Project
Vouchers (B2C)
Summary
A voucher solution for the
hospitality industry
Role
Research, flows, wireframes ,prototyping,
testing, UI design
A NEW PLATFORM
ResDiary is looking to create a standalone Vouchers platform, that will allow our customers to manage, maintain and generate reports on their vouchers, while allowing their customers to purchase vouchers online from a single microsite page.
CHAPTER ONE
WHY A VOUCHER PLATFORM?
For a restaurant, maintaining the relationship with their customers and banking their own money is a huge deal
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ResDiary currently has a basic vouchers feature, but this doesn't meet our customers needs.
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66.5% of our customers using a vouchers platform. Potentially some of these customers will use ResDiary's voucher solution.
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The need to create an "all in one" hospitality platform by adding vouchers.
RESDIARY VS COMPETITION
Our current system doesn't look appealing for consumers neither meet our customer needs.
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We had to develop B2C and B2B designs for
our voucher platform.
CHAPTER TWO
GATHERING INSIGHTS
According to our support and sales team, our voucher solution doesn't cover even their basic needs.
Support and sales team provided us with valuable feedback regarding our current voucher solution and to understand even better our users needs, we send out an online survey.
Consumers need more than just a voucher.
According to our survey results, most consumers were buying vouchers as a gift, and they wanted a personalisation area to leave a message. Also, they rarely bought an "experience" voucher without extra options. Regarding the delivery methods, the most popular option was "by post". With that in mind,
our B2C voucher page had to allow people personalise their voucher, choose extra options and the ability to choose a delivery method.
Competitor research
We also conducted a competitors research to understand the market and how other platforms deal with our consumers problems.
CHAPTER THREE
DEFINE THE PROBLEM
Consumers were buying vouchers as gifts.
Insights and data from our support team, sales team and our users allowed us
to find common themes, patterns and group ideas to construct personas that explain such details in a common character. User journeys from our current experience needed to highlight and present to stakeholders users pain points.
KEY PAIN POINTS
Consumers were buying vouchers mostly as gifts. They are a flexible and easy solution, plus they were saving money. A gift requires a personal message, nice presentation, flexibility and a nice package, in our case might be a nice envelope.
No extra options
Our current voucher page doesn't include any extra options. Restaurateurs need to create a new voucher if they want to include an extra option, which confuses the consumers.
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No personal message
Consumers are not able to write a personal message during the process. Since vouchers are mostly bought as gifts, it is a must have.
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Old looking
Our current solution is pretty old looking. Restaurants want their voucher page to look modern and appealing. Especially high end venues.
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Delivery methods
No option for delivery methods. Can't select multiple addresses as well.
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No customisation
Restaurant/hotels want their voucher page to be fully customised to meet their brand so consumers won't be confused.
Started creating an information architecture and using spreadsheets to organise features into pages.
CHAPTER FOUR
FLOWS & WIREFRAMES
When deciding whether or not to buy a voucher, customers consider multiple variables such as expiry date, price, extra options and delivery method if they
are buying it as a gift.
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Building on customers feedback and data, we developed use cases, flows and wireframes with the ability to select extra options, personalise messages and delivery method.
CHAPTER FIVE
PROTOTYPE AND TESTING
We always presenting more than one solution/version so we can find out which one works the best through A/B testing. Started building a prototype with Invision, and we asked our users to try and complete specific tasks with Maze.
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We could track our users journey plus the duration of each task. With the help of heat maps we were able to see if our UI was effective and gathered useful feedback, since after each task they could leave comments and rate our product.
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Below you can see the final designs and features we ended up having after our testing results.
EXTRA VOUCHER OPTIONS
Talking to customers and consumers, made it clear that extra options within a voucher was a really big deal for restaurants and hotels. It improves the user experience for both consumers and restaurateurs.
PERSONALISED MESSAGES
We had to provide a way to let people write a personalised message, in case they make the purchase as a gift. The voucher feels more personal that way and according to our restaurateurs, there were cases where people didn't complete their purchase, because they were not able to leave a message.
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We added a "preview" button as well. People will be able to view how the
voucher looks with their message attached on it.
DELIVERY METHODS
One of the most important features of our voucher solution, is the flexibility on delivery methods. People will be able to buy a voucher, collect it from the store, receive it as an email or post it to an address. There were scenarios were consumers were buying two vouchers as a gift and wanted to post them to different addresses.
FINAL DESIGN
An Invision recording from my prototype. You can see the full process of buying multiple vouchers with personalised messages and different delivery addresses.
LEARNINGS
One step at a time
The brief was challenging. For the first time our company wanted to create a stand alone new product. Quite a lot of responsibilities to me and the team I worked with. With small steps each time and amazing communication between us, we created a MVP voucher platform that covers the basic needs. Of course there is space for improvements but we are pretty happy with the result.