Making the value proposition clear

FAWN is an e-commerce app with a mission to help people discover the best local spots. Users can purchase food (coffee and baked goods), items and event tickets directly in the app and pick them up in store.

Having a lot of success enrolling merchants to the platform, converting users was a different story. Fawn's founders approached our team of 4 designers looking for help as there was a high number of app downloads, but a very low conversion rate that led to a low number of purchases.

Identifying the problem

Through user interviews, card sorting and usability testing we discovered that first time FAWN users were not clear about the value proposition of the app. They didn’t understand the posts in the newsfeed, had a difficult time finding items/events of their preference, and didn't understand that any items purchased in-app needed to be picked up in store.

Approach

We did a design studio and brainstormed different ideas to tackle the pain-points discovered on the user research. We started with sketches, wireframes, and LoFi designs. Based on feedback sessions with the founder and users, we went through four different iterations until our final deliverable.

• POSITIONING

We suggested alternative copy for the app-store description, the app and the website to align user expectations and clearly explain the value prop and why the user should use FAWN. The new copy uses language that highlights the values mentioned by consumers and merchants during the research phase.

• ONBOARDING

We provided the founder with sketches, wireframes and Lofi designs for a new onboarding experience that would help reduce the cognitive overload that the users experienced with the current onboarding with the intention to plainly explain the value proposition of the app and how to use it. At the founder’s instruction, we redirected our focus exclusively to the newsfeed.

• NEWSFEED

The newsfeed needed a total UX design makeover. We focused on surfacing relevant content to the user, providing clear posts with easy to understand intent and description and review the value of current information in the feed like view count and deal countdown.

Validate

In our final round of testing, we determine our design changes have been successful helping the users understand the value proposition and the posts: