UX Case Study: Redesigning OYO Wizard Plan for better AOV | DevsDay.ru

IT-блоги UX Case Study: Redesigning OYO Wizard Plan for better AOV

UX Planet 7 августа 2022 г. Bhawana singore


An attempt to increase average order value and conversion for OYO Wizard Plan in 48 hours of UXM Designathon.

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Overview

A UX Hackathon organized by ux.anudeep where we have to solve the problem statement in 48 hours and come up with a solution while going through each process. The nature of the project was evaluative, which basically means presenting your final judgment on an idea or issue, whether it be positive or negative, right or wrong, moral or immoral, supported by research or valid reasons.

Meet My Team:

Team mates

After breaking the ice with my teammates, we chose the following problem statement.

Problem Statement:

Evaluate the loyalty program (OYO wizard) flow of OYO, from the Home screen, Wizard plans to the checkout page and redesign the experience while identifying opportunities to make usability better for unmarried people under the age of 30 which will lead to an Increase Average order value and increase conversion.

Reasons to pick the problem

  • The business metric provided to work on was new to us and seemed challenging, thought-provoking, and required us to understand the business model, therefore we came to the conclusion that we should work on this statement.
  • We were unaware of the Oyo wizard feature, so it was intriguing to work on.
  • As a team, we realized that we have different skill sets and felt that we would all be able to cater to this problem statement in a very strategic and collaborative manner. We had different takes on various aspects which made it more interesting.

Plan of action

Making a plan before approaching the problem was really crucial, so quickly we came up with our key strengths and weakness. Finally, we came up with a plan of action with time to complete the action alongside who will complete which action.

Plan of action
Plan of Action

We went through the following processes -

  • Study of User flow & Heuristic Evaluation
  • Hypothesis & Assumptions
  • Desk Research
  • Competitor Analysis
  • Primary Research
  • Research Analysis — Journey Mapping
  • Ideation & Brainstorming
  • Wireframing
  • UI & Prototypes
  • Usability Testing
  • Revised UI & Prototype
My Roles and Responsibilities: UX research, UX design, Usability testing.

Study of User Flow

We started off with studying and identifying the different flows for finding the wizard plan in the app. Following are the three flows we were able ro identified.

Flow 1- Homepage → Click on All new wizard banner→ Choose Wizard plan→ Payment

Flow-1

Flow 2-Homepage → Click on hamburger menu→ Click on Become an Oyo Wizard Member→ Choose Wizard plan→ Payment

Flow-2

Flow 3-Homepage → Click on any Wizard hotel from recommendations→ Scroll to payment details→ Click on Add Wizard Membership to save extra banner → Choose Wizard plan→ Payment

flow-3
Flow-3

We decided to work with flow 1 and improvised on it as it was on the home page of the app which is by default the first screen when we open the app hence seeing it on the first screen is useful to increase aov.

My contribution

I have contributed throughout the process but there some specify places where I have putten more energy and time. I contributed the most around self heuristic evaluations, hypothesis and assumptions, desk research and competitive analysis,taking interviews and framing questions, figuring out the insights, ideatation, usability testing and iterations .I was always the part of discussion and gave my value thoughts through out the journey, I also tried to bring everyone on the same page. I also updated the plan of action regularly.

Self Heuristic Evaluation

According to Jakob Nielsen, there are 10 principles to be followed for interaction design. Hence managed to identify the problems through those principles, along with it we also did Intuition based evaluation, which we felt was a pain point.

She
Screen-1 Home Page
she
Screen-2 Wizard Plan
she
Screen-3 Payment

My Contribution

Here, I managed to identify a few of the pain points from the heuristics, and intuition based problems. It was in the middle of night we were doing this activity, I wannted to sleep but the activity was so fascinating then I finished it then took nap for 2 hours.

Hypothesis & Assumptions

After figuring out the pain points we figured out the following hypothesis for each screen in the flow:

Home Page:

  1. Our hypothesis is that we should increase the visibility of the wizard plan on the homepage assuming the banner with the first CTA goes unnoticed by the users.
  2. Our Hypothesis is that we should clearly differentiate between the “referral banner ” and “wizard banner” assuming that the free stay benefit highlighted by both banners might confuse the users.
  3. Our hypothesis is that we should give the user subtle prompts highlighting the advantages of using Wizard throughout their journey of making a booking assuming that lack of comparison of prices and facilities for members and non-members is hindering users from buying wizard plans

OYO Wizard Plan:

  1. Our hypothesis is that we should introduce a more profound and engaging variable reward system to earn rewards points for activities like posting reviews to increase engagement assuming that existing users don't have the motivation to promote the plan and that nonusers trust existing user reviews.
  2. Our hypothesis is that we should make the plan information more scannable and clearer to navigate assuming that users are unable to easily compare the three plans, thereby hindering their decision-making.
  3. Our hypothesis is that we should make the plan information more relatable by reducing the jargon assuming that users are not able to understand the plans properly.
  4. Our hypothesis is that we should introduce a back button on the top left and remove the cross button on the top right assuming that users' proximity between the info button and the cross button is making it cluttered and confusing.
  5. Our Hypothesis is that the ticks on the wizard plan are confusing. The blue- ticks seem as if they are selected in default states and sliver- ticks appear as if they are not selected and we are yet to find more information for solving this.

Payment Details:

  1. Our hypothesis is that we should reduce the confusion for offers assuming that users are confused which increases the drop the rate of the users

Secondary Research

To justify our hypothesis we did desk research and competitive analysis. Following are the important insights we found on the internet:

1. Statistical Insight:
According to TechJury, 75% of customers will choose a company if it offers a reward program. If a business shows appreciation to its customers, they are more happy and willing to stay. Source
Validted hypothesis:
Our hypothesis is that we should introduce a more profound and engaging variable reward system to earn rewards points for activities like posting reviews to increase engagement assuming that existing users dont have the motivation to promote the plan and that non users trust existing user reviews .
2. Statistical Insight:
Recent studies are showing that 82% of Gen Z skip or ignore ads completely. This means that passive ads are going to become less and less effective as time goes on. Source
Validted hypothesis:
Our hypothesis is that we should give the user subtle prompts highlighting the advantages of using Wizard throughout their journey of making a booking assuming that lack of comparison of prices and facilities for members and non members is hindering users from buying wizard plans
3. Insight:
A type of social proof that works over and over again is testimonials. Whether it’s in video or written form, they’ve helped increase the conversion rate of clients’ landing pages in every case.Source
Validted hypothesis:
Our hypothesis is that we should introduce a more profound and engaging variable reward system to earn rewards points for activities like posting reviews to increase engagement assuming that existing users dont have the motivation to promote the plan and that non users trust existing user reviews .
4. Behavioural Insight:
Hotel chain OYO announced the launch of OYO Wizard, a new membership programme designed to recognise and reward frequent customers.Source.

Competitive Analysis

Competitive Analysis — MMT
Competitive Analysis — MMT
Competitive Analysis- Goibibo

Open FigJam here for details.

Important insights gathered-

  1. MMT has divided the benefits of the loyalty program into several categories which makes it easy for users to scan the benefits.
  2. MMT has a “where to go” section which provides social proofing and motivates users to travel. Stories also have stats showing how many people have seen it.
  3. In Goibibo, the comparison of the two plans is very much clear and it is added in the last section.
  4. GoIbibo’s loyalty program is called goTribe, they level you up based on the amount you spend. This motivates users to travel more. (thereby indirectly increasing conversion)Like MMT, they’ve also shown experiences using social proofing.

My Contribution

I did the competitive analysis, I manged to figure out that mmt and goibibo were two direct comepetior and did social proofing to retain users.

Primary Research

Then comes an important part to understand the problem from the user's point of view, here firstly we prepared a screener from which helped us to select the right users for the target group which was people under 30 and unmarried. Here is a link to the screener Form and responses. Due to time restrictions,we shared this link among our friend circle, for gathering unbiased insights we made sure that the person who is taking the interview is not known.

Before jumping into the interview we prepared ourselves with a few questions and tasks.

The task for the user:
Book a hotel in Mumbai at any date and with any number of guests, Explore the wizard plan and purchase a relevant one.

Points to observe:

  • Observe his behavior while interacting with oyo wizard section on the homepage, navigation tab
  • Observe his behavior, and actions while he is on wizard plans
  • Observe his action of selecting the plan on the wizard plans page

Following is the questionnaire which was used by every member to conduct the interviews.

👉 Ice-breaking questions

  • Age
  • Occupation
  • Demographic

👉 Probing & Exploratory questions for users during testing:

  • When was the last time you booked a hotel? What was it for? Ask about the journey
  • If you want to book a hotel online, what are your key decision factors?
  • What hotel booking apps do you generally use?
  • How did you feel after booking the hotel? after applying the offer?
  • If you’re a frequent traveler will you opt for a wizard?

We ended up selecting 5 users and asked them to join the zoom meeting. and asked them to share their screen. Following are the five users:

Primary Research

Here is the link to FigJam for details of primary research.

After the insights were gathered we were able to identify the four kinds of user sets.

User Set

Here are the top insights we gathered:

👉🏻 Reviews, Rating, and cost was decision-making factor for user to book a hotel

👉🏻 Users were confused about what benefits the wizard plan has to offer

👉🏻 Users were having difficulty getting on to the wizard plan

👉🏻 Based on primary research we got multiple versions of UI.

My contribution

I played an important part here, I took Abhiraj’s interview. While everyone busy with other task I and omi maintained a documentation of all the process and things we did in notion file. Check here.

Research Analysis

Once we had enough insights from primary and secondary research, we went ahead and mapped the relevant insights with our hypotheses for each screen to get a clearer understanding of points that were validated/invalidated. This helped in understanding correlations between our assumptions and real user insights.

We went ahead and categorized and color-coded all our insights into the following:

  1. Insights from heuristics
  2. Insights from intuition
  3. Insights from primary and secondary research that validated the hypothesis
  4. Insights that proved the hypothesis otherwise
  5. Additional insights not validating/invalidating hypothesis
Validation
Homepage
validation\
Wizard plan
Validation
Validation

Check for details in the FigJam.

Ideation & Brainstorming

After being thorough with the research and understanding the problem we moved on to the ideation wearing our crazy idea hats. Firstly we made “How Might We” questions for each pain point identified for each screen and then afterward using the crazy 8 technique we found solutions for each HMW.

Due to time restrictions, we selected a few of the HMW

  1. User’s Pain point: The user could not find an Oyo wizard

HMW increases the visibility of the OYO wizard on the home page.

ideas:

  • We can show the real-life equivalence of the amount of money saved by using Wizard in the wizard banner that’s on the homepage to make it more prominent and relatable.
  • we can show wizard savings in the recommended OYOs which have Wizard as well.
  • We can increase the size of CTA in the wizard banner and use better taglines which will help in better conversions.

2. User’s Pain Point: Users did not find the company recommendations trustworthy enough to make a decision

HMW increases the credibility of Wizard and builds trust among users.

ideas:

  • We can add a section with testimonials specifically by Wizard members sharing their experiences. We can also offer wizard members some rewards to upload these reviews so that they are motivated.
  • We can give the user a better option every time, like if he purchased blue show the benefit of silver and the difference in MMT. so that he is alluded to by the immediate next better deal instead of recommending just Gold(which is the highest)
  • We can add a section where wizard members can upload stories with tags telling about the benefits they availed of using the wizard. We can also offer wizard members some rewards to upload these stories so that they are motivated.

3. User’s Pain Point: Users were confused about certain benefits offered and wanted to know more before making a decision

HMW we communicate the benefits of Wizard membership in a clearer way?

Ideas:

  • We can reduce the jargon terms used and show the benefits in a more relatable manner
  • We can reduce the amount of text shown in the plans and add icons and categorize them clearly
  • We can make separate sections for the three plans to help users compare the plans more easily.
  • We can show them the number of steps they are away from purchasing the wizard plan.
  • We can Show them how much money they will save in 3 bookings, E:g if 10rs profit is happening in 1 booking show them they can make 30rs profit in 3 bookings.

Top ideas we went ahead with:

💁‍♂️ Top idea 1: Wizards on the menu: Changing the position of the existing position of the wizard card on the homepage to the same as the icon on the hamburger.

Reasons- Primary Research:

  1. The user has to scroll down a bit to find the wizard card
  2. The user missed the wizard card on the homepage.
  3. The user discovered the wizard from the hamburger

💁‍♂️ Top idea 2: Introducing stories: Adding stories when clicking on the cities mentioned on the homepage and differentiating by adding a wizard icon on stories for wizard members. There will be two types of stories first is normal and the second one will have a template of the benefits that wizard plans have. The user can use the template share that by which offer or benefit they saved amount. Eg. Hey guys! by using this I saved up 30% on my trip.

Reasons: This will create FOMO among the user set that we have defined (under 30) which will make them buy it. Our users are attracted to coupons(Findings from Primary research).A new way of interaction for the people and increased interaction in the app.

Primary Research

  1. Users read reviews before confirming the booking of the hotel

2. Fewer reviews on OYO as compared to make my trip → therefore this will help the user get to know more about the hotel and make the decision quickly.

💁‍♂️Top idea 3: Adding Detailed Experience: Asking users to write detailed experiences and feedback of the experience or stay they had in wizard hotel. It can be shown on the homepage as well as on the wizard hotel detail page instead of the reviews and rating section or below that.

Reasons- A community where people can share their experiences( ideated on this).

Primary Research:

  1. Users read reviews before confirming the booking of the hotel
  2. Fewer reviews on OYO as compared to make my trip → therefore this will help the user get to know more about the hotel and make the decision quickly.

Competitor analysis:

  1. Stories and feedback are there to make my trip

💁‍♂️Top idea 4: Rewards: Adding stories will have some rewards which will have two formats Normal stories and Template stories. They will get more rewards as compared to normal stories as this attracts users to buy wizard plans as the reward is more in it. Adding detailed experience will have rewards

Reasons: The rewards will attract users and encourage these activities hence ensuring that this feature will be used by the users.

Primary research:

  1. Users are attracted to offers and interested in knowing what the plan is offering so, therefore, presenting them in a prompting way ensures that they might buy it.

Secondary research:

  1. Making the paid program extremely beneficial to both guests and hotels,” mentioned the company’s press statement.

Finally selecting the ideas we went ahead and made wireframes

Wireframing

The most important part of the process, everyone started wireframing with ideas we came up with during HMW. During this process, we kept on iterating on the wireframe.

I made the wireframe where I put the icon of wizard on humburger on the home page. After listening to everyone’s ideas and wireframes, I manged to improvise on the ideas and summrise them. Having time restrictions we were not able to make high fidelity wireframes which I think was a backdraw.
Wireframes

UI & Prototypes

Using Figma components we managed to create UIs of the wireframe and ideas that were finalized by keeping a user-centric approach. We also came to cross different existing UI during the primary research which helped us in inspiration for the wizard flow plan.

Different UIs

How our flow looks like-

1st iteration
1st Iteration for the proposed solution

Have look at our prototype here.

Reasons behind the UI

Reasons
Reasons
Reasons
Reasons

My Contribution

I tried communicate my ideas to other team mates as we had better person who knew UI , I did some prototyping and corrected if someone made mistake in figma or forgotten something.

Usability Testing

As time was running fast we had to do this process as it is a crucial step where we get to know if our solution is actually working or not. Hence we managed to connect with 3 users. Before conducting the usability testing, we prepared for it which is as follows:

Tasks:

  1. Explore the wizard plan in the Oyo app.
  2. Purchase a wizard plan.
  3. Ask to explore the story.

Goals:

  1. Is the user curious to click on the stories?
  2. Are the stories attracting the user or if they are willing to go there and explore more?
  3. Save your pocket- what they understand by it and explore or want to buy it ( it is making them plan by or go to the wizard plan)?
  4. Are they willing to click on become a wizard member
    is it building trust for the hotel by reading it and about wizard membership?

Observation:

  1. If the user is able to figure out the benefits?
  2. What goes in the mind of the user while reading or finding a wizard?
  3. Are they able to find it?
  4. Are they willing to buy?

Following are insights gathered:

Insights

Top insights were-

  1. The user couldn’t able to identify the difference between the stories and other locations
  2. The user was not able to notice the banner.
  3. The user stories felt artificial and it was sponsored by the Oyo apps.
  4. The user would want the real experience to make up his mind to confirm the booking.
  5. The user was not able to differentiate between the plans and got confused.

My Contribution

I was able identify the insights from usability testing and tell the other teammates so that they can implement the changes. As the clock was ticking I helped in making the script and shooting the video.I also finished the notion document with omi which helped us keep in track.

Before jumping into the final UI, we did iterations based on the insights and intuitions:

iterations
Iterations
iterations
Iterations

Revised UI & Prototype

After usability testing, we found major insights and changed the UI accordingly.

final changes
Final Changes
Final changes
Final changes

See the Final Prototype here 💪

Here’s the link for Figma File (Initial Iteration).

Here’s the link for Figma File (Final Iteration).

Here’s the link for Figjam File.

Conclusion

What went right-

  1. Competitor research went right as it gave a lot of ideas about the industry, and how competitors of OYO are running their loyalty programs.
  2. Heuristics evaluation went right as we found out a lot of usability issues, which were hindering the user experience.
  3. Primary Research- we were able to get a lot of behavior data and how people react to loyalty programs.
  4. Usability testing- we got a lot of insights into how users reacted to change, by doing the think-a-loud activity.

What would have been done better-

  1. Ideation and wireframing- we think it would have been better, as we are used to ideating for exploratory research.
  2. We would have followed the Plan of action better.
  3. We would have a systematic discussion round.

Future and scope-

  1. Add your story with a template and get a reward.
  2. We work on story flow and how a person can earn
  3. Wizard membership comparing on the wizard hotels details page to make the conversation clear.
  4. When we are searching for hotels in a specific location add stories there.

Finally, this story came to an end in two extremely sleepless nights, I got to learn and un-learn a lot. We had a lot of opinion clashes but also took into consideration each other's points of view.

Keeping the fun aside I learned:

  1. Working in a team, how to assign work and be productive.
  2. Usage and importance of components in Figma.
  3. Importance of organizing your thoughts and ideas
  4. Importance of wireframe, I think if we make more clear wireframes our UI would be much better and would have completed that part much faster.
  5. Have at least 4–5 hours of sleep, because quality matters, not quantity.
  6. Importance of secondary research.

Thank you for reading, see you in the next one till then remain StudentsForLife🤟. I will love to know all the feedback, let's connect on LinkedIn.


UX Case Study: Redesigning OYO Wizard Plan for better AOV was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.

Источник: UX Planet

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