Overview
This project focuses on optimizing the order conversion rate of the Guoquan Mini Program through design improvements. The content explains how I leveraged data-driven design to enhance the project.
Role
Senior UX Designer
Timeline
Jun 2021 - Mar 2022 (10 months)
Team
2 UX Designers
1 Researcher
4 Engineers
2 Product Manager
Background
Guoquan is a well-known company in China specializing in the digital retail of community dining. As of September 26, 2023, the company operates 9,978 stores and online businesses, covering categories such as hotpot, barbecue ingredients, beverages, single-person meals, and ready-to-cook packages. Guoquan meets various home dining needs of community residents, efficiently addressing the scenarios of eating at home.
Eat at home,
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积分兑商品
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5折券买单
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iphone 12
助力兑换
奖品兑不完
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¥36.5
¥24.5
火锅豆制品 800g/包
健康营养｜方便快捷
活动标签
商品标签
¥36.5
¥24.5
火锅豆制品食材小套餐 800g/包
健康营养｜方便快捷
活动标签
商品标签
热销
¥36.5
¥24.5
火锅豆制品食材小套餐 800g/包
健康营养｜方便快捷
活动标签
商品标签
热销
火锅食材热销榜第2名
Sauerkraut Fish
¥29.9
¥39.9
Beef Brisket
¥49.9
¥69.9
Chicken
¥49.9
¥69.9
佛跳墙
¥69.9
¥89.9
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￥12.5
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限量特价
12
30
08
￥1200.5
￥12.5
当季上新
一起吃
一起点更畅快
充值有礼
抽iPhone13
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100元优惠券包
9积分专区
免费领乌鸡卷
上新
Home Delivery
Free
Free delivery for orders over the minimum threshold
Earn Double Points on
Mini Program Orders
In-Store Pickup
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2
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Coupon
3
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200
Points
1886
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Eat at home,
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Since the launch of the Guoquan Mini Program, the user reach has increased rapidly, but the order conversion rate remains low. Through data analysis and user feedback, we found that users significant drop-offs at different stages of the process.
CORE
OBJECTIVE
Increase order
conversion rate
Research and Problem Identification
Data Analysis
Data from June 1, 2021 to June 30, 2021
Drop-offs in the Login/Register process
Drop-offs in the adding to cart process
Drop-offs in the order submission process
User Journey Map
Key Insights
Design strategies and solutions
How to break through one by one?
Experience core order process, conduct experience walkthrough, combined with user evaluation and data analysis at the site of the page to define experience problems, design strategies and solutions.
Login process - Increase successful logins
Before
Simplify registration and login steps；
Provides quick authorization login options
DESIGN STRATEGY
One-click authorization login: Simplified to one-step authorization login, reducing user operations
METHOD
After
Purchase process - Help users quickly make decisions
Before
According to user habits, recommend related products；
Provide more product information, highlight promotions, discounts, and list information
DESIGN STRATEGY
Accurate recommendation:
design eye-catching product labels and recommend related products；
Improved prioritization of product list information
METHOD
After
After optimization, eye-catching operation bit，easy access，guess what you like and Thousands of faces.
Settlement process - Users quickly meet activity requirements
Before
No bottom button entry
Only the added goods are displayed
Shopping cart information is too simple
6%
Displays only the list of items added to the cart
51%
Great value exchange activities
53%
Use the ticket amount to indicate
63%
Free delivery threshold tips
74%
Full reduction activity prompt
What does the user want the cart to show?
Optimize the shopping cart function to help users collect orders and shorten the selection cost;
Increase memory interaction, reduce the user's sense of loss and regret cost caused by misoperation;
Simplify the product replacement process and improve user operation efficiency
DESIGN STRATEGY
The shopping cart page adds a checklist function to guide user behavior;
Shopping cart memory failed item status;
Improve the page form and shorten the operation path
METHOD
After
Summary and results
Improved order conversion rate
Through the application of Design Thinking and User Experience Design methodologies, we systematically designed and optimized the key processes of the Guoquan Mini Program. By simplifying the login process, optimizing product displays, and improving the shopping cart functionality, we effectively enhanced the user experience and increased the order conversion rate.
Through the design and implementation of this project, we successfully improved the user experience and business conversion rate of the Guoquan Mini Program, achieving the expected optimization goals.
Drop-offs in the Login/Register process
Drop-offs in the adding to cart process
Drop-offs in the order submission process