User Account

B2C - WEB APP

Goal
Ideation of a personal section for users on a coupon platform to increase retention and engagement.

My Role

CONTEXT

Role: UX/UI Designer
Timeline: Mar to Dec 2019
Company: Global Savings Group

Daily Mail Discount Codes is a leader in the online couponing landscape for the UK market, with 5 million sessions every month.

The value proposition of this website is to offer discount codes that users can redeem at the checkout of their online purchases.

The project goal is to develop a personal user account, initially only on the Daily Mail Discount Codes website, and then to scale it to other markets worldwide if it proved to be successful.

Role: UX/UI Designer

Timeline: 6 Months

Website: Discountcode Dailymail

Subject

CONTEXT

Discount Code Dailymail

Daily Mail Discount Codes is a leading online coupon provider in the UK, with 5 million monthly sessions.

The website provides discount codes for online purchases.

The project aims to create a personal user account on the Daily Mail Discount Codes website and if successful, expand to other global markets.

Daily Mail Discount Codes is a leader in the online couponing landscape for the UK market, with 5 million sessions every month.

The value proposition of this website is to offer discount codes that users can redeem at the checkout of their online purchases.

The project goal is to develop a personal user account, initially only on the Daily Mail Discount Codes website, and then to scale it to other markets worldwide if it proved to be successful.

Role: UX/UI Designer

Timeline: 6 Months

Website: Discountcode Dailymail

Problem

CONTEXT

The majority of users are not loyal to a particular discount website, instead, they rely on the first 3 to 5 search results on the SERP when searching for a coupon.

Only 30% of the visitors who land on Daily Mail Discount Codes return, and 92% of them come from organic traffic.

With the launch of new savings offers such as "Cashback" and "Rewards", we have made a major change to the user journey. Rather than receiving an immediate discount on their purchase, customers will now receive their benefits over a longer period, taking days or even months.

The pages have a low engagement rate with an average time spent of 1 minute and a 30% bounce rate.

Daily Mail Discount Codes is a leader in the online couponing landscape for the UK market, with 5 million sessions every month.

The value proposition of this website is to offer discount codes that users can redeem at the checkout of their online purchases.

The project goal is to develop a personal user account, initially only on the Daily Mail Discount Codes website, and then to scale it to other markets worldwide if it proved to be successful.

Role: UX/UI Designer

Timeline: 6 Months

Website: Discountcode Dailymail

Project goals

1

Improve users’ loyalty and increase retention

Boost user retention
Decrease reliance on SEO traffic
Enhance user engagement

2

Provide the user with a place where to control the status of their “rewards”

This project was introduced with the launch of two new offers, namely Cashback and Rewards. Both offers provide the user with a reward in the form of cash or gift cards after completing a purchase. However, due to the verification process involved, it may take up to three months for the rewards to be received.

3

Personalize the experience

Users can set their shop preferences and notification settings through their accounts, allowing for a more personalized experience based on their interests.

Concept

Personalization

Personalization is one of the key objectives of user accounts. However, with the current setup, users can only subscribe to the newsletter. They are unable to choose which shops they want to follow or the frequency of notifications.

By introducing a personal account feature, users will be able to take charge of their preferences and customize their notifications according to their liking.

Rewards

Rewards are a type of incentive that provides users with a voucher from an online store upon completion of a purchase. For instance, if a user purchases Samsung products worth £500 or more, they may receive a £30 Amazon voucher.

However, due to verification procedures, it may take up to three months to receive the reward. Users can keep track of their reward status and find out why they have not received it yet by creating an account.

Exclusive Offers

Members of the website can access exclusive, limited-time offers and be the first to use new discounts before they are publicly available.

Key outcomes & learnings

1

More user research is needed at the initial stage, to verify assumptions

This project was proposed as a solution to the loyalty and retention issue of a couponing platform, following an analysis of the primary competitors for the UK market. However, this assumption is not yet validated with user research.

2

The project was paused at the final stage due to a shift in the company's priorities.

It was not possible to monitor and improve the product through usage data. I would have clarified metrics for user acquisition and retention:

Sign-up journey and confirmations
Log-in frequency
Churn rate