Background
LazBeauty stands as Lazada's dedicated beauty corner, offering a multitude of products ranging from skincare, makeup, to fragrances. Exclusivity in LazBeauty doesn't stop at products. Members revel in benefits like early product access, enticing discounts, and complimentary shipping.
Before the end of 2023 (Q3 & Q4), the LazBeauty Product Team aimed to boost member orders share & buyer share by 10%. Also need to help local ops team to aimed the 7-days revisit rate increase 10%.
LazBeauty Membership Benefits Lack Appeal and Incentive
The current LazBeauty membership benefits such as member vouchers, special deals, exciting product launches, and monthly features are not effectively motivating users to make purchases.
As a User Experience Designer, my primary role was to validate the solutions brainstormed with the Product Team, ensuring a balance between user and business perspectives.
Challenges Faced:
Time restrictions prevented me from conducting concept tests or usability tests.
Why using Member Point Redemption as a solution?
We have already tried some of the method like creating a more welcoming and inviting atmosphere on product detail pages and emphasizing the benefits of membership, such as:
Welcoming inviting atmosphere
Creating a more welcoming inviting atmosphere on product detail pages
Emphasizing the benefits of membership
However, we have already tried some of these methods in the past without much success. This suggests that the issue is not with the promotion strategies themselves but rather with the member benefits, which are insufficiently attractive.
Many of these benefits can be accessed without making a purchase, and they do not significantly entice users to buy products. As a result, the membership program fails to provide compelling incentives that drive purchases, making it less appealing and engaging for potential members.
This feature allows users to earn points when they purchase beauty products on LazBeauty, and those points can be redeemed for products or vouchers.
✅ Pro
Enhances user engagement, establishes a unique market presence, and augments member loyalty.
❌ Con
While development consumes resources, the potential payoff justifies the investment.
Due to time limitations, in-depth user interviews and surveys weren’t possible, which would have been invaluable for deeper insights.
Confusion
Potential confusion regarding point accrual.
Differentiate
The need to differentiate between Lazada's existing voucher system and the new points system.
Statement Detailing
The need for a comprehensive point statement detailing earnings and expenditure.
After discussing with the Product Manager, UX Researcher, and Customer Side Team, we decided to use an assumption to save time. This assumption is reliable, especially because the UX Researcher has a lot of knowledge about user behavior.
The user journey map for Lazbeauty Membership users shows the steps that users take to achieve their goal of earning and redeeming Lazbeauty points. The map also identifies user questions, sentiment, and opportunities for improvement at each touchpoint.
Here is a simplified explanation of what a design scope is and how it can be used to guide the design of a user journey:
A design scope is a document that defines the scope of a design project that can ensure that they are focused on the most important aspects of the user journey.
followed by mockups for key pages including the landing, product detail, and redemption confirmation page.
The product teams suggested that we use a horizontal scroll for the Member Point Redemption feature, similar to the voucher method in Lazada. They provided data that shows that horizontal scrolls perform well.
But one important thing in here is they also acknowledged that claim voucher and redeem voucher are different products. Claim Vouchers can be collected without spending anything, while Redeem Voucher must spending some points.
Therefore, I don't think the data is directly comparable. Additionally, the product teams expressed concern that this feature already very common in China. I will take their feedback into consideration when making the final decisions about the design of the feature.
However, this comparison overlooks the fundamental difference between collecting a free voucher and redeeming one at a cost. Notwithstanding, this feedback along with the knowledge of the prevalence of this feature in China will be instrumental in the final design decision.
Mean while in a time-sensitive I decided to do an unmoderated concept test, and got a feedback that:
Users favored a vertical scroll, highlighting the ease of comparing voucher values
User avoid to many content and using horizontal scrolls like Chinese apps which Taobao or Tianmao.
