Weekly Promotion Page
Ant Check Later
Ant Check Later (or huabei), is a consumer credit product from Alipay’s company Ant Financial. The product has about 100 million users; within which 86% are millennials. 3.2 billion online transactions used Ant Check Later in 2016, with an increase of 344% over 2015.
In this project, I designed the weekly promotion function to increase user retention and activity. The function is launched at the end of August, 2021.
Background
Current page examples: as shown in the red square, the promotion taglines and buttons are confusing for users. Users tend to use Huabei Coin as a reimbursement when paying the bill, instead of exchanging for merchandise.
Our business goal for this phase is to increase the user's stickiness to the product. However, currently, the marketing strategy of Ant Check Later (Huabei) has not been unified across the app, which is causing problems in engaging users to use Hua Bei continuously. Also, the users have been awarded Huabei Coin in the past but the coin they got is a relatively small amount in exchange for valuable goods. To encourage users while benefiting business owners on Huabei by stimulating consumption, we started the weekly payment awarding program.
Research
I collected the research from the user research team and interviewed 5 people to assist my design decision. In conclusion, we need to increase users' understanding of the Huabei Coin program to simulate their stickiness to use the product.
Design Goal
To encourage continuous usage of Huabei payment solution
Current Problems
To encourage continuous usage, we decided to redesign based on the existing page, by building the gamification experience. The following images are existing designs, which have the following problems.
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Weekly target is measured by spending amount - miss the goal to raise users habits of using Huabei payment solution
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Redundant rules hiding on the screen, without a clear and simple explanation
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The awards are too difficult to reach to attract potential users
Solutions
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Visualize the whole playing process
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Increase users' feeling of achievement in joining the weekly awarding event
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Improve the experience in the entire user journey
Solution 1 Visualize the process
Solution 2 Award users in more obvious ways
We set up two levels of awards for users. First, users need to use Huabei payment three times a week to attend the lottery. After joining the lottery four times continuously, they will be able to earn a better award from the blue button at the lower part of the page. We used cards in gold colors and marquee effects to draw users' attention as well as explain the rules.
Solution 2 Award users in more obvious ways
Except for the update in UI design, we also talked to the product manager about adding a button to enable users' reimbursement of the merchandise right after the game.
Solution 3 Familiar users with our event during the whole journey
The experience has to be built throughout the whole journey, and that is why we decided to involve users from every touchpoint, such as Taobao payment, weekly newsletter etc.
Key Takeaway
Some information and process are hidden because of NDA but most of the projects can be experienced in Alipay now.
One thing I learned most is that there should not one single solution. Though there are not many strategy-related decisions we can make as designers in the team, we still need to learn about the users and the business goal to consider the problem comprehensively.
Moreover, there will always be a "next step" since the business is always growing. As designers, we need to predict the frame of the function before even working on it.