In-feed personalization
Designed the end-to-end user experience for the new feature in-feed personalization on mobile.
😎 Solo product designer
🎨 July 2018
Problems overview
Lack of user data hinders new users from getting a personalized experience.
58% Groupon users are new users, including first-time user (34%) & reactivated users (24%).
Project goal
By collecting users’ data in a subtle way, we’ll ensure Groupon’s new users can have a personalized experience from the first day.
Collect data on 3 top categories, including Things to do, Food & drink, and Beauty & spa.
Metrics
Time to first purchase
Number of deals views in a week
Number of repeat visits in a week
Insights from previous research
Worked with researcher on previous research materials, with the goal to gather relevant insights to further understand user pain points.
Finding & insight 1
Users don’t understand why some deals were shown in their feed.
Finding & insight 2
Horizontal scrolling was intuitive for most users to collect users’ preferences.
Finding & insight 3
Let users know data collection is not time consuming to avoid users bailing out of the flow.
Finding & insight 4
Users wanted a way to confirm their preferences selections.
Go broad before go narrow
2 concept options for user testing
Option A
In-feed expansion collection
☀️ Most subtle option without the need to click on CTA
☀️ 2 ways to initiate data collection process
🌧 Repetitive value prop on every pages
🌧 What if users are not interested in the options on home feed?
Option B
Contextualized collection
☀️ Contextualized way to collect user preferences
☀️ Less time consuming to only focus on 1 category
🌧 More time/steps for Groupon to collect their info each time
User testing findings
Finding 1
Users liked the thank you ard and thought it was a necessary message.
“Acknowledging what you’ve done so now your deals will be more relevant. I like that it tells how to update.”
Finding 2
Users are not sure if the personalization widget should be the third one.
“It’s in the middle of the page I feel like it should be at the top.”
Finding 3
User don’t want us to make assumption or pre-select for them.
“It’s telling me I want to see pizza deals but maybe I don’t.”
Next steps
Groupon design team will keep iterating these 2 design options, and plans to release before March 2018.