Increasing User Retention
Redesigning existing features and user flow to streamline the experience.
ROLE
UX Design
METHODOLOGIES
Interview | Desk Research | Affinity Map | HMW | Persona | Competitive | User Interface Design
PROJECT TYPE
UX Design
OUTCOME
Redesigning and Optimizing User Flow for a Mobile App Feature
COLLOBORATORS
Designers
May Mallahzadeh ⏤ 2024
Context
This case study was part of a design challenge focused on solving UX issues in frequently used products. Our goal was to explore how UX design can address key business challenges. As frequent users of a go-to app, we aimed to understand why its retention rate, particularly for surprise bags, was low.
https://www.toogoodtogo.com/en-us/
Problem Statement
Redesigning the Magic Bag Feature to Boost User Retention
Business Objective
Expected Outcome
The app experiences low user retention, with the Magic Bag feature being a key workflow that has not performed well. Improving the user experience for this feature could help boost retention rates.
Increase user retention by improving the user experience of the Too Good To Go Magic Bag feature.
Increase User Retention
Improved User Experience
An improved user experience for the Magic Bag feature will lead to higher user retention, increased satisfaction, and more frequent use of the service.
Framing the Problem
Using Interviews and Desk Research to Define and Frame the Problem
By clicking on any of the steps below, you will be directed to the corresponding section.
Identifying the Problem
Framing the Problem
Claudia Peterson
Freelance Hair Stylist
I wish there was an option for the Pizza restaurants to be informed prior that the customer is Vegetarian.
Sam Oppermann
IT Administrator
I ordered from a barbeque place and I ended up getting meat-free plant-based product which was a surprise since I ordered from a barbecue place that didn’t state anywhere on there they were vegan friendly.
Julia Müller
SAP Consultant
Allow a bigger time frame for people to pick up their bags, especially if we are 'helping' the stores make more money for their 'garbage' and non-usable food.
Denis Bergmann
IT Engineer
Too much, you buy it for avoiding to wasting foods, but it is the another way for wasting food with feeling guilty.
Heather Murray
Software Engineer
Can access to reviews just in Google Map, not on the app. It would be better if you can directly see the reviews and photos on the TGTG app. The restaurant has not any picture.
Large portions can lead to more food waste.
Inefficient filtering system.
Limited categories and item selection.
Inadequate pickup times.
Desk Research
Key Pain Points Identified from User Reviews
We started by reviewing 50+ Trustpilot app reviews to identify common pain points, particularly around ordering Surprise Bags.
No in-app reviews, making it difficult to assess restaurant quality.
Would be nice to see all reviews and real customer pics in the app, instead of just clicking on preset options like 'friendly staff' or 'good food.'
The pickup times aren’t convenient at all.
They didn’t even have a vegetarian option.
You buy it to avoid wasting food, but you still end up with too much.
I use it for a bit of fun to see if it’s worth it, but if you’re planning to rely on it for meals during the week, you’ll still be hungry.
Interviews
Understanding Why Users Leave
To better understand user pain points, we interviewed 5 former and current app users to learn about their experiences, motivations, and why they stopped or considered stopping.
Affinity Diagram
Finding Patterns
Reviews
Variety and quality
Quantity
Rewards and fun
Pick up options
Filters
We grouped the interview data to identify common themes and patterns, making it easier to synthesize. The key user challenges were:
Archetypes
Defining User Behavior Patterns and Priorities
One of the key outcomes of our user research was identifying archetypes of TGTG app users. Since there are no "generic" users, these archetypes reflect the behavior patterns and priorities of real people. They serve as reference points for decision-making throughout the design process.
How Might We Statements
Key Problems Identified
How Might We address user concerns about pricing fairness while enhancing the perceived value of surprise bags?
How Might We help users control or be aware of the amount of food in their orders to enhance their experience and reduce food waste?
Prices and Offers
Quantity
Reviews and Feedback
How Might We provide comprehensive and detailed user feedback to build trust and improve decision-making?
Problem: The app only displays top three highlights and positive ratings, with no written reviews, limiting users' ability to assess the trustworthiness of restaurants or supermarkets
Problem: Users cannot customize or be informed about the quantity of food in their orders, affecting their ability to manage food waste.
How Might We ensure consistent food quality and offer a variety of ingredients to better meet user expectations?
Variety and Quality
Problem: Users are hesitant to integrate the app into their weekly routines without assurance of food quality and a diverse selection of ingredients.
Problem: The pricing of surprise bags is inconsistent across stores, and the perceived value doesn’t always align with users’ expectations, particularly for budget-conscious groups like students.
How Might We increase user engagement through gamification?
Gamification
Problem: Users lose interest over time, leading to decreased engagement and a drop in the app’s mission to reduce food waste.
Rating
Top three highlights
Magic box detail
Review reminder
Offers great value
Price drop
No clear description
No specific detail
Consistently leads to same pop up with no helpful information
Ideation
Visual Design
Designing Solutions
Turning Insights Into Actionable Solutions
The team used competitive analysis and gathered insights to brainstorm and prioritize solutions to the problems.
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Competitive Analysis
How Others Are Solving the Same Problem?
Before ideation, we explored how similar apps addressed the issues our users faced, gaining insights to develop our solutions.
Impact Effort Matrix
Mapping Ideas to Drive Impact
The ideation session began with brainstorming ideas from "How Might We" statements, followed by prioritization using an impact-effort matrix.
The ideation session began with brainstorming ideas from "How Might We" statements, followed by prioritization using an impact-effort matrix.
Low Fidelity Wireframes
Sketching Out Solutions
Home Screen:
To improve user convenience, we relocated the filtering system to the main discovery page. This allows users to filter content by food categories, days, times, dietary preferences, and promotions. Additionally, we added a personalized greeting to boost user engagement.
Product Page:
To give users more control, we introduced a package size option for surprise bags. This lets users choose a size that fits their needs, reducing food waste. Smaller packages also come at a lower cost, helping users save money. To enhance the experience, we added more photos of the offerings.
Filter applied
Categories
Filtering
Personalized greetings
Package size
Gamification and Rewards:
To boost user engagement, I designed a system incorporating scoring, challenges, badges, and leaderboards. After analyzing competitors and viable options, we developed a rewards system where users earn points through various activities and unlock prizes. Additionally, we transformed the Browse page into a Rewards page, as the filtering system was moved to the Discovery page, effectively merging the two.
More photos added
Redeem rewards
Rewards
Flexible time
Clear categories
Highlighting progress through a visual, personalized, and reflective experience
Store response
User review
Writing a review
High Fidelity Wireframes
Collecting Time:
To improve package pickups, we extended the time window and introduced flexible pickup options. Users can now schedule pickups until store closing, offering greater convenience and accommodating different schedules.
Category:
To enhance user awareness, especially for supermarket surprise packages, we proposed clearly categorizing the items within each package. This helps users make informed decisions based on allergies or specific needs.
Reviews and Feedback:
To boost user trust and enhance decision-making, we proposed a comprehensive feedback system. This feature facilitates direct communication between users and the platform, fostering mutual input and improving overall confidence in the service.
Ideation resulted in five key solutions.
Validation
Iterative Improvements Based on User Feedback
Adding Size Box Pricing:
To help users make informed decisions, we added real-time pricing to each box description.
Achievements and Share Pop-Ups:
To boost user engagement, we designed achievement and challenge pop-ups along with a sharing feature.
Mayorship Default State:
Since the term "mayorship" was unfamiliar to users, we created a default state for first-time users, ensuring they receive clear, comprehensive information upon their first interaction.
Ingredients and Allergens Pop-Up:
The allergy pop-up previously displayed fixed text everywhere, causing user confusion. We redesigned it with collapsible drop-downs, allowing users to expand and view details as needed.
Five rounds of moderated testing informed iterations to improve functionality and usability. Participants completed scenarios while we observed their movement patterns, mental models, and goal completion. Through multiple feedback rounds, we reduced cognitive load and made information more accessible. Based on our findings, we implemented key changes to enhance the user experience.
Final Design
Potential KPI
Learning Curve
While the redesign didn’t launch, I would monitor the following to track success and impact:
App Ratings and Feedback: Regularly collect and analyze user ratings and feedback to gauge satisfaction with new features like personalized filters and flexible pickup times.
App Engagement: Track metrics such as daily/weekly active users and the frequency of interactions with the Magic Bag and rewards system.
New Sign-Ups: Measure the rate of new user registrations to assess the app’s ability to attract a broader audience.
Retention and Repeat Orders: Monitor retention rates and the frequency of repeat orders to evaluate long-term user satisfaction and loyalty.
Always Research Assumptions:
We initially thought most users were motivated by environmental concerns, but it turned out many were more focused on convenience, cost savings, and the element of surprise.
Skills Sharpened:
This project helped me improve my user research, UX design, and usability testing skills. I also got better at problem-solving and collaborating with cross-functional teams, using data-driven insights to create solutions that put users first.
Key Challenge:
The biggest challenge was working on an app without knowing much about its problems or business goals. However, having access to a large amount of online customer feedback gave me valuable insights and a unique opportunity to work with real user input.
Outcomes
Lesson Learned and Potential KPI