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*the app was initially in Chinese, I redesigned the english version for this case study

As the only designer, oversaw the entire design process from the initial draft to the final product launch.

Problem

How we streamlined the process of coupon redemption that benefit both business side and customer

The company, CHIHUO, Inc., is social media marketing company in CA. publishes food reviews, restaurant guides, and lifestyle content across social platforms like Instagram, WeChat, Red, and TikTok.


After a rapid expansion for 5 years, the business development team found it increasingly difficult to convert leads into sales contracts. The company was hitting a bottleneck in revenue and subscribers growth, in the need of discovering a new revenue stream with a potential digital product.


A small team was assembled by our COO to tackle this problem, including a project manager, two developers and me as the product designer.

Design Process

Iterations to Save Retention Rate

To address the issue mentioned above, we explored methods to demonstrate our value to customers upfront without compromising pricing strategy.

Our first solution was adopting the fission marketing strategy: referral program.

Designs of the referral program. Illustration by @tetema

As a result, we witnessed a noticeable uptick in numbers:

Daily active users surged by approximately 12%.

With more users in hand, sales team reported that more restaurant owners were showing interest in partnerships. Contracts were signed with less friction.

In terms of design, I was also planning to add a dish recommendation section on homepage

design of the new section on the 1st screen

Being in the restaurant and food related industry for a long time, we found that dining choices are more prone to be influenced by specific dish, especially for foodies, which makes majority of our subscribers and potential users.

The new design aims at enticing user with specific food rather than the price point alone.

At that time, we were monitoring user data, making efforts to gather user feedbacks and iterating our product. Our user numbers remained relatively stable, considering the resources invested was not much.

This is when we approached the end of 2019.

And you know what is about to unfold.

The sunset : (

At the beginning of 2020, five months after we launched the product, the covid-19 pandemic struck everyone, including us - it results in a significant decline in people who are willing to dine out.

During this period, the company was facing a crucial financial crisis on all revenue stream, leading to the decision to sunset this project on April, 2020.

Aside from the inevitable force, I was still very fortunate to be given the opportunity at first to design a real-world product.

Reflection

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Next

LA Fitness Revamp

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LA Fitness Revamp

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LA Fitness Revamp

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© Quinn Xu 2024