For Raptors season ticket holders, I make redeeming coupons at games convenient.
To help fans save money at games, I designed a coupon redemption process that is easily accessible on their phones.
To help fans save money at games, I designed a coupon redemption process that is easily accessible on their phones.
I was the primary Product Designer working with a Product Manager and third party software company.
Timeline: High-Fidelity Prototype in 3 weeks
Raptors Season Ticket Holders lose or forget to bring their coupon books that they receive at the beginning of every season.
How can we make it easier for season ticket holders to redeem their coupons and for the business to start tracking redemption metrics and spending behaviour?
In order to understand the current couponing experience and its users, the Product Manager and I met with account representatives who work closely with their clients throughout the season. We led a workshop where they dumped all the feedback they’ve received from their clients then prioritizing the feedback on a 2x2 chart. We decided which problem to solve that offered the highest customer and business value. The couponing experience ranked highest in both. They walked us through the current membership experience to help us empathize with the members.
I used the HEART framework to empathize with members, better understand their motives and assign UX metrics to measure the success of our product.
Members save money by using coupons on their food and drinks
Members like the value of the coupons (discount)
Members see value in redeeming coupons
Members return to redeem more coupons
Members are able to quickly and easily redeem a coupon when they are at the cash register
I was able to identify that members want to save money by using coupons on their meals and they will adopt the feature if they see value in the coupons. The product is successful if they return to redeem more and if a member is able to quickly and easily redeem a coupon when they are at the cash register.
In a workshop, the Product Manager and I mapped out a user flow of the ideal state of a couponing experience.
The Product Manager and I did a Crazy 8 exercise to diverge on possible solutions. One minute per square. I took all the ideas back to my desk and pulled the best ideas from each. I narrowed it down to three possible user flows which I then took into a high-fidelity mockup.
Throughout the process, I was thrown new technical constraints. This challenged me to develop a couponing experience within a previous retail commerce flow. As well, there were no longer barcodes or a POS manager to manage the coupon inventory.
After usability testing with 2 designers not tasked on the project, I had enough evidence to prove that the retail experience was not usable, and simplified the flow so it was more consistent to traditional couponing transactions.
Tech feasibility: No codes or barcodes available from POS managers
The retail flow lets customers add multiple products to their “cart,” where in couponing, they can only redeem one per checkout.
After making those changes, I paired with the Senior Product Designer to do usability testing internally, with 5 MLSE employees not involved in this project.
Scenario: You are a member attending a game. You get hungry. And remember you have coupons you want to redeem.
Users are only able to redeem one coupon per transaction so we removed the add to cart part of the flow
The digital couponing experience was launched to Raptors season ticket holders at the season start. With their coupons accessible through their mobile devices, they are now able to redeem their membership benefits with little friction, without needing to remember to bring a physical coupon book with them.
For all the pre-season games, an average of 25 coupons were redeemed per game. That is 3% of the total coupons available were redeemed, 1,718 coupons of 55,840.
1. Members enter into their membership portal and click into 'View Offers'
2. Members are met with an onboarding screen the first time only
3. Members browse their list of coupons
4. Members select a coupon to redeem and present it to their cashier
5. Cashiers scroll below the fold to mark the coupon as used
6. Members have successfully redeemed their coupon
View Clickable Prototype
I learned the value of usability testing. Through usability testing we were able to challenge technical constraints to better advocate for the user. Our typical user is older (40-50+) and will be left frustrated with an experience if we did follow the technical constraints, failing to solve the initial problem.
