Rapid Prototyping to Establish B2C
In-Context Usability
Summary
Mission
Design a new digital coupon based on customer surveys that revealed that most people struggle with understanding coupon details and how to use them in the store.
My Role
I led the development team in designing a HTML based, mobile friendly digital coupon.
I redesigned the coupon system to respond to customer feedback, address the Sales’ team requirements, and design, prototype, and test a new, scalable digital coupon format that directly address in-context use and recognized customer behaviors.
Starting with empirical evidence — Mapping the checkout journey
By mapping the checkout process during the project definition and discovery phases, obstacles and opportunities were identified.
Stakeholder mapping
During the discover phase we identified obstacles and opportunities.
Participatory design exercises
The content hierarchy exercise was designed to provide insight into element hierarchy.
HTML prototyping
It’s all about the UX. The coupons must be easy to scroll, read, and use as most shoppers will also be managing some form of shopping basket.
In-store testing
During the prototyping phase, in–store testing was conducted to determine which design allowed for easier user comprehension.
Digital learnings applied to print
Learnings from the participatory exercises were applied to the printed coupons.
Outcome
Results
Rapid prototyping allowed us to gain early feedback and insights thus avoiding the risk of deploying a format that users would not like.