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Blog

Groupon: Demonstrating Long-Term Value

Lucy Dotson

Groupon is the pioneer of the group deals market. 

Groupon users range from the casual consumer to the deal devotee. Given the large number of users that browse the site every day, Groupon's user tools are surprisingly spare. I took a stab at improving them. 

The Product

On the Groupon desktop site, there's a section called "My Groupons," where users can view and manage their purchases. 

 
 

Once a user clicks, more tabs appear. I suspect that this area is under construction--no problem. 

But I still wanted to learn two things:

  1. Do Groupon users know about this section of the site?
  2. Do they care about the information presented here? Why?

The Process

Provisional Persona

To ensure that I was asking the right users the right questions, I developed a persona to guide me. 

Greg epitomizes the user I am designing for. With my persona in hand, I was able to do two things:

  1. Find users who fit my profile.
  2. Hone in on my hypotheses. 
 

Hypotheses

 
  1. I believe that if users can view their total savings, Groupon history, and stats about their past activities, they will be more engaged with Groupon. I will know this when Groupon purchases increase by 10% over 3 months. 

  2. I believe that if users can filter and sort their different types of Groupon purchases on the same page, they will be less likely to unintentionally let Groupons expire. I will know this when the Groupon expiration rate drops 25% over 3 months.

  3. I believe that if users can plan out when to use their Groupons on a calendar, they will be more likely to use Groupons quickly and eventually purchase more. I will know this when redemption time decreases by 10% over 30 days

 

Wireframes

Before doing any testing, I sketched out some rough ideas based on my hypotheses. 

Recruiting

I recruited participants using a Craigslist post, a SurveyMonkey screener, and a $20 incentive.

User Testing  

I talked to my users about their habits and understanding of this section of the Groupon site. My goal was to assess their Groupon experience, learn what issues they have as frequent users, validate or invalidate my hypotheses, and brainstorm new ideas to increase Groupon engagement.  

Synthesis 

 

User notes pre-dump and sort. Each color indicates a distinct user, each note a distinct thought, behavior, or challenge. 

Users reported using Groupon to discover new businesses as well as save big money. Both of these suggest possible metrics for the dashboard.  

 

I asked my users to look at each tab of the "My Groupons"/ "My Stuff" section, and sorted their responses. Most users had not actually engaged with this area of the site. 

I asked my users if they ever look back on their past Groupons. For most, the answer was no. 


 

I wanted to make sure that my users were actually using the Groupon website, not just the app. 

I asked users about how they plan out using their Groupons, and if they've ever had a Groupon expire. All users had had a Groupon expire, and most users used a calendar (digital or analog) to track their use. 

Observations

 
 

None of the users had used this page. When directed to it, some users felt it was redundant.  

 
 

None of the users had seen this page, either. Most felt that "My Food" was vague, and wanted to see a CTA that told them what to do. 

 
 
 

Some users had seen this page, knew what it was for, and had used it at least once. However, they were surprised by the lack of copy. 

 

None of the users had used this page. When directed to it, some users felt it was redundant. 

 
 

Revised Hypotheses

  1. I believe that if users can easily view their total savings, Groupon history, and stats about their past activities, they will purchase more Groupons. I will know this when Groupon purchases increase by 10% over 3 months. 

  2. I believe that if users can filter and sort their different types of Groupon purchases on the same page, they will be less likely to unintentionally let Groupons expire. I will know this when the Groupon expiration rate drops 25% over 3 months.

  3. I believe that if users can plan out when to use their Groupons on a calendar, they will be more likely to purchase more Groupons at a time without risking expiration. I will know this when redemption time decreases by 10% over 30 days. 

Results

I compiled my design recommendations into a couple of mockups that addressed users' issues and my hypotheses.

Screen One: My Groupons

This screen combined all three hypotheses, allowing users to see how much they've saved, view all Groupon types on one screen, and add Groupons to their calendar of choice. 

Screen Two: My History

 This screen takes a deeper dive into user statistics, providing more nuanced insights into user savings. The graphs and accompanying copy are designed to make the user feel good about herself, her activities, and her spending. Each ends with a CTA that invites the user to browse her favorite Groupon categories. 

Takeaways & Next Steps

User research is a helpful way to identify assumptions early on. My original ideas about Groupon users and their behaviors were not aligned with my actual findings; those findings made their way into my designs. 

The next steps will be to build out a prototype and test the designs (and their corresponding hypotheses) with Groupon users.

* I'm not affiliated with Groupon.