US Plan It - Growth Levers
Drive top - line Portfolio growth by incenting trial and promoting repeat behavior. Uplift promo pricing for specific merchant to increase competitive differentiation and optimize profitability.
UX Design
Strategy
Scrum Team
Business Partners
Compliance
Problem
What are we trying to solve for?
Strategic Theme - Technical Constraints - User Needs
The designer’s job is to serve as the bridge for the business goals, technical constraints, and user needs. It is important to take a step back and see how the dots connect as a whole in order to design products that are all feasible, useful, and also meet business needs, in this case - Gold Rush. It is best to keep in mind that design is not a leaner process, and it may take lots of loops and turns until deployment… and the process repeats.
Ideations
Design Concepts
Inline Messaging
Buckets & Tabs with Inline Messaging
Engineering Capacity > User Testing
Before I sent the designs to the Rapid labs for user testing, I met with the tech team to ensure that the designs were feasible and did not overweigh engineering capacity. Through multiple meetings with the front - end and back - end engineering teams, we settled that the bucket and column format was the best option to ensure that the assets were built on time. Other options, such as the inline-promo design was sent to the backlog for future iterations.
User Testing
2 Design Directions were Brought to Testing
Our team collected the major two design options, to test in rapid labs. 5 user testing sessions were conducted to examine card members behavior to Plan Promo purchases with the tech limitation that card members will not be able to bundle promo and non-promo purchases together.
Design A - Promotion Column
- Plan It promotion purchases and regular purchases are indicated yes/ no on the promo column.
- Rows are disabled after selecting a purchase to ensure that promo purchases can only be bundled with promo purchases and regular purchases can only be bundled with regular purchases.
Design B - Promotion Bucket
- Plan It promotion purchases and regular purchases are separated into different buckets.
- Error message indicates that the promo and regular plan It purchases cannot be bundled together.
Some questions asked included:
1. Will card members understand the difference between the promotional qualifying purchase bucket and regular Plan It qualifying purchases bucket? If so, how?
2. Do card members understand that promotional purchases and regular Plan It purchases cannot be bundled together?
3. If the error messages appear, will card members understand the message and correct the selections?
User Testing
Less Steps Does Not Always Mean User Friendly
I combined the plan selection page with the review page in efforts to eliminate a step and decrease drop offs during the journey. However, the testing results showed that card members wanted an extra step for review and felt a sense of security during the review step before plan creation. As a product designer, it is important to stay on the user's side while balancing with business and product asks.
A. Select a Plan + Review Plan Terms
B. Combined Select a Plan + Review Plan Terms
Design to Production
I redlined the important specs for engineers for clarifications on column usage and CSS codes. However, sometimes what goes into production is not always the final design and there is still prototpyes needed for incremental improvements. In the case of the select a plan page, the new cards with the radial button will go in production in the next release due to engineering capactiy.
Outcome
4.9M
Revenue in Orig. Plan FFC
88% +
Lift compared to Q4
130%
Lift in Travel Category Plan
