The project focuses on the development of an in-app user report feature for Yami, and will be part of the 10th-anniversary campaign. The product will provide users with a comprehensive overview of their purchasing behavior over the past years in both visually appealing and informative ways (think about Spotify Wrapped). The project also aims to identify potential business opportunities and explore leveraging this product to drive user engagement, retention, and brand awareness.
Hanna Yao, Marketing
Xinsheng Li, PM
Daniel Zhou, Design
Eric Zhou, Development
Yami needs to find a way to engage customers and increase loyalty by providing personalized and meaningful experiences. Currently, customers only engage with the company during the buying process, leaving the rest of the journey unfulfilled. To address this problem, we aim to create a year-end wrap-like product that aggregates a customer's purchase history and creates a personalized, visually engaging summary of their years with Yami.
By designing an engaging and personalized 10-year-end wrap feature, we can increase user engagement, improve user satisfaction, and ultimately drive increased retention and revenue.
Interviews, surveys, competitive audits, and research have been conducted to identify what the users need and what can be used as the core features for design.
Here are the main insights:
The shareable feature on social media, allows users to share their stories with their followers.
A personalized experience for each user, highlighting their memories and experiences from the past year. This can help users feel more connected to the platform and increase engagement
By presenting the data in a visually appealing and easy-to-understand way, Users can gain a deeper understanding of their own habits and preferences, and keep them engaged with the feature over time.
The feature includes creative elements such as stickers, filters, and animations that allow users to personalize their year-end story and make it more engaging.
Tones & contents:
The year-end wrap from Starbucks that tells users how much money they've spent for Starbucks in the past year received tons of negative feedback. It reminds us to frame the feature in a positive light to reduce stigma for the data.
Data magic: brings the magic by leveraging data to create personalized content that reflects each user's unique behavior.
Streamlined interaction: design a user interface that is simple, intuitive, and easy to use, allowing users to interact with the product without any confusion.
Emotionally Storytelling: evokes positive emotions through design to tell the story, helping users to understand their personal journey and ultimately leading to engagement.
We developed the user flows by identifying the core content and features we wanted to effectively achieve, and then mapped out solutions by carefully considering each step and asking ourselves "How Might We?" questions to uncover design opportunities. This was followed by gathering inspiration from various sources to inform our design decisions.
We focused on creating layouts that adhered to design principles and best practices. Our goal was to provide ample space for visuals to tell stories, while also using widgets to highlight personalization and highlight important data. Due to technical constraints, we created four types (seven variations) of wireframes for the feature.
The usability test of the first version revealed navigation issues due to unfamiliar gestures and concerns regarding unclear visuals for data display. To improve the user experience, we added buttons for navigation, replaced icons with bars for improved clarity, and made the interface more intuitive.
The visual design process began with rough sketches that were iterated with different visual elements. We explored various options to find the best representation for the brand and the campaign, while also enhancing the messages.
To ensure optimal performance, we iterated through several design options, including the crucial Social Sharing Pages, P10 to P11. These pages were designed to generate interest and encourage users to share their personalized Yami reports on social media.
To accomplish this, we divided the social sharing experience into two stages. First, the P10 Keyword illustration is generated based on the category in which the user has spent the most, or 'Yami Fan' in the event of a tie. Next, in P11, a Title is incorporated into the illustration to emphasize the message, with four possible options: VVIP, Senior Shopper, Deal King, and Rookie Player.
After ensuring the technical feasibility, we decided to have P11 generated with two layers based on the user's data. This resulted in a lower workload for the team, as only nine graphic assets needed to be provided instead of 20.
The high-fidelity&final designs incorporated carefully crafted graphics and illustrations that were aligned with the design direction established in the previous stages.
Instead of using an all-white background color, we chose colors from the 10th-anniversary color palettes to create a more exclusive and differentiated experience for users, while also aligning with the overall campaign branding. These design choices helped to visually separate the product from regular Yami pages; and contributed to a polished and engaging user experience
The prototype that contains interactive and clickable mockups was developed as a functional representation of the design, allowing the team to test and validate the user experience.
The final step before the launch involved a thorough Test/QA session, during which two major problems were identified and addressed. Through analysis and adjustments, we were able to identify and resolve these issues, ensuring a smooth and seamless user experience.
Problem: The Unique Finds page had a threshold of ≤30% (users who phased this item/total users) to display items, but it was too lenient and caused popular items to be classified as unpopular.
Solution: The threshold was adjusted to ≤0.02% to display only truly unpopular items.
Result: The percentage of users who see the page is now smaller (65% of the total), but the displayed products are more accurately classified as unpopular items.
Problem: Users are negatively impacted by being required to log in instead of being directed to the app through a shared link, affecting their completion experience.
Reason: The accessibility of the page is influenced by the user's initial environment. For example, it's inaccessible through WeChat, but functional when accessed through a browser such as Safari.
Result: Created a backlog to document identified issues for future follow-up and resolution.
Through the approach, the User Report has facilitated the generation of 25k reposts on social platforms, surpassing regular posts by 50 times. This heightened engagement has resulted in significant increases in UV and CTR, ultimately contributing to record-breaking sales numbers for the 10th-anniversary campaign.
For future optimization, including the potential to introduce more motion design elements to enhance user interactions and further improve the overall experience.
The importance of personalized and engaging experiences in driving user engagement and loyalty.
The need to balance the desire for personalization with the need for accurate and reliable data.