Vamsi Gadey
PRODUCT + DESIGN
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Bringing Clarity & Transparency To Deal Page Content

TEAM 

  • PM (Me)

  • Designer

  • User Researcher

  • Content Strategy

  • Editorial

  • Legal

  • Vertical GMs and PMs

MY ROLE

  • Framing product mission, vision and strategy

  • Socializing and measuring success metrics

  • Designing and iterating

  • Planning experiments for validation

DEAL SHOPPING JOURNEY

Groupon Deal Page’s mission is to help Groupon customers make an informed purchase decision by providing them information about the deal and merchant in a clear and transparent manner.

A customer could come to the deal page while browsing deals (low-intent customers), from search results (high-intent customers) or directly from search engine results (SEO signed out customers). They have discovered a deal that piques their interest, and want to learn more it. Deal Page’s goal is to help them do quick and extensive evaluations whether this deal is worthwhile for them.

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DEAL CREATION PROCESS

Content is the bedrock of deal page - it helps shoppers understand our deals and evaluate the merchants. This is how deals get created on Groupon:

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PROBLEM

We have heard in research over and over again that users struggle to understand our deals, evaluate merchants and access the details they need on deal page. We identified the following content related problems that negatively impact users’ purchase decisions:  

  • Missing critical information

  • Lack of clarity on how vouchers work

  • Lack of a shared structure across deals

  • Information hierarchy doesn’t match users’ mental model

  • Unnecessary content clutters the page

I struggle to understand this deal
The fine print gets you. I bought this Groupon with a plan to do X but it turns out with the restrictions I can’t. That’s really frustrating.
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SOLUTION

We redesigned both the contributor and consumer flows making it:

  • easier for contributors to give helpful feedback with new forms of feedback such as dimensions, badges and photos

  • easier for consumers to access all reviews and derive insights from them

  • structure the content on the deal page that helps users through this journey

  • killing or replacing Fine Print with something else

CONSUMER EXPERIENCE

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CONTRIBUTOR EXPERIENCE

 
 

DESIGN PROCESS

We started giving more definition for the ideas generated at the UGC offsite. Products and services with enough reviews invariably show increased interest and engagement from users. Many products and services have thousands of reviews but an average user doesn’t read more than 15–20 reviews before forming an opinion about it.

IDEATION

For consumers, the main questions we were focused on were:

  • How can we get users to trust Groupon’s reviews, not leaving to find reviews on Yelp, Google, TripAdvisor or Amazon?

  • What can we do to make sure users aware of the most helpful tips such as availability of appointments, cash only, parking situation etc.

  • Can we summarize and use reviews in a better way? What can we do to make it easy for users to quickly extract out information they need among all UGC content?

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For contributors, the main questions we were focused on were:

  • For users who initiate writing a review, what can we do to motivate them to write more thoughtful reviews?

  • Knowing that not everyone is in for writing detailed reviews, what can we do to still collect helpful information from them?

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ITERATION

After we narrowed down our ideas, we iterated through the ideas, gradually adding more detail to them. Here is one idea where contributor and consumer experiences were tied, and we needed to balance them out. We wanted to finalize a design based on how easy and helpful it is for consumers on the deal page, while making sure we are able to capture that feedback from contributors directly:

USER VALIDATION

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LEARNINGS & NEXT STEPS

  • Trust: Trust is the foundation for any UGC platform. Without trust, consumers won’t engage with any content included in Groupon’s UGC.

  • Drive Faster Purchase Decisions: As much as users value ratings and reviews, they are another thing consumers have to pay attention to while shopping on Groupon. The ultimate goal for consumers is simply to feel confident about their decisions. The more we can reduce their cognitive load and extract key insights, the faster and easier it will be for them to make a purchase decision.

  • Invest in building a community: Many consumers just see Groupon as a place to get discounted services or product. The interactions are very transactional. There is little relationship among consumers or between consumers and businesses.