A new premium service that allowed merchants to increase their exposure on Groupon.com by offering a premium location for a specified duration. Locations were bought by merchants through a third-party auction service using a predefined ad-spend.
ROLE | Sr. Product Designer
+80%
NEW USER ADOPTION
-10%
DECREASE IN MERCHANT ATTRITION
74%
REPEAT USERS
Onboarding
OPPORTUNITY #1
We looked at the existing Merchant Center onboarding flows and realized they created not only a high cognitive load but data showed a high frequency of abandonment. We took a two-week side project to redesign the onboarding experience for this feature and all future Merchant Center features. We moved to a hub and spoke model that provided saving and returning for merchants. This allowed merchants who have little time for a time-intensive onboarding experience to save and return to onboarding if they did not have the time to complete the onboarding process.
Phase One
The deliverables for phase one of the project consisted of a mobile|web experience integrated into the existing Groupon Merchant Center for onboarding new users of Sponsored Campaigns. Users were educated on the benefits of Sponsored Campaigns and were able to create a Sponsored Campaign,as long as they had an active Groupon Campaign. Users selected the desired campaign, funding level, and duration then signed the agreement and submitted the request.
Charting
Current Merchant Center charting did not support the variable time scales and chart types which would be necessary to properly indicate Ad performance. We did a quick inventory of current charts and added charts and interaction based on the needs of the project. We then updated styling for all Merchant facing charting in the Merchant Design System.
OPPORTUNITY #2
Phase Two
The dashboard in phase two allowed merchants to see real time ROI for their sponsored campaigns. A new web pattern for chart selection allowed Groupon merchants to select and view the 4 most important performance indicators for their ad campaign. Merchants could also manage their active campaigns with controls to pause and edit their Ad Campaign.
Phase Three
The final phase of the project gave financial management to Sponsored Campaign user. Sponsored Campaigns are a paid service and a dashboard to manage funds was needed. Merchants were able to see current billing and account balance and had the ability to add funds or request a refund.
