💡 Data & Insights
Our UX researcher conducted customer research to identify pain points when using the Prezzee wallet.
Key insights
- A large percentage of customer service calls were related to customers not knowing how to use their card.
- Customers did not understand what "Swap" meant if they received a Smart eGift card.
- Customers were making incorrect assumptions about how the balance check functionality worked.
- There was no indication that a card had been used in full.
- The different ways of presenting the balance were confusing.
- Each card contained too much information, making it difficult for customers to quickly digest.
- Certain retailer redemption types were clunky.
- Certain retailer redemption types were not designed for, which required the partnerships team to add information to old components that were not originally intended for that purpose. This resulted in a confusing user experience.
✏️ The user experience
Designs were created for both web and app to address key customer pain points and insights gathered through research.
Key design improvements:
- Added "How to Use" to the front of the card and made the styling more prominent, so customers can easily find information on redeeming their card.
- Improved the styling and information available for the three different balance checks:
- Live balance check now includes a loading animation and displays a green tick once complete, indicating to the user that the balance is updating in real-time.
- External balance check now includes an icon to indicate that the user will be taken to a separate website. On the app, card details automatically populate on the new webpage.
- When no balance check is available, we provide more information on how the user can get in contact with the retailer to check their balance. This element was built inside the CMS to allow for different information per retailer.
- Improved the styling on the inside of the cards and added tabs, allowing customers to find the information they need based on how they intend to spend the card.
- The "notes" feature underwent a language uplift to make it clearer to customers why they might use it:
- Renamed "Notes" to "Keep Track."
- Added copy to describe why customers might use the feature, such as understanding how much they have left on their card or keeping track of purchases made.
- Added less important information, such as T&Cs, printing, and deleting a card, to the menu.
- Improved language on the smart card. The CTA now reads "Swap for a Brand You Love." Unfortunately, we could not remove "swap" due to its heavy use across all of Prezzee's communication. Therefore, we opted to provide more context as to what "swap" means.
📈 Key results
✅ Reduced customer care calls
Although I do not have the exact percentage due to a lack of tracking of ZenDesk tickets, customer care has commented that they are receiving fewer calls regarding how to use a card.
✅ Improved overall experience rating
The percentage of customers rating their experience with the Prezzee wallet as good or very good has increased by 13%, resulting in a current rating of 4.25/5.
✅ Increase in customers using the “Keep track” feature
The number of customers using the “Keep track” feature has increased by 14%, from its original percentage of 2% to its current percentage of 16%.
➡️ Next steps
- Understand redemption issues deeper per brand and provide more information to customers
- Due to capacity, the app designs have some similarities to the web. The app designs should be optimised further making use of interaction capability that is available on an app
- Improve filter and sorting within the wallet and allow multiple regions to be available in the same wallet
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