AQUARIUS ACTIVE HYDRATION DRINK
Launched in 2016, Aquarius (a brand of coca-cola) is a refreshing beverage with essential salts and minerals targeted at young and urban consumers who are active-minded and lead active lifestyles.
ROLE
Create graphics & UI for campaign landing page to launch the product.
PLATFORM
Responsive Website
TEAM
Ui Designer (Me), Creative Director, Client Servicing Rep, Content Writer, Tester and a Developer
DATE
Dec 2016
THE TASK
Create a campaign landing page on Snapdeal.com (E-commerce website) introducing Aquarius, giving details about the product and a promotional offer to buy an Aquarius bottle and get a sipper free.
HOW DID WE MEASURE SUCESS FOR THE PROJECT?
BUSINESS OUTCOME
-
Increase user registration by +50%
-
Increase the number of unique bookings by +30% and repeated bookings by +20%.
-
Improve SEO and site performance
UX GOAL
-
Increase usability by making website available, clear, credible, learnable, and relevant
-
Creating a flexible framework that adapts to size and design maturity over time.
REDESIGN BUSINESS IMPACT
Reduced bounce rate by -14%,
Increased average user session by + 25 secs,
New user registrations increased by +68%.
Translating to positive growth in monthly user volume and revenue.
ORIGINAL DESIGN
DISCOVERY
User frustrations & pain points?
Based on stakeholder interviews, user interviews & email surveys.
-
Gap in service expectation Vs service performed.
-
Repeated follow-up to know the details of service professional assigned to there job.
-
Information on website is confusing.
-
Scared to put credit card details.
-
Amount shown at booking is different than the amount charged.
DISCOVERY
Data-based Design Challenges
Based on Google Analytics & Hotjar
Building on the brand communication of loose nothing. The banner and campaign landing page has a clear distinctive layout following brand guidelines and imagery focusing on the need and benefit of the product as-well as highlighting the promotional offer.
THE REDESIGN
A simple modern approach.
THE REDESIGN
Dynamic Upfront Pricing
To be transparent and reduce pricing surprises for the user, we adopted dynamic pricing module with breakup of cost. Also clear and direct content was provided for any additional charges that need to be communicated to user before a booking is made.
THE REDESIGN
Provide Information. Gain Trust.
By providing relevant information & icons about our services, inclusions and exclusions, our benefits and safety, assuring them of their transactional security. Which helps in setting a user expectations on what to expect from our service before booking it.
THE REDESIGN
Make Interactions Delightful
Creating delight for a user to make the product more enjoyable and easier to use. This also provides immediate feedback to the user based on actions they’ve taken. Thus encouraging users to interact with the website
CONSTRAINTS & TRADE-OFFS
Had to keep the mix of old & new website. In order to minimize development time we had to prioritize what sections of the website need to be redesigned for our MVP launch. Homepage, account creation and individual services were given P1 and redesigned from the ground up, while existing about us, career page and gift card page were slightly visually tweaked for the launch.
MY LEARNINGS
We wanted to minimize the content and instead directly lead user thru the booking process. But I realized that simpler is not always better. In this case, leaving more information visible helped our users make an informed decision to book a service more confidently. Thus reducing cancellations due to false exceptions from a service.
