Design Case Study • Gift Card Fusion
Revamping the Website and Unleashing Self-Serve Power
During this project, we redesigned the foodpanda website, transforming it into a multi-page platform showcasing the company's corporate benefits. Furthermore, we automated account creation, shifting from manual processes to seamless Salesforce integration, which resulted in automatic password emails for administrators and clients. As a ladder upgrade, we also introduced Enterprise and Gift Card-only plans.
Gift card purchases have been revolutionised with instant gratification, customisable designs, and seamless email distribution. Through our partnership with Qwikcilver, we recorded and distributed data efficiently to employees and contractors. As we explore its creative process, we will take you through its intricacies, feedback, successes, and challenges!
Why It Was Necessary?
The need behind this project arose from the need to provide foodpanda's corporate clients with a more comprehensive and user-friendly platform. The existing system had limitations in terms of showcasing the diverse features and benefits offered within the Corporate vertical.
Stakeholders
Product Manager - Mukul Singh
Engineering Manager - Aksels Ledins, Andreas Granström
Frontend Engineers - Siddhant Bhatia, Poppy Choo
Backend Engineers - Bhoomtawath Plinsut, Jia Wei Khong, Taras Zakandaiev
Product Designer - Dhananjay Garg
Business Counterparts - Adele Grosskopf, Suneet Nigale
Time-Frame
Spanned close to 10 months from Jan 2023 to Nov 2023
My Role
As the Senior Product Designer leading this project, my responsibilities encompassed the end-to-end design process, from conceptualising the redesigned website to optimising the self-serve portal, designing, QA and launching the gift card purchase and redemption experience.
Problems
#1 Website Redesign
Our idea came from realising a significant problem with long-term consequences. A single-page website confused users and hindered communication of foodpanda's wealth of corporate features. Since the website provided limited context, potential clients opted out of the corporate offering and needed a reliable source of information. Admin users experienced frustration interpreting it. Due to the lack of prioritisation and bandwidth, the corporate website had a single-page structure that did not convey its depth.
#2 Self Serve Transformation
Streamlining foodpanda's account creation process on its Admin Portal was necessary. Without an automated system, the business couldn't handle inefficiencies and time-consuming delays caused due to manual procedures. It hindered client sign-ups and operational agility. Admin users had to sign up and wait 3-4 months for access. foodpanda had no existing solutions, so a transformation was needed.
#3 Gift Card Purchase Experience
The final puzzle piece was optimising the gift card purchase and redemption process. Before this, acquiring business vouchers in bulk was hampered by delays, taking up to 3 days. This bottleneck had a significant impact on corporate clients' flexibility. Users complained of frustration due to slow voucher issuance. Having no instant solution left corporate clients waiting for days, moving to the competitor looking for a quick way to send gift cards. This problem needed an innovative approach to meet user expectations and business goals.
Objective
Website Redesign Opportunity:
Our foremost objective was redesigning the website into an intuitive, user-friendly platform that could effectively showcase foodpanda's Corporate offerings. This project would be measured by improving page visits, increasing signup rates, and reducing bounce rates.
Self-Serve Transformation Opportunity:
Our primary goal was to eliminate user frustrations by automating account creation. We strived to grant clients instant access to the Admin Portal and significantly reduce waiting times. We aimed to evaluate the project's success by reducing administrative workload, accelerating client onboarding, and doubling corporate client sign-ups.
Gift Card Purchase Experience Opportunity:
Our goal was to provide corporate clients with immediate access to gift cards to enhance operations and encourage larger gift card purchases. The success was measured success with the increase of GMV and the redemption percentage.
Research
Our research involved a combination of methods, including thorough market analysis, competitor feature comparisons, and heuristics evaluations. We employed user surveys and interviews to gather direct user feedback and insights. Furthermore, we analyzed industry reports and trends to stay attuned to market developments.
Competitor Research:
A comprehensive competitor analysis was conducted to lay the foundation for the project. Among the prominent players in the food delivery industry, Uber Eats, DoorDash, GrubHub, and Deliveroo, we examined emerging trends, innovative features, and competitive advantages.
Heuristics Analysis:
Along with the competitor research, we performed an in-depth heuristics analysis of foodpanda's existing website for business clients. This allowed us to thoroughly understand the current user experience and pinpoint areas for improvement.
Gift Card Design & Differentiation
When designing visuals and workflows for the gift card feature, our research extended to major Southeast Asian players, including Grab, Amazon, Klook, Starbucks, Fairprice, Chope, Uber, and Apple. Our focus was to explore how these industry leaders presented their gift card offerings and to identify design and usability trends that could inspire our gift card design.
Moreover, we delved into the strategic differentiation of gift cards about foodpanda's existing features, such as vouchers and allowances. We sought to understand how gift cards could be positioned as a unique value proposition for our customers.
User Insights:
Our research found that users have a growing preference for convenient and instant features in food delivery services. We considered users' increased desire for user-friendly interfaces when designing our system.
Testing of Assumptions:
As a result of our research, some of our initial assumptions were validated. For instance, user feedback and market trends have supported our belief that user-friendliness is a critical factor in food delivery websites' success.
Market Insights:
It was evident that gift cards were becoming more popular, and designs were becoming more personalised and visually appealing. The market was also progressing towards providing versatile options and instant access to gift cards.
Impact on Project:
Insights from our research greatly influenced our project direction. It inspired a strategic shift toward improving user-friendliness and designing a website that mirrors evolving industry trends. Additionally, the visual design of gift cards was informed by insights from successful market leaders like Starbucks and Apple. We aligned our strategy with our users' ever-changing expectations and broader market trends based on our research insights.
Design
Ideation:
Through a collaborative brainstorming process, ideas took shape. The initial challenge of developing a multi-page, user-friendly website generated numerous ideas. In addition to ease of navigation, prominence of features, and visual appeal, we considered input from various team members.
For the gift card experience, the ideation process involved visualising how to offer users instant access, the brand identity of the Corporate gifting experience, and bulk gifting.
Self-Serve end-to-end flow
Prototype:
We crafted mock-ups to represent the proposed changes during the ideation phase visually and prototyped our conceptual ideas. Mock-ups for the entire journey from end to end were meticulously crafted. Using prototypes, we designed the journey from browsing the Corporate offerings, signing up, customising, and sending gift cards step-by-step. These prototypes provided a concrete vision for future development.
Design Decisions:
Infusing foodpanda's brand identity into our design decisions was one of our primary commitments to elevating the user experience and meeting strategic business objectives. A clean and intuitive layout was the website's primary objective so that users could easily explore the variety of Corporate features provided by foodpanda. A familiar and friendly touch was added to the design by integrating PauPau, foodpanda's lovable mascot. We carefully crafted a visual hierarchy to emphasise key selling points so users could easily comprehend the value of the Corporate offerings.
We created visually appealing gift cards to align with foodpanda's brand identity. Infusing the interface with foodpanda's delightful charm reinforced the relationship between the brand and its corporate users. We aimed to simplify and automate the process of issuing gift cards in bulk for enterprise clients, making it easier to process large orders. In addition to capturing the visual essence of foodpanda, we wanted to create a functionally seamless and enjoyable interface for users.
Iterations:
Iterative testing and feedback helped shape the website and gift card experience. To create a balance that aligned closely with users' preferences and brand goals, we used these insights as a foundation for multiple design iterations. We refined the website design by improving the visual hierarchy, navigation, and usability. We simplified steps and refined visual elements for gift cards to enhance the user journey.
Using user insights, the project steered toward an optimal design that exceeded user expectations and aligned with foodpanda's overall business goals. We created designs that resonated with both website users and gift card enthusiasts.
Translations:
Since the product was launched in nine APAC countries, I collaborated with the translation and UX Writing teams to optimize the copy and make it more concise.
Product Launch
Gift Cards Advert 24Oct.mp4
Results
Objectives Met:
Gift card purchase and account creation made fully automated.
Reduced workload for Account Managers through Salesforce integration.
Business Impact:
Targeted a 2% increase in GMV over the next year, accounting for gift cards as a seasonal bulk product for corporate.
Positive progress toward achieving GMV increase.
Improved User Experience:
Multi-page website design with interactive walkthroughs, FAQs, and testimonials.
Enhanced user engagement and understanding of Corporate offerings.
Flexible, enjoyable, and enriching gift card purchase experience.
Key Learnings:
Effective communication with various stakeholders is crucial.
Comprehensive perspective considering B2B, internal, and B2C aspects.
Addressing gaps and designing minutely in an end-to-end product.
Areas for Future Improvement:
Surface payment information within the Company Portal interface.
Expand use cases for gift cards with additional themes and designs.
Solutions for failed email addresses in CSV uploads.
Design and functionality for clients with large employee numbers in the enterprise plan.
Unwrapping the Magic of Automated Gift Cards
Project Brief:
In this enchanting project, we set out to create a gift card purchase and account sign-up experience that puts the power of bulk gift card gifting in the hands of companies of all sizes. From any value, distributed in their preferred way, we transformed the corporate gifting landscape.
My Role:
As the Senior Product Designer, my role extended to shaping the end-to-end experience, including crafting captivating marketing and sales collaterals.
Context:
In the world of corporate gift-giving, account creation was a manual maze. Companies relied on vouchers that took 3-5 days for foodpanda to conjure and send. The website, a single-page landing, was a realm of missed opportunities, starved of information.
Key Objectives:
Design an automated and self-serve gift card purchase and account creation experience.
Allow clients to explore Corporate services, sign up, and make their first gift card purchase transaction.
Wave goodbye to the days of Account Managers setting up accounts manually on Salesforce.
Strategic Approaches and Solutions:
Backend Salesforce integration for automated processes.
Crafting a unique account entry in the backend to support automation.
A whimsical rebranding, merging Corporate with foodpanda's charming mascot, PauPau.
A captivating gift card design direction and strategy that speaks to the heart of gift-giving.
Key Metrics for Success:
Internally we are aiming for a 2% increase in Gross Merchandise Value (GMV) over the next year (2024), all while keeping the spirit of corporate gifting alive.
Summary:
"Unwrapping the Magic of Automated Gift Cards" transformed corporate gift-giving into a delightful and automated experience, casting aside manual account creation and long waiting times. The project's success, driven by whimsical branding and automation, promises a future of enchanting gifting possibilities.
Projects to explore
Helping foodpanda riders to continue servicing great food by keeping their mobile loaded for data and calls
