Honey Gold Redemption
Honey Gold is the cashback reward users get when they shop using Honey's app & extension. When users have earned enough Gold, they can redeem for most of the popular gift cards. This feature is built to enhance consumer's loyalty to Honey's products.
My role
Redesign this feature for Honey iOS App
UX/UI, Visual Design
User Research
Results
Informed long-term strategy of Honey Gold
Parts of my design got developed and it has increased the redemption rate
Onboarding
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The onboarding flow introduces the Honey Gold, encouraging users to join Honey & keep using the app.
Motivation Mechanism
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Users can check their progress towards gift cards redemption and see how their purchases help them earn Gold.
Redeem Honey Gold
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With 3 steps, users can easily redeem their Honey Gold & adjust the right amount.
Challenge
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The original task given to me was to slightly improve the iOS design and move it to the Android. During the design process, I found that the original design did not achieve its product purpose. Through Google Analytics and user experience evaluation, I learned that the visit rate of Honey Gold was very low. At the same time, user feedback shows that they are confused about the use of Honey Gold and how to earn it. After the discussion, we decided to redesign the Honey Gold reward redemption feature.
Design Toolkits
Analyze the original user flow
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After testing the user experience internally, I found that users do not understand Honey Gold for the following three reasons:
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Only users who have enough Honey Gold can get access to the gift card page.
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Except for the first page of the app's onboarding flow, the entire app has no related product introductions.
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Honey Gold page has no mechanism to encourage users to earn Honey Gold.
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The redemption process is unclear.
Revamp the user flow
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I started the project with the user flow redesign and then I set my design goals:
• Attract visit on Honey Gold: New users and users with any amount of Honey Gold can learn about the use of Honey Gold, how to earn it, and reach the redemption page.
• Create an effective motivation mechanism: encourage users to use Honey products for getting Gold through design strategies and content reorganization
• Clear Honey Gold redemption process
Design Iteration & Competitor Analysis
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To explore feasible solutions, I learned from apps like Drop and made mid-fi mockups to test user responses. Based on user feedback, I found these reward redemption frameworks don't fit into the context of Honey app. Since the redemption function is only part of the App reward mechanism, users will not spend a lot of time exploring Honey Gold. At the same time, unlike Drop's users, our consumers are not familiar with the reward redemption feature, so it’s essential to introduce Honey Gold directly and tell users the rewards they can get through Honey Gold.
Determine the direction
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Based on the conclusions I got from the previous round of exploration, I went to learn some products that are similar to Honey Gold in the app's reward hierarchy, such as Uber Reward and Chick-fil-A.
Final Design:
Onboarding
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When the users haven't logged in yet or learned about Honey Gold for the first time, I designed a banner to encourage users to register for 50 Honey Gold. When they complete the registration, 50 Honey Gold will automatically appear on their Honey Gold progress bar.
Motivation Mechanism
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The homepage of Honey Gold is divided into four sections. Meanwhile, I discussed with the Honey extension's product manager. I proposed that we can use Honey Gold to encourage users to invite their friends to use Honey products, and to attract traffic for Honey extension applications
Reward Redemption Flow
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In the redemption page, I keep the progress bar to make it consistent with the previous page, and help users evaluate which store's gift cards can be redeemed for the amount of Honey Gold they earn.
Learnings
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In the beginning, since there are so many interfaces involved in the design, I need to think of a plan that can quickly help me clarify my thinking and effectively discuss the design with decision-makers. At this time, I found that a designer at our team used a user flow chart to help him quickly find the problem and make a design plan. After asking him for advice, I used the user flow chart to help me quickly sort out the plan.
The failure of the first version of the design scheme also made me realize that: before doing any competitive analysis, I need to have a clear understanding of the current design.
In the next step, I hope to test the relationship between retention rate and new users who have been in contact with Honey Gold, as well as the relationship between how often users use the App and their visit of Honey Gold.