Designing a voucher website for a top 3 worldwide company
The client belongs to the top 3 of meal and gift voucher companies in the world. They recently acquired several competitors in multiple countries and asked us to unify the existing websites.
The website serves 3 different targets: the employee using the vouchers, the company paying for the service and the merchant selling the service.
How can we create the best experience to fulfill the needs of our 3 personas, the company buying vouchers, the employee using them and the merchant who need to accept them as a payment mean? This experience will be used for multiples regions and countries with different legal rules and cultures.
"On the previous websites, users were never interviewed. In order to understand their needs, we organized batches of user interviews every 3 weeks. it made us aware of their pains and struggles. We defined users profiles and the corresponding journey. Finally, we tested the flow, the information architecture, lisibility, and with the results refined the prototype each time. I conduced around 45 user tests."
Reading a long text about legislation isn't very exciting. Explaining the main points at the right time is helpful. It reassures customers when they need to spend a big amount of money.
Most of the customers like to benchmark multiple websites before choosing the right one at the right price. Being able to access a quote with a few steps is very important when people are looking at competitors.
While most of the people will buy vouchers while they are at their desk at work. Most company directors want to buy it on the fly, on the metro on their mobile phone or at home on their tablet.
There are mainly 3 things an end user wants, it's finding where to use his card, how much is there in its balance and how to reorder a card when lost. Only two screens are very important, the store locator and the card management page.
Following our customer interviews, we synthesized our findings and were able to create a customer journey, define multiple profiles which were presented and discussed with the client. This analysis created a great foundation to move into feature ideation and prioritization.
Users are happy with the new solution and give it an average rating of 7.6. (maximum average reference is 7.8)
People stay on the website more than 230% longer on average and go more often to the end of the purchasing tunnel. (Tested on one country only at the moment)