Samsung Wallet
Reimagining the Perks Tab
Background
Samsung Wallet is a mobile wallet application that allows users add, store and manage various digital assets securely, such as payment cards, digital ID, digital keys, boarding pass, and more.
The Perks tab is a feature page in the Wallet app, where users can shop merchants for cash back and gift cards.
Goal
The goal of this project was to figure out how to increase footprint to the Perks tab and improve the overall cash back and gift card browsing and purchasing experience to increase overall MAU and revenue.
Impact
2X
Increase in Perks tab MAU
My Role
Product Designer - User research, User flow, Wireframing, Prototyping
Visual Designer - inapp banners, user education landing page, email design
10X
Increase in Gift Card Purchases
Team
[2] UX Designers
[2] PM/TPM
[2] Developers
[1] Operations Manager
[1] Marketing Manager
Timeline
Jan 2024 – July 2024
Tools
Sketch
The problem
Footprint to the Perks Tab is decreasing
Through data research, we discovered that users were not only unaware of the ‘Perks’ tab, but even when they navigated to it, they rarely engaged with any content on the page.
Pain Point 1: Discoverability
There are 2 ways to open the Wallet app, through app icon and swipe-up. All app open entry points land users on the ‘Quick Access’ tab, making the ‘Perks’ tab difficult for organic discovery.
Pain Point 2: Empty Content
When users arrive at the ‘Perks’ tab, they initially see only the banner above the fold, with little visible content. They must scroll down to find the actual merchant deals and offers.
Pain Point 3: Navigation
There were difficulties in navigating between merchants as the cash back deals are offered in a long endless scroll, with only 2.5 offers visible on-screen.
1.Research
2.Define
The Process
3.Ideate
4.Prototype
5.Next Steps
1.Research
Defining Research Goals
Identify user’s main approach/goal when landing in the ‘Perks’ tab
Swipe-Up
Define the user journey when shopping in the ‘Perks’ tab
Which elements of the current perks tab gets most interaction vs what doesn’t
Data Analysis
Next, our team requested and gathered data around what aspects of the Perks tab got the most impressions and clicks.
This validated our hypothesis that majority of users were not able to discover this tab because all app opens land on the Quick Access Tab, thus the higher number.
87%
13%
App icon
Even when users have landed on the Perks tab,
data showed that the clicks interacted was significantly below the entered user count, especially dropping below the fold.
We found that all of the content that we wanted our users to discover and interact with lived below the fold.
Insights:
Maximize above fold content - cash back and search bar takes up majority of space, no deals are visible above the fold
App icon open users (13%) are more likely to go browse Perks Tab - make app icon landing page the Perks Tab
Identify any existing apps that provide cash back services
Uncover reasons that may block a user from browsing or making a successful purchase
Data showed that majority of Wallet users entered the app through the Swipe-up gesture, as it provides a quick way to open Wallet and make a transaction - the main function of the app.
The other 13% entered Wallet app through the app icon were more likely to discover and navigate to the Perks tab, browsing for deals.
2.Define
Persona & User Journey
Based on research findings, we have given life to Robert, a key demographic of our main user group.
Problem statement:
Robert Thompson is a busy senior director who needs a simple way to earn and redeem cash back rewards because he wants to maximize savings on everyday purchases without spending excessive time.
How might we make it easier for users to find the deals they are looking for?
3.Ideate
Whiteboarding & Wireframing
Next, I took the highlighted components from the previous exercise to put together a wireframe with the combined components in paper, then digital referencing the common UX guide to keep consistent.
During this phase, I also held a meeting with stakeholders to hear their feedback on feasibility when it comes to operation and partner integration, and how this new UX would impact their line of work.
Pros
Sees many appealing deals
Finding a specific merchant is a lot easier than before
Seeing cash back and gift card makes it clear what this page is for
After having done the research, I met with my team to discuss and sketch initial concepts and ideas on a whiteboard to see how we can tackle the painpoints. Only spending 1 minutes per container, we came up with different ideas to the solutions, and highlighted components that we thought would work well.
User Flow
Since this was a redesign of an existing feature page, the information architecture stayed the same. Therefore, I listed out the user flow, where users will land when interacting with each component for when it gets handed off to our HQ UX team and ready for development handoff.
Usability Testing & Gathering Feedback
Our team then conducted a usability testing with 23 existing and new users within our team and extending to family and friends to see how they would respond to the newly designed Perks tab.
Cons
Overall text have negative messaging and dead end
Graphics of some merchants are too busy, making it seem like an ‘ad’
Cash back is not reflected right away, and users may want to see pending cash back amount
Implementing Feedback
Our team then conducted a usability testing with 23 existing and new users within our team and extending to family and friends to see how they would respond to the newly designed Perks tab.