Product Designer
Design, Tech, Product, Analytics
Background
This project covers the self serve ads creation for the Gofood merchants, there are two ways in which the ads campaign can be created - via self serve (gobiz app) and via sales assisted channel (sales team).
Why build self serve flow?
FOR MERCHANTS
Before the introduction of the selfserve flow the merchants used to depend on the sales assisted channel to run the campagins, by intorducing self serve creation flows merchants can run campagins on their own without depending on the sales executives.
FOR BUSINESS
By launching self serve campaign creation business can target more merchants, sales team is limited in number hence for it’s challenging to onboard more merchants to run campaigns. By self serve, merchants can themself create campaign which leads to more revenue
Who are the users
Go-Food Managed and Un-managed merchants
Increse campaign booking rate
Increase merchant satisfaction score
Design process
Direct Competitors
Grab Food
Shoppee
The ad creation flows of direct competition was evaluated and did an excercise on how might we provide more value to the merchants which will be different from competitors.
Pilot Version
The pilot version which was live on the app with access to limited merchants was also evaluated as part of the research, got insightful information on how the flow can be made better. The pilot version experienced massive drop off around 90% starting from the very first screen.
Insights
Merchants are not reading the educational screens / Onboarding screens
Lack of merchants’ understanding the budget and clicks
Lack of merchants’ understanding regarding how time slot works
Merchants are unaware of the placement of their ads
Lack of merchants understanding regarding the ads budget and how would it be
deducted
Actions
User flow
Considering all the painpoints each of the screens are creafted carefully and ensuring all the painpoints are catered.
After the critique from internal and external teams the wireframes are converted into the high fidelity designs. All the painpoints have been taken into consideration and addressed in the flow.
Category ads creation flow
Since the framework will be same for both the ad types, below shown flow is for category ads you can safely assume that the flow will be similar. However the designs for partner jempolan is also attached below
Ad creation
Partner Jempolan Flow
Since the framework is almost the same for both the ad types, the flow is not explained in detail here but these screens will give an idea about what are the differences between both the ad types.
Category Ads
Campaign booking rate
198% (+74%)
Daily active merchants
6120 (up from 4453)
Merchant satisfaction score
78% (+23%)
Partner Jempolan Ads
Campaign booking rate
431% (+168%)
Daily active merchants
4536 (up from 3169)
Merchant satisfaction score
77% (+13%)