With a focus on on-the-go moms, research showed Dollar General's target shopper valued deals that got her the brands she favored at a reasonable price.
With her children being the biggest influence on the brands she buys, we narrowed our focus further on
mothers with athletic children who were more inclined to purchase Gatorade beverages.
2018 registration data
2018 registration data showed a 29% decrease in participation in comparison to 2017's registrants, with only 11% of 2017's legacy users returning to participate. By identifying shopper's high mobile usage behavior in our user research, reinforced by the 66% of 2018 registrations performed on a mobile device, we attributed this to the site's lack of mobile optimization.
2018 redemption data showed that with less than 20% of higher-end sports merchandising items being redeemed, Dollar General was left with warehouses full of unused inventory. And high-end rewards mixed with a confusing point system resulted in lower motivation to re-engage with the rewards program.
Knowing that our shoppers valued coupons and deals, we shifted 2018's rewards from sports merchandise to Dollar General coupons and NFL/Visa gift cards.
Initially wanting to include additional promotional content within the interface to promote other Gatorade products, our research proved to our client and our team that our solution needed to strip the fat and enable users to quickly input codes and redeem points while on the go.
To guide out design, we asked ourselves,
Moving forward, we crafted four design principles to guide our solution.
Keep the focus on earning and redeeming by using easy-to-follow, straightforward navigation
Receipts are easy to lose or toss. Enable users to quickly record their receipt codes before it's gone forever
Make prizes attainable and offer items relevant to users needs
Gently remind users of their progress, encouraging participation through the program's duration
Throughout our initial concepts I explored and tested three approaches to the design's navigation:
Nested doll: Users drill in and out of the pages within the interface
Hub & Spoke: Users must always revisit the hub (homepage) to navigate outwards
Bento Box: A dynamic dashboard nav based on users status
After familiarizing ourselves with the shopper's journey from counter to the site and testing different navigational layouts to guide our design, our final solution stripped the noise and focused users attention on getting the most out of our program.
New users– Allow users to input receipt coupon codes before registering or logging to capture codes before receipts were discarded or lost.
Existing users– Allow users to easily track points and progress to next reward, with quick access to code inputs
With confusion surrounding 2018's point system, which awarded different points for various products, our solution featured a 1 to 1 point system. For every bottle purchased, shoppers earned one point.
Moving from over 10 available rewards, we narrowed it down to six and changed the focus from sports goods to coupons and gift cards, aligning with what our customers valued more.
To encourage engagement, we utilized email communications for three main purposes: