co
Starting from scratch
I joined Patricia Technologies as a Product Designer in November 2020 to begin working on the designs for the Glover app. I led the entire design from start to finish on the web application while the other designers worked on the mobile application was placed to handle the mobile app. We collaborated closely from the start to ensure that we were both inline with the project scope, specifying in detail our design approach and process so as to maintain overall consistency on both the mobile and web app.
Find the problem, explore the solutions.
Most giftcard owners would prefer the value of the giftcard in cash for other more pressing issues than to spend the giftcard on the e-stores that do not retail their immediate needs.
Also, a significant population of people due to trust, and poor digital awareness are more disposed to offline shopping behaviors than online shopping behaviors. In other news, it has been observed that most of our traditional bank cards are rejected on some international sites where giftcards are purchased, hence, people who are unaware of available payment options find it inconvenient/stressful to purchase these cards.
Insights from persona research have revealed that there is a prospective market for giftcard buying if the rates are at par or below-market exchange rates. Vendors and end-users would find it more profitable and trusting to purchase giftcards at lower rates and shop on trusted international online stores where they are assured of the authenticity of the products.
Also, a significant population of people due to trust, and poor digital awareness are more disposed to offline shopping behaviors than online shopping behaviors. In other news, it has been observed that most of our traditional bank cards are rejected on some international sites where giftcards are purchased, hence, people who are unaware of available payment options find it inconvenient/stressful to purchase these cards.
Insights from persona research have revealed that there is a prospective market for giftcard buying if the rates are at par or below-market exchange rates. Vendors and end-users would find it more profitable and trusting to purchase giftcards at lower rates and shop on trusted international online stores where they are assured of the authenticity of the products.
Defining success metrics
Simple trading experience
Ideally, we want our users to have an awesome and understandable experience while trading with the Glover web app. This helps in improving our customer satisfaction score as well as reducing the error rate of our users.
Increase customer loyalty
We want to establish a better relationship with our users so as to improve purchasing ratio and reduce the churn rate as regards the Glover app.
Product awareness and adoption
People discover the usability of the Glover web app and become long-term users, therefore increasing the average weekly number of transactions.
Assumptions & Insights
The majority of our users who sell giftcards are within the ages of 17 and 35.
We have a significantly higher potential of female customers for giftcard buy.
About 96% of our giftcard sell users are male.
The most efficient platform to reach existing and potential customers is Instagram.
The majority of these users have irate tendencies.
Personas
Tony
20 years old
Student
Lives in Lagos, Nigeria
Student
Lives in Lagos, Nigeria
Pin points
It’s difficult shopping foreign stores, with the conversion rates and limited places where I can use my naira card, giftcards seem like a viable option. But the rates are highhhhhh.
Goals
I like being fresh and on-trend but the pandemic and dollar rates, it’s becoming increasing, lt difficult to get the stuffs I like.
Inhibitors
1. Rates.
Motivators
1. Instant service.
2. Ease of purhase.
2. Ease of purhase.
Personality
Passive
Assertive
Modest
Vain
Favourite apps
Favourite brands
Personas
Susan
24 years old
Makeup artist
Lives in Lagos, Nigeria
Makeup artist
Lives in Lagos, Nigeria
Pin points
I don’t like anything that stresses me. I wish shopping abroad was easier. It will make it easy to get the products and items I want/need that way I can get more views on IG and maybe even become an influencer. I can’t shop and buy clothes from the shops that my favourite YouTubers buy from.
Goals
I always envy influencers and will love to be one (who doesn’t want to have free clothes and hair) but to get there, I need to build my brand and I can’t do that with local stuff
Inhibitors
1. Rates.
2. Prefers the ease of trading on Whatsapp.
2. Prefers the ease of trading on Whatsapp.
Motivators
1. Awareness.
2. Customer service.
3. Ease of purchase.
2. Customer service.
3. Ease of purchase.
Personality
No-hoper
Go getter
Dependent
Independent
Favourite apps
Favourite brands
Userflows
User flows show the user’s progress from the launch of the application to the discovery of all functionalities on the app and experiencing actions. It also shows the navigational structure of the app. Flows were designed for multiple features and functionality of the Glover app. The flows are quite large and exclusive to the team and I couldn’t attach them to the case study because of the non disclosure attached to them.
Wireframes
Wireframes were designed but not for all the features and screens but for certain key features that involved multiple iterations to demonstrate what interface elements will exist on key pages. It is a critical part of the interaction design process. I wanted to show a visual understanding of pages early in a project to get stakeholders like the CEO, and project team approval before the creative phase gets underway.
Components
The Glover design universe is quite large and as such, it was important for me to break down and split the user interface into smaller and manageable parts. We defined the identity, elements, components, and layout. Using Figma, I created variants for component combinations that we can group as a single component set.
Prototypes
Buy Giftcards
We focused on simplicity and ease in buying giftcards. We wanted our users to be able to buy giftcards in the best way possible. There were many iterations to the design and feedback on an optimal approach to go about with this. We wanted to guide users throughout each phase of the process and also provide them with a step-by-step approach in buying giftcards, I designed the progress bar at the top of the page to illustrate to users how far and how long they are in the process of buying giftcards.
Prototypes
Sell Giftcards
Similar approach to buying giftcards. We provided users with more than 50 different giftcards available to sell. I designed multiple iterations for this feature in ensuring that we met up to the business requirements and product requirements as well as focusing on a user centered approach and optimizing the experience. The progress bar shows the user how long it would take them to finish the process.
Product Showcase
Airtime to cash
With the Glover app, users can get more value of their airtime and convert it to cash with ease.
Airtime
Users are able to purchase airtime from their preferred providers. e.g. MTN, Glo etc.
Data
Users are also able to data from their preferred providers.
Electricity
Users can recharge electricity units on the go using the app.
Internet Subscription
Users are able to purchase internet subscription such as smile and spectranet.
TV Subscription
Users are able to purchase TV subscription such as dstv, star times and gotv.
Mobile Responsiveness
I also designed responsive screens for the web app.
Results and Growth
In few months, the designs were ready and given to the engineering team for development. We had great success after the launch of the app and an increased numbers in our transaction volume, active users, and users that did a transaction. This was greatly influenced by the marketing strategy along with our presence in the Big Brother Naija reality TV show. This also had immense growth in terms of revenue to the business.
4.8%
Increase in weekly transaction volume
7.2%
Increase in number of active users
14.3%
Increase in number of users that did a transaction
Numbers after the first week of launch
Aftermath & Retrospective
1
I learnt a lot about myself and how to be capable of elevating thoughtful, intuitive interactions into gorgeous user experiences.
2
I improved my collaboration skills while working with multiple designers and team members on this project.
3
I also learnt about the importance of research and proper understanding of a product.
4
I ensure that handing off the designs to the engineering team was smooth due to constant communication, collaboration and feedback.
5
Improving my motion design and prototyping skills was also a key learning point for me while working on this project.
Next steps
Moving forward, the team is out to focus on optimising the experience on the app and providing a friendly user experience, through design, conducting user interviews, listening to user feedback, improving the onboarding experience as well as reducing time taken in completing transactions.
If you want to work with me
or just say hello?
Drop me a line
victorander18@gmail.com