Pomelo is Southeast Asia’s leading omnichannel platform with a global mindset: on-trend, online, on-the-go. Shop 1,000s of styles & brands all in one place, online & in stores. UX/UI Design, Research,
Interaction Design, Prototyping 1 Sprints In 2021, Pomelo expanded from being an in-house fashion brand to include third-party local Thai and international brands like Nike, Converse, and Calvin Klein. However, while this attracted many new users, they remain inactive and haven’t made purchases. Pomelo is now investigating ways to improve new user conversion rates. The highlight of this project is to share how e-commerce platform increase their revenue in one area The product page is a crucial page in an e-commerce platform which is can be challenging when we want to introduce any new feature into it As a business owner running an e-commerce platform, the ultimate goal is always to try to scale up the business and meet customer needs. As a UX designer is to make sure to nail every element in turn to. This project will be focusing on adding a new element to the product page which is one of the most crucial pages in an online store, how might we include the voucher in the most effective way so that supports users to make a decision to purchase the product? *Disclaimer for a data geek Before we jump into different ways that can effectively use offers to increase customer loyalty and acquisition, let’s first look at some of the pros and cons: Reference 19 Ways to Use Offers, Coupons, Discounts, and Deals to Generate More Sales I went through the benchmarking to see more of what competitors do, and how they show the voucher on any pages, one thing to keep in mind for a UX designer every time we do the benchmarking, as I mentioned in a company overview, Pomelo used to be a fashion platform it’s transforming to the Fashion marketplace, so the perception of the users with Pomelo is still a Fashion brand, especially with a million of existing users, we don’t want to confuse the user so the researches are going to divide to 2 categories and the insight in each category as follows: From the research, it might help users make a decision to buy the product quicker, but on the business side offering voucher can affect other aspects e.g decreased margins and profitability, decreased conversions outside of sale periods if you train visitors to wait for offers. To make sure we are aware of the risk, the proposed solution is to roll out this feature only for the new user and measure the success then we will see if that can move forward to all users in the next milestone. Gained 441% order conversion uplift upon launch and 260% The feature has been available to both new and existing users as of October 2024. However, the risk of adding new elements to the product page remains, so A/B testing is occasionally conducted when adding new features to assess whether developing is worthwhile.Maximize CVR in e-Commerce App
Designing vouchers to maximize conversion rate in the product page.
MY ROLE
ENGAGEMENT
CLIENT
Background
Overview
Challenge
Problem Statement
The product Page is the most visited page on the Pomelo app, the data shows ~70% of sessions, but Order Conversion overall is only 0.523%, it’s the lowest amongst other flows where the user lands on the App feed at 2.03% or Product List page (0.754%) first.
Preliminary Research
The pros and cons of online store offers
Pros:
Cons:
Competitors Analysis
Fashion brands (International and Asian):
Marketplace (International and Asian)
Key Finding
Information Architecture – Product Page Analysis
Ideate and Sketch
User Flow
Design Explorations
The Result
YoY voucher usage per session uplift, as well as lowered discount costs by 45%.
Summarize
