Affinity Map (made on Lucid)

Defining the Problem - Pain Points and Needs

After identifying and analyzing pain points through user research, I defined the following pain points that most users had trouble with along with their needs.

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Pain Points 

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Pain Point 1- Poor Organization & Cluttered Home Page 

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Most users clearly stated that the home page was cluttered and not user-friendly. All the users said they had to endlessly scroll the home page to view one deal at a time which later crashes once they go too far; making them start over and lose what they previously viewed. The deals were also uncategorized making it more tedious and time consuming to keep scrolling and looking for a deal they would like. There was no end to the scrolling, resulting in a lag for the next offers to show up. 

Users also wished they could “save” multiple deals that catch their eye while scrolling without having to open the deal page and add it from there. None of them experienced problems with the website version but users preferred to scroll on the app during their down time and mostly used their laptops/computers for work. 

Pain Point 2 - Misplaced Purchased Groupon Vouchers

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Most users found the location of their purchased vouchers was inconvenient. It was located in the “My Stuff” section with only the thumbnail of one Groupon visible until you click “view all” which opens the whole screen with all purchased Groupons. Some users realized they had some expired Groupons which they didn’t know about because they couldn’t quickly access them when they opened the app. 

In the main Groupons screen, users found the layout a bit confusing. The instructions were at the bottom of the page which most users don't scroll to check until they’re ready to redeem. Due to this, they didn’t know most Groupon activities require appointments in advance before redeeming. The addresses were also unavailable for quick access which was inconvenient when users were ready to go to the location. 

Pain Point 3 - Saved list Overflow

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Most users said they add a deal they like to the “Saved” list before adding their final choices to the cart. But once they opened the list, there were too many to scroll through that were assorted with the deals that ended that they saved previously. They couldn’t scroll through all and find a specific one they wanted. One example was of a user that had 33 available saved items combined with 19 ended deals. There is no search or filter to find a specific deal they saved. Removing a saved item is also tedious as it has to be swiped or selected one at a time instead of multiple at once.

Pain Point 4 - Dark Mode Unavailable

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All users said, “Where is the dark mode?”. Unfortunately there is NO dark mode.  When I asked users when they would casually browse shopping apps, almost all of them said they browse Groupon when they are available outside of work hours or at night when scrolling from bed or living room. I asked them if they wished there was a dark mode and they all responded with “YES”. Users stated that most of the apps they use are enabled to dark mode if that feature is available for the app as it’s easier on the eyes and lets them spend more time on it without strain. 

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Pain Point 5 - Cart Editing and Notifications Placement 

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All users said they didn’t care for the notifications as part of the main bottom navigation bar. They would look at it once but not frequently. The notification alert was always in the way in the bottom nav bar. 

In the cart, users stated that they were unable to remove any items unless the quantity was reduced all the way down to one, which then enabled the “remove” icon. The location was not invisible in the item thumbnail before checkout which prompted users to open the deal and verify before purchase. There is no feature to move the item to the “saved” list if users decided to remove the item and purchase them later, meaning they would lose the item unless they had previously had it in their “saved” list. There is no quick way to apply promo codes during checkout since certain ones work for specific deals and the codes that are entered have to be remembered by the user which is inconvenient. 

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Needs of the users

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Need 1 - Organization & Customization

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Users expressed that they want more deals visible when they open the app and land on the home page. These deals would also prioritize what they previously searched for and what their suggestions could be based on their preferences in a broader view. This would also include reorganizing the layout of certain aspects for easier access and further usability. A quick way to save multiple deals would encourage them to come back to a deal they saw in the thumbnail and look further into the full detail page later. The saved items should also be organized to show what’s available and which have ended. 

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Need 2 - Dark Mode

Users want to be able to scroll and check out as many deals as they can while in dark mode which provides visual comfort and less eye strain. This would encourage increased user activity in the app.

User Persona  

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I created a user persona to put a face on Groupon’s target user and visualize various aspects of their behavior and motivations. This persona was chosen roughly based on the users interviewed during the usability testing.

The Redesign

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Style Guide And Typography

Information Architecture (IA)

Current Information Architecture (IA)

Most users were having trouble finding certain features of the current app. Therefore, in order to redesign the app, I built the information architecture to understand its structure.