Role Product designer
Team Cross-functional product team
Goal Free payments for businesses and more rewarding shopping for customers
Summary
Alongside the team at Super, I designed an entirely new payment app utilising open banking that rewards customers when they shop at their favourite brands. I led the project from concept to launch, reaching a 6 month target of 100,000 users.
Context
Super is a marketplace business, focused on providing a free payments solution for businesses and creating repeat shopping habits in customers with rewarding shopping. When I joined, the Super shopper app was focused on cashback, utilising affiliate networks to build a user base. However, it was quickly identified that this did not close the loop between the merchants using Super as a payment method and shoppers. So we decided to bring payments together by removing cashback and creating a totally new shopping app that would reward users when they shopped at their favourite brands.
User insights
We started this project testing various new rewards and payments concepts through moderated, unmoderated and quantitative studies.
- Saving businesses money is not attractive to consumers. While we all want to save ourselves money, saving a business money was not seen as an attractive proposition to shoppers, it was seen as something that didn’t affect them. However, this was still helpful in understanding why a business might offer loyalty rewards to their customers and helped build trust between the brand and the user.
- Saving money is second to convenience. While users do want to save money, they don’t want additional effort or complexity while shopping that might be distracting or confusing. They want an easy way to save while continuing to shop as they normally would at the stores they would normally shop in. Setting up a new account was not seen as inconvenient, if it would be easy to use in the future.
- Users have low confidence in traditional cashback schemes. They are unsure when they will get their money back, how much it will be or even if they will get anything at all. With many new schemes and ways to save on the market, users are looking for something that makes it easy to save money with confidence and convenience.
Super USPs and illustration style.
The first version of the Super App Homepage with basic browsing functionality.
The Second iteration of the Super Homepage with categories, and easy access to your Rewards.
The latest iteration of the Super Homepage with search functionality, promotions and an modern UI.
Payments and Rewards App
We created an app so that businesses could save money with no payment fees and increase their retention by giving loyal shoppers an average of 5% of their purchase back to spend on their next shop.
Customers could make an Open Banking payment with Super at their favourite stores without creating a Super account and their Rewards were available to see an use in the app instantly, making it easy for users to see the benefit and value they were getting.
Iterations
While the first version of the app was very basic and only allowed users to make payments and redeem their rewards, we quickly followed up with functionality to browse for other stores to save money at, starting with small businesses then adding more and more high street brands.
Screenshot of our MVP planning doc. Dark red indicates work needed for MVP to test payments only. Everything else came later.
Before
First iteration of the payment summary screen.
First iteration of the payment success screen.
After
Latest iteration of the payment summary with the ability to save up rewards.
Latest iteration of the payment success with new loading and success animations.
Outcomes
10k users in the first 6 months with no advertising or marketing
Refer a friend programme tripled user base in the following 3 months
~30% conversion from guest user to app member
Payment success rate of ~80%
Retention / app repeat payment rate above 50%
Average Super shopper shops 30% more than other users
Next steps
Optimisation and awareness to increase stickiness
New payment methods, such as credit to bring more users
Personalisation and offers to connect brands and users
Payment in flow in the Super App.
Search for stores by name, cateogry or product.
Shop in-store at top coffee and grocery stores.
Manage your preferences and personal details.
Learnings
- Strong mission. Whenever we were at a decision point, it was easy to stay on track by referring to the business mission. This regularly helped push us in the right direction and made sure we were all on the same page.
- Build, iterate, and learn quickly. We made many changes to the app over the first six months. We always knew the first version was not fully functional or even well-designed but we kept building and releasing, fixing and patching, learning as we went. We prioritised new features, like adding in-store payments and new brands, over hygiene features like search to increase our functionality and sign up rates and make sure that payments remained strong, before we focused on the details.
- Listen to users. We quickly learned that users wanted to save up their Rewards, instead of automatically redeeming the small amounts on their next purchase. This was a big change to the core of the app and all our payment systems, but ultimately made our product more valuable to users.
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© Danielle Last 2020