Segmented product offer
Year.
2023
Role.
Lead Product Designer
Tasks.
Research & Analysis
Design
Usability prototyping
UAT for go-live
The problem.
Currently we cannot sell both short and long shelf-life products at the same time. For instance, with 35% discount on milk in the supermarket, whilst there is also a fresh option available to customers. If we adopt a "segmented" approach, we believe we can enhance customer satisfaction in the UK by offering short and long shelf-life products simultaneously.
User interface proposal
Product listing page (PLP) rationale based on Jakob's Law:
The recommendation for the PLP is to keep it as lean as possible.
Based on common patterns, the call to action directs you to the PDP, instead of adding to cart.
Product details page (PDP)
On the PDP the customer can choose the preferred product segment (normal or promoted*).
*Promoted refers to short shelf life stock with an attached discount for this reason and not to marketing activity related promotions.
The Changes.
This new feature impacted product cards in search and listing pages as well as our product detail page (PDP). Below is a summary of the key changes which were made.
Product cards:
Introduced "from" pricing on product cards
Showed there were multiple product options to choose from
Changed the main call to action copy so users could understand they would be directed away from the current listing page
Detail pages (PDP)
Introduced a notice to indicate there was an option to choose from
Item stock selector (regular or promoted price)
Use by date to indicate short shelf life
Interaction prototype.
Feedback management.
During the bi-monthly product review, stakeholders expressed concerns about the segmented offers clarity on the lister page. Most specifically that the product doesn't look different to regular products. To manage expectations, I assured them that the new interaction pattern is common amongst eCommerce retailers, leading users to the detail page for item configuration before adding to the cart. Part of the go-live plan was to measure customer behavior and iterate based on data received.
Minor changes emerged from usability testing, including simple guides and prompts to assist users in using the new feature. Over time, we aim to remove these prompts as the feature becomes standard practice for implementing configurable products on the platform.
Business impact.
The feature went live in the UK market in February 2023. As at 14 March, the following results could be seen:
💰 Total saving of €5K
📈 An expected saving forecast of €50K - €60K for the remainder of 2023
🌱 Saved 1194 kegs from being scrapped
Next steps.
Expand the segmented product offer into all EU markets.