Groupon is a global e-commerce marketplace that connects you and other subscribers to merchants near you. These merchants may offer activities, travel, goods, services, and more. They're active in over 28 countries. [source: groupon.com]
To me, Groupon didn't stand out too much from other e-commerce apps that I've used, but I've definitely spent the most money on Groupon and found the most items relevant to me. This comes after I take some free time to sit down and actually scroll through Groupon, though, so I wanted to optimize my efficiency. I also wanted to tweak some of their designs according to their audience and what they want to portray about their brand.
These are wireframes showing potential navigation and action directions for Groupon.
The first step of designing to optimize a user's experience is research the company and researching the audience.
Here are some questions I wanted to address:
1. What is the brand's personality? (A shopping assistant) 2. Who are their competitors and how do we differ? 3. What are some successes in their history? 4. What problems do they solve for their customers? (Save money) 5. What are their needs and behaviors? 6. What are their personality types? 7. Are they more likely to be on a phone or computer or reading print? (The mobile app has surged Groupon's sales since 2013.)
Doing this project has helped me answer some questions before going into Photoshop, but it also helped along the way as well. With each screen I create, I learned more that I could add to the bubble.
When I start my Groupon app, it goes straight to the featured Groupons. I wanted sort of a "landing page" where it welcomes you and prompts you to search what you went onto Groupon for (if anything, otherwise, head to navigation!)
I think it'd be good to show more of a profile rather than showing me my initials and email. The email is more of a logistical thing that should be in perhaps a new section called "My account".
In the original navigation, I didn't think it was necessary to have "Payment methods", "Change password", "About Groupon" (this one is debatable) in navigation. I want to move these to "Settings" and move "Background location" to "My account".
I think the most important things to optimize experience are "Featured", "Categories", and "Wishlist". You are able to see what's trending, change what you want to see and curate to yourself (they call it "Personalization"), and have a saved list for future purchases!
The sign out seems out of place, so I moved it in line with the navigation, and it prompts a goodbye! (see last animation at bottom of this post)
I have not yet decided what to do with "My subscriptions"
I think it would be great if we went into my Groupons and saw our near-expiration coupon(s) right at the top! I do like Groupon's previous design of having 4 sections, but doesn't "Available" already include expiring, nearby, and all? "All" also includes all other 3 tabs as well. I think it would be interesting if, in the new look, we went more advance and showed a user's Groupons according to [how nearby they are] after showing what is expiring. Or perhaps some other sort of order? This one needs more thinking.
Here's an animation of what your journey might look like starting from the "My Groupons" to "Yoga4U - Expires tomorrow!" to "Details: Yoga4U" back to the navigation. You can click the back arrow from the details page to go back to your Groupons, and then the hamburger button to see your navigation.
[Notice the forward page-flow between the Yoga4U listing in My Groupons and the details screen, then also the flow of clicking the back button to go backwards to your Groupons list]
What are the most important details of a listing? -- The focus of the listing (name, summary) and the price. In a separate tab behind the summary, you can see reviews - of course you wouldn't want to buy a 1 star listing! Reviews contribute to our decisions. So do costs. So in one screen, you get to see all three of these and there is still a prominent "BUY!" button!
If it doesn't interest you at the moment, but you want to save it, there is a Floating Action Button for you to save it to your wishlist (Groupon originally doesn't have a wishlist!).
We are visual people - so I thought it might be better to add photos of what you like. Also, it doesn't seem like Groupon uses any data to curate the "personalization" deals to me. It just sort of seems like a random handful of things to like. "New car smell"? Really?
If there isn't something I like on this list, users should be able to search (top right)! This search leads to the following:
If I like sports and wine, I can check those. If want to change my mind and not see anything sports related, I can uncheck it. I don't see something I want on this list, so I want to be able to search it. When I search something, I want to be able to add filters on how much it costs, when it expires (maybe I'm a procrastinator and need lots of time!), the location (maybe I don't want to drive too far!) rather than just searching topics.
Like I said, Groupon doesn't have a wishlist. There was a certain coupon I kept looking at once, but I had to keep searching it back up rather than going to a saved list. What if this happens to me for multiple Groupons? I want to see it consolidated, so I created this page!
That's all I have for today, guys. It's time to sign out.