Work Project — 2021 — Released

Redesigning "Share Your Order"

As the product designer, I redesigned the end-to-end "Share Your Order" experience for Weee! — driving $6M revenue in the first 3 months and increasing user satisfaction by 33%.

$6M

Revenue in 3 Months

33%

User Satisfaction

Overview

About Weee!

Weee! is a California-based tech startup that offers an online grocery site and app for Asian specialty products and staples. "Sharing your order" is one of the most important features on Weee! that generates over 12% of total revenue per year.

Achievement

Measurable Results

Total revenue increased

$6M

Total sharing rate

25.5%

The total sharing rate increased

Follow-buy rate

34.7%

The follow-buy rate increased

Community users increased

15K

People joined the Facebook community

Change language

15.2%

Users change the language before sharing

Product Preview

Before & After

In the following graphic, you can view the mobile application both before and after the product redesign. To interact with the image, simply click and drag the icon in the middle.

After Before

Section 1

What is "Share your Order"?

What if you easily could share your order with your friends? Imagine being able to provide them a great discount on the same products you just purchased!

Meanwhile, as an inviter, you could get a bonus rebate from Weee! to use on your next order. How exciting it is!

Section 2

Data Analysis

Background Information

1Weee! had a 700% increase in revenue during the Covid-19, which generated a lot of new users.
2Weee! closed the "Share your order" feature for three months and reduced the rebates' value.
3Today, the total sharing rate still remains lower for both new users and old users.

Current Data

Total Sharing Rate

First Order Sharing Rate

Follow-buy Rate

Three Hypotheses Based on Data Analysis

Lack of
communities

Not engaging or don't
know how to use it

The flow has
some problems

Section 3

Why Do We Need to Redesign?

Users Need

1The "Share your order" design has not been improved in 3+ years.
2In the monthly satisfaction surveys, only 33% of users expressed satisfaction with the current experience. However, the average satisfaction rate remained at 52%.
3Users often request updated user experience features and appealing visual designs. The following list includes some feedback from users in the latest survey:

"Too much information to look at."

"It doesn't look attractive for me!"

"The design is outdated."

Impact Perspective

This perspective begins directly after the purchase flow and contributes roughly 12% of total revenue.

Improvements to the "Share your order" will have the following impacts:

Increase user sharing rate
Increase purchase rate and revenue

Section 4 — Problem Statement

"How might we redesign the 'Share your order' experience with clear information architecture and engaging experience for the users and also increase user sharing rate and total revenue?"

Section 5

Prioritize the Opportunities

Based on analysis data, it is best to prioritize the sharing experience in the progress flow for first-time inviters and second-time inviters.

Three reasons to prioritize the "sharing in the progress" experience:

1Directly related to sharing rate and purchase rate.
2Participants expressed a lot of pain points here.
3It can be used for both new users and current users, which could increase the sharing funnel.

Journey Map from the Users Interview

Section 6

Use User Research Findings to Guide the Product Direction

Section 7

Brainstorming with Team Members

Tell people how to earn more

Pay more for first time users

Provide users the way to join the group

How much the other people earned?

Just ask them to do it again

Automatically share

Share different group once

People could see the sharing instantly

Guide the users at the beginning

Give them more if they reach the goal

Let people see other people’s sharing

Tell people how much the other people earned

Tell people how to earn the money

Skip this step

Tell people how to share step by step

People can select language when open the link

Maybe people can select the language to share?

Provide more options to share

Community helps people to earn more

Let people see other people’s sharing

Ranking list

Get extra money for the first time users

Show them how many products they’ve selected

Highlight the money they could earn

Let people preview a content before sharing

Reorganized the options based on system language

Automatic sharing based on the behaviors

Like play a game

Show all the products they could share

Section 8

Set up Goals to Measure the Success

Goals for the Entire Flow

1How to make users share more?
2How to make users earn more?

Goals for Each Step

Step 1

Order Successful Page

•Clearly communicate the rebate value proposition
•Motivate users to enter the sharing flow
•Maximize “I want free” click-through rate

Step 2

Select Products to Share

•Help users understand the Select → Share → Rebates process
•Encourage users to select more products to increase rebate
•Show clear pricing and potential rebate amounts

Step 3

Share Menu

•Provide multiple sharing channels (WeChat, Moments, Facebook)
•Minimize drop-off at the final sharing step
•Make the sharing action as frictionless as possible

Section 9

Usability Testing Results for the Different Versions

Step One: Order Successful Page

Step Two: Select Products to Share

Step Three: Share Menu

Add Two Steps for the Entire Flow

Section 10

Previous Design VS Final Design

After the previous testing, another iteration was performed. The results of this iteration helped plan for usability testing with four additional participants. The purpose of this test was to ask them to share their purchase orders. Based on their feedback, the final version of the design was delivered. All designs were instrumental in helping meet the project's goals and ensuring outstanding performance after launching.

Final Usability Testing Results (4 Users)

Share your order project's goal	Clear Information	Engaging and Intuitive	Simple and Clear Layout
Result	✓ 4/4 users	✓ 4/4 users	✓ 4/4 users

Section 11

Interactions

Order Successful

Select Products to Share

Share Menu

Section 12

Cross Platforms (iOS and Android)

Section 13

Reflections

Bringing people close together is meaningful. There are three main lessons learned from this project:

• User research and data are always good friends to a product designer.
• A refined prototype is a great way to communicate with the developer team and benefits the whole team.
• God is in the details. Iteration is crucial for a better design!

Good design is like a bridge, bringing people closer together