Improving the user experience of Too Good To Go Magic bag to increase user retention

My Role
User Researcher, UI Designer
Team
2 UX/UI Designers, UX Mentor
Duration
5 Weeks

Introduction

This case study was part of a student challenge where we wanted to focus on solving the UX problems of our favourite or frequently used products. The aim of this exercise was to understand how UX can have an impact on resolving main business issues through extensive research and ideation exercises.
As frequent Too Good To Go app users, we wanted to understand why the retention rate of the app is low specially when it comes to the Surprise Bags. We had noticed that many of our friends who used the app stopped ordering the surprise bags after the first couple of orders and we wanted to find out if we can resolve this issue through UX improvements.

Business

Objective

Increase user retention by enhancing the user experience of the TGTG (Too Good To Go) Magic Bag feature.

Problem

Statement

Users find the current experience of purchasing and retrieving Magic Bags on TGTG confusing and inconvenient, leading to lower user retention rates.

Expected

Outcome

An improved user experience for the Magic Bag feature will result in higher user retention rates, increased user satisfaction, and more frequent use of the service.

Design

Process

Problem
Identification

Problem
Definition

Solution
Ideation

Design
‍

Validation

Problem Identification

Desk

Research

As a first step we decided to focus on the current app reviews and find the common challenges or pain points that the users are facing specially around ordering the Surprise Bags.

Interview

To have a deeper understanding of the user’s pain points we then moved to the interview stages with 5 current and former users of the app trying to understand their journey through the app, their motivations and the reasons why they stopped/considered stopping to use the app.

Problem Definition

Synthesizing

Data:

Affinity

Diagram

The data we collected from the interviews were then grouped to find the common themes and trends to help us synthesis the data in a more efficient way. The most important challenges users were facing when interacting with the app were as follows:

  • Review
  • Variety and Quality
  • Rewards and Fun
  • Pick up Option
  • Filter

Persona

Definition

During our user research phase we noticed that there are 3 main archetypes of users with different motivations using the TGTG app. To create a mutual understanding and develop a deeper empathy with the users we defined these archetypes:

HNW

Statements

The user research and synthesizing the data lead us to 5 most important issues:

Solution Ideation

Competitive

Analysis

Before we started the ideation phase we were curious to see how similar apps are resolving the same issues that our users were facing (if at all) which gave us a better understanding of how we could develop our ideas.

Impact

Effort

We held an ideation session were we started with brainstoring the ideas based on HMW statements and then prioritised them based on the impact and development effort.

Visual Design

High-Fidility

Wireframes

To enhance user convenience, we relocated the filtering system to the main discovery page. This strategic placement allows users to filter content based on food categories, days, times, dietary preferences, and current promotions available within the app.Also we added Personalized Greeting for Enhanced User Engagement.

To give users greater control over the quantity and size of surprise packages, we have introduced a packaging size option.  This feature allows users to select a package size that matches their consumption needs, helping to minimize food waste. Additionally, opting for a smaller package results in lower costs, offering users a way to save on expenses.To further enhance User experience, we have added more photos of the offerings.

To enhance user engagement with the app, we designed a gamification system incorporating elements such as scoring, challenges, badges, and leaderboards. By analyzing competitors and feasible options, we developed a rewards system where users can earn points through various activities and unlock different prizes.Additionally, we decided to transform the Browse page into a Rewards page, because that the filtering system was moved to the Discovery page and the two pages had effectively merged.

To improve users' access to package collects , we have extended the collecting time window and introduced a flexible pickup time option. This feature allows users to schedule collects until the store closes, providing greater convenience and accommodating varied user schedules.

To improve user awareness, particularly regarding supermarket surprise packages, we have proposed that clearly categorizes the items within each package. This allows users to make informed decisions based on their allergies or specific needs.

To increase user trust and enhance decision-making, we proposed a two-way feedback system. This feature facilitates direct communication between users and the platform, allowing for mutual input and improving overall user confidence in the service.

Validation

3 rounds of moderated tests informed iterations that helped refocus on functionality and usability.

We asked the participants to complete several scenarios and observed their movement patterns, mental models and ability to complete their goals. Through multiple rounds of feedback, we were able to decrease the cognitive load from our users and make key information more accessible at a higher level.Based on our findings, we implemented several critical changes to enhance the user experience

Final Design

Key Takeaways

  • It's crucial to identify the initial reason why users are drawn to the app. By consistently reminding them of this motivation, we can increase the likelihood of their return to the app. Users are less likely to return if they feel their primary reason for using the app is no longer being fulfilled.
  • Contrary to our initial assumption, a significant portion of the app’s user base is not driven by environmental concerns. Instead, many users are busy individuals who are attracted to the app for reasons such as convenience, the element of surprise, and cost savings.