Increasing Credit Utilization
This project was made for Catch
Release date: Q2 2024
Results: TBD. (Shifts in the company's direction, alterations to the business model, and team reductions may have an impact on both the proposed designs and the scheduled release date.)
Roles
Research
UX Design
Visual Design
Copywriting
Prototyping
Deliverables
Market Research
Competitive analysis
User Research
Usability Testing
Low-fidelity concept explorations
High-fidelity mockups, prototype, specs
Problem
After careful observation of user behavior and analysis of internal metrics, we found out that a significant number of users are allowing their Catch credits to expire. This issue is concerning as it directly impacts Catch's sustainability and undermines our commitment to our partner brands. If users fail to utilize their credits, it jeopardizes our ability to deliver on our promise of driving repeat business to our partners.
Solution
Create a marketplace for users to claim, donate, or trade credits.
Incentivizes repeated purchases
Facilitates cross-networking and brand exploration within the Catch ecosystem.
Fosters community engagement.
Impose time-limitations to encourage users to take quick action.
Implement guardrails to prevent fraud.
Enhance convenience in sharing credit
One-click access via reminder emails
Actionable push notifications.
Market Research Findings
I supported research process and we identified these findings:
1-
Users may not feel motivated to return to a specific brand where they've accumulated credit.
2-
Limited connections may restrict users' ability to share their credit with others who use Catch.
3-
Users are already sharing credit on external platforms like Facebook or Reddit, suggesting a desire for broader credit utilization.
4-
Sharing credits with others, even when nothing is given in return, appears to provide a sense of fulfillment and satisfaction to users.
5-
Users demonstrate active engagement with Catch during time-sensitive credit drops, indicating a notable response to such promotions.
Hypothesis
Enabling users to share credits within the community will increase credit utilization and repeat orders, leading to higher weekly and monthly active users.
**We anticipate that this feature may not significantly drive new cross-network orders, as users are more inclined to claim rewards from brands they already favor or have existing credits with. We will monitor cross-network orders as a learning metric to gauge the extent of brand discovery facilitated by credit pools.
Research Findings
1-
Users highly value a credit marketplace, with the majority already engaging in off-Catch credit trading initiatives.
2-
Users are willing to altruistically give away their credit to help others when they have no personal use or if their inner circle doesn't need them.
3-
Concept 1 poses a learning curve, with users confused about the logic of exchange and uninterested in the gamification aspect.
4-
Concept 2 was overwhelmingly preferred, with users understanding the limitations and rationale behind cutting the credit amount in half.
5-
Concept 3's simplicity resonated with users, though some confusion arose due to copy-related issues rather than functionality. Users understand the claiming process may have limitations.
Constraints and Things to Keep in Mind
#1
Converting credit into Flex, even at a reduced value, contradicts our commitment to driving repeated business for merchants and is financially unfeasible.
#2
Developing the one-to-one swap feature may present significant challenges for the engineering team, as it involves numerous intricate components.
#3
Must enhance promotion of donations across various platforms to ensure sustainability of the credit pool and minimize reliance on continuous funding.
#4
Limitations on the amount of credits users can claim from the pool and establish logic for credit expiration once claimed must be defined.
Proposed Design Direction
Taking into account user feedback and stakeholder constraints, we opted to continue developing Concept #3 expanding it to many surfaces across the product to solve the problem of credit utilization and facilitate (as much as possible) the donation of unwanted credit.
Final Designs
Design Rationale
The proposed design direction emphasizes the credit marketplace feature, enabling users to effortlessly claim and share their credits. This approach incentivizes purchases, broadens purchasing options through cross-networking, and simplifies credit sharing.
Prototype