Benifex
Increasing sales by 45% with eGift card checkout integration
The goal was to migrate a gift card checkout journey from a third party provider onto the Benifex employee Discounts product. This would allow us to accurately record purchases, improve our data analytics and generate extra revenue for the business.
My role
UX Designer
Duration
3 months - Research & Design
Team
1 UX Designer, 1 UX Researcher, 2 FE, 2 BE, 1 QA and 1 PM
Highlights
decrease in Gift Card related queries
increase in transactions
Defining the Problem
What does the journey look like?
Auditing the current gift card check out journey exposed branding inconsistencies which confuse users. Employees have no understanding of who 'Benefex' are so coming from a customer branded employee Discounts product to a 'Benefex' branded transaction area causes uncertainty.
Existing third party user flow
Notes from competitor analysis
Why isn't it working?
Lacking analytics due to the experience being on a third party platform, we ran user interviews with a mix of participants; those who had bought gift cards on the product before and those who hadn't.
Key findings
Pricing clarity issues
Some user's found it difficult distinguishing which price they would be paying for the gift card
User's can't see the gift cards they have previously bought
"I wouldn't know where to find it again. And let's say I lost the email or it doesn't come through. I don't know where to find any record that I've bought a gift card"
Participant commenting on the lack of purchase history and storage
How do we improve the user journey?
Using the insights from our interviews, we ran a collaborative user journey workshop with the PM, Engineering Lead and Global Partnerships team to help document all the key user actions, needs and pain points.
Notes from user journey workshop
New gift card checkout user flow
Design
Purchasing and redeeming gift cards in as few clicks as possible. User's can easily access their purchases in one place as well as see their purchase history on the go.
Checkout page
My savings page
Mobile designs
What do users think?
As well as refining the designs with FE & BE, we ran 5 moderated user tests with the same participants used in the discovery user interviews. We also externally tested a prototype on Lyssna with 50 unmoderated participants.
Key findings & improvements
Content hierarchy
The hero image size was decreased to make key conversion content and buttons more prominent
Add to basket
The 'Buy now' capability was replaced by 'Add to basket' due to BE technical constraints and to allow multiple purchases
"I couldn't see the menu or content I was looking for unless I scrolled down".
Participant commenting on conversion content being hidden below viewpoint.
Offer page refresh
Final MVP
Desktop screens
Impact
Because the Discounts product now houses the transactions for eGift card purchases, there are multiple new revenue streams for the company including brand promotion, advertising and product purchases.
generated in total sales (first month)
increase in transactions
decrease in Gift Card related queries
Enhanced insights and analytics
