Digital Gift Cards

Carrefour wanted to mix the offline and online shopping experience to create customer excitement, Digital gift card allowed customers to buy and send Gift Cards of various denomination to their loved ones from Carrefour’s online channels, parallel goal for this project was also to integrate gift cards with Wallet ecosystem to make the checkout process quick and easy.

Carrefour was only selling physical gift cards; losing potential revenue from boom in the online commerce also due to COVID-19. Process for offering and fulfilling physical gift cards was inefficient and labor-intensive.

Primary and secondary customer research were conducted to better understand this problem space

Knowing that gift cards are an extremely potent tool, it is worthwhile to simplify the gift cards’ path-to-purchase and redemption process. We wanted improve on the conversion by 130% with a 15% increase in Click-Through Rates.

Turn online gift cards Into streamlined, significant revenue driver
Knowing that gift cards are an extremely potent tool, it is worthwhile to simplify the gift cards’ path-to-purchase and redemption process.

I took a narrative design approach to ground the team in the member journey, leading them to create design concepts for core screens and develop innovative solutions to our key customer pain points

METHOD

In-depth Interviews (IDIs)
We conducted 21 In Depth Interviews

DURATION

1-2 hours / each
(a total of 21 hours spent in FW)

TOOLs

Conducted via MS Teams, WhatsApp, & F2F in-store (UAE)

PARTICIPANTS

People who looks for an buy gifts and gift cards online (parents, grand parents, students, professionals, Customer service, Product Managers, Product Owners )

We created a screener to target our users, and of them selected a group of users to conduct further interviews.
eight questions were asked during each interview, participants varied in demographics such as age, gender, nationality, expat vs local status, and digital literacy.
This phase was the longest, we collected many data from our business and user research that was enough to move to the next phase.

Together we determined the design requirements to help us achieve the business goals, i aligned the stakehodlers to share notes and learnings to come to a shared understanding of what was learned.

This helped us to gain an accurate understanding of our users, details around the jobs to be done, and validation of our assumptions.

I led the group to map the customer journey to understand how user needs shift as customers mature, and to align on the overall flow of the experience.

Based on our initial research, we identified key issues with the current experience for further exploration, refinement and validation

The NOW proposition is not understood as a concept

It was assumed during the discover phase that awareness of the NOW proposition among customers was low

Users are confused by the automatic splitting of shipments

Currently, the user’s cart is automatically split into separate shipments when moving from cart to checkout. There is no explanation to users why this happens.

Users do not understand why NOW items automatically get added as standard during checkout

Currently, all NOW items in the user’s cart are automatically added to a standard shipment when the user moves to the checkout step. There is no communicaiton to users as to why this happens.

Users do not understand what their delivery options at checkout

Currently, all NOW items are added to a standard shipment when the user moves from cart to checkout. There is an option to move NOW items back to NOW shipments, however this represents an extra step and is not widely understood.

When moving items to a NOW shipment, users are frustrated when items are lost

Currently users do have the option to move NOW eligible items from standard to NOW delivery in their cart, however some items that are not eligible will be lost during this process. There is no clear explanation as to why this happens.

Users are not aware that they can schedule standard deliveries

The option to choose delivery slots for standard shipments currently exists, but we are not confident that users understand this.

Delivery fees are not communicated at the cart level, which causes drop offs during checkout

Although delivery fees are mentioned at the checkout step, they are absent from the user’s cart screen. This means that users must understand and accept delivery fees at the checkout phase; if not then this may cause drop offs.shipments, however this represents an extra step and is not widely understood.

Items go out of stock during the checkout phase, without explanation

Currently, some items in the user’s cart may go out of stock at the cart phase (prior to payment) as well as after the user has checked out (post payment). This causes frustration to users as their expectations are not met.

With an understanding of the experience and the customer, I led the team through a Design studio workshop to converge on an idea, everyone, non-designers included, sketched a number of ideas that would help Carrefour NOW meet its long-term goal.

We presented and gathered feedback for these refined sketches, voting on specific features we thought would best solve our customer problems.