Measuring value propositions through user research and advertising experiments.
A grocery retail giant wanted to test several ideas that would help consumers compare and shop for products.
We refined and tested the appetite of different value propositions using 'fake door' facebook ads, measuring the clickthrough and engagement rates. The facebook ads would lead each user to a landing page where they could register their email to be the first to access the product (demonstrating an intent to use the product).
Working with a business designer and a creative technologist, i was responsible for designing visuals (concept cards, landing pages and facebook ads). I also planned and facilitated exploratory research with 10 users including concept testing.
A video of one of the facebook ads and landing pages I created.
Unpacking the clients ideas.
The client wanted to create a product that attracts users, and directs them to both their own and their partner’s channels, reducing reliance on paid media (ie. FB, google) and provide an alternative traffic generator.
They had 3 very different ideas of what the product could be. After conducting some secondary research on competitors we clearly articulated each idea and it's features into concept cards which would be used for testing.
Chrome Extension
to track browsing activity and intercept and re-market products where relevant.
Sales Finder
a tool that aggregates catalogue information and provides personalised offers to users.
Pricing Tool
that helps people assess how often an item is on special, so they can forward buy as needed.
User Research
We conducted exploratory interviews with 10 price-conscious shoppers on their shopping strategies and habits. We also tested refined versions of the client's ideas using concept cards I created.
In preparation for the interviews I also created an interview discussion guide and worksheets.
Synthesis using JTBD
We used Jobs to be done (JTBD) theory to uncover the key functional, emotional and social jobs that participants were trying to complete and the needs relating to each job. We identified unmet needs by understanding:
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challenges faced by participants when it comes to shopping
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how well they were able to solve for them using their current solution.
Refining the concepts
We refined our initial concepts into products, each with a unique value proposition that aimed to meet underserved user needs. Working with the client's creative and marketing team we created 4 separate brands for each concept.
We created 2 variations of 'Deal Match' ; one focusing on the value proposition of showing "only the best deals" and the other focusing on showing "all of the deals". During our research, participants said that they spent a lot of time filtering/searching and wanted to see only the best deals however other participants had indicated a 'fear of missing out' if they weren't shown all the deals.
Find your perfect deal match. Deal Match help you sift through deals to find ones that’ll float your boat.
Keep and eye on the price. Create a watchlist for your favourite items – and be the first to know when the price drops.
Your super sleuth for a better deal. A free browser extension that compares products while you shop
Shop Mate compares items on your grocery list across major retailers – giving you maximum value, for minimum effort.
Creating the 'fake doors'
I was responsible for designing the landing pages and Facebook ads for Deal Match (A & B) and ShopMate which i designed using Sketch and created using umso (a landing page building tool).
As the facebook ads would be in a carousel format - i looked at other advertisements and saw how they utilised graphical elements to connect each slide of the carousel together. I decided to utilise this technique in the design of my advertisements to encourage the user to continue to scroll through each slide.
Experiment results
Traffic to landing pages was lower than expected
Excluding Shop Mate, Ad CTR's were approximately 50% of benchmark.
Those who clicked were open to engaging
Landing page conversions rates were on average 10.61% higher than benchmarked.
Users were open to downloading app/extension
On average 33% of users that clicked to download also registered their email, which is a great indication of interest.
