Walgreens Offer Completion
Coupon engagement is the greatest predictor that a customer will become Walgreen's most valuable members. Those that engage with coupons drive incremental value. Our most loyal members are dedicated coupon clippers. They build bigger baskets than other customer types. I partnered with product management to identify a growth and customer retention opportunity in the coupon experience. My product partner and I set out to design a solution that could increase both the offer take rate and the average order conversion rate. Our solution provided continual feedback to help customers successfully apply coupons at checkout. We eliminated frustration and ambiguity and helped customers find and complete coupons at every stage of the shopping funnel.
Discovery
The product management team challenged the design team to evaluate the whole value experience from end-to-end. One metric that the product design team targeted to increase was our coupon completion rate. Where in our retail journey could we most improve it? I compared and marked up our product detail page, added to cart overlay, and shopping cart against the Nielsen Norman Group's best practice guidelines for those pages.
Central Questions:
Was it better to enhance the added to cart overlay? Or the shopping cart?
Where can we make the greatest impact for coupon completion?
Where can we best influence customers to clip available coupons and to successfully apply them?
Customer Pain Points
How many items does this coupon apply to?
Is there an additional step before I can apply the coupon?
Which coupon has been applied?
What are the stacking rules?
Thinking Beyond the First Call-to-Action
A fundamental mental block that our organization needed to overcome was assuming that clipping is enough. Our customers needed more sign posts to complete their coupons and offers. Providing feedback was critical to encouraging customers to perform additional steps.
Identifying Where to Intervene
Through discussions and exploratory flows with retail product manager, the lead retail UX manager, and lead engineers, we determined that the best place to intervene was the cart. Customers tend to dismiss the added to cart overlay so they can advance to the next item or the cart. Whereas in the cart, they have a more active mindset. They're engaged in trouble-shooting, checking prices, and making sure they're getting the deals they want. The current issue with the cart, though, was that we weren't clearly communicating what the customer needs to do to apply their coupons.
Partnership across the Retail Journey
To implement this solution, my product partner and I collaborated with multiple teams across the retail organization. They were the search and browse team, the cart and checkout team, multiple API teams, and the mobile team. We reviewed exploratory solutions with the teams and refined further from their feedback. We begged and borrowed resources to build our enhancements within these existing touch points.