Karavan

Bringing Up These Rewards

How I increased Karavan's rewards subcription rate

Duration

February-March
2022

My role

UI/UX Designer
Researcher

Tools used

Figma
Photoshop

Project goal

Local grocery store became a part of a bigger franchise and introduced a new card that combines all of the stores together. However, customers don't apply for a card online. My challenge was to design a solution that would bring more people in the reward system.

Understanding the users

Why people apply for the card in person but not online?

To find this out I started searching forums and social media to lean what people think about the company acquisition in general.

"In the store at Penza, Tokarnaya st. 14, I wanted to apply for a card, but on the place where the template for registration should be, there is only the charter of the store. Is it possible to issue it somewhere else? As the staff told me, they "ran out of application papers." Well, that's stupid! I am attaching photos"

"Hello. I want to ask people who used the site. Do you have problems with the food photos? I thought I was ordering cheese, but I got this shawarma. Am I clicking in the wrong place or is there a problem with the site? Support could not help me, soI write here"

"Hello everyone. I wanted to know if the discount on the Our People card applies to online orders?
I spent so much time to deal with the site and still did not understand shit. Please help anyone who can or who knows.
Maybe it's better to arrange in the store?"

From the conducted research it became clear that people in general just didn't know that such option of applying on the website even existed. That led me to some quick interviews with people that live in the city (which was an easy step for me because it's my hometown).
Interviews helped me to shape up the new look of a website. I wanted to focus peoples attention to the card primarily but at the same time leave the normal online store experience as it is.

"Shopping with attitude!
We give you cashback, as well as give a discount on products of our own production
Get the "Our People" card"

Another problem I found was the fact that the application screen was buried at the very bottom of the main page of the website which is why most people don't even know that they can apply for it.

Reference stores

To start ideating I started to compare the recent design of the website with its competitors and stores. But even without comparing it's safe to say that this doesn't look like a very user friendly or even eye-pleasing website as it is.

Even the filters on the website are in English. And while it might not be a problem for us here in the United States, Russian provincial city citizens might get frustrated when they see two languages on the same text line.

After getting inspired by indirect and direct competitor websites I realized that the main problem after all might be just the outdated design of Karavan website itself.
I started with redesigning the groceries section. It was was important to get the idea of an overall website redesign from the essential function of it.

Long paragraphs of text describing each product on the original website are overwhelming for someone that opened it for the first time, so simplifying the selection cards was a very important step to push the whole design to simplicity.

High-Fidelity Wireframes

Putting together the whole design was a fun experience since I was only asked to make a new screen for the Our People card. That part took the least amount of time since the main work was to make it look inviting and in a way screaming.

And the rest of designs were created to maintain the same feeling of the new header with a possibility to expand the design further across the website and the franchise.

Because of the upcoming International Women's Day (I received this offer right at the beginning of February with a two-months contract) I had to come up with the promotional cards for this holiday as well. The new design fitted perfectly with the theme and could be used as a base to "Gift ideas" cards.

This wasn't a typical design project you get once you get that offer. I had to go above and beyond to find out the true reasons behind the unworking design.
Designs created more than 5 years ago already feel very clumsy and not user-friendly, so a constant update of visuals and layout is the key in creating the best user experience on the market.

Next steps of this project include maintaining the relationships with the owners of the franchise to continue developing new look of the website and improve customers experience with the rewards card.
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UPD: because of the war that Russia started against Ukraine it is impossible for me to continue working with the company, so my position as of a freelance designer is temporarily frozen.

I promise I check my email!