Daraz Special Campaigns
Background & Objectives
Daraz Special Campaigns provide users with exclusive low-priced goods and special promotional mechanisms. Instead of letting the sellers to determine the prices of the goods, the promotional mechanisms designed by Daraz took full control of the prices in order to ensure that they are the lowest. These promotional mechanisms used by AliExpress (“Choice” program) were proven effective in encouraging users to develop the habit of basket building, and thus increase the AOV of the entire platform.
Role & Responsibilities
2023-2024 Lead Designer
- Align business logic and requirements from business stakeholders
- Derive design strategies to translate complicated business logic into simple user journeys
- Craft animations and visual assets to enhance user engagement and conversion
- Deliver the 0-1 design of the Most Lovable Product within strict timelines
- Conduct user testing to verify the effectiveness of the design
Business Requirements
One of the key design challenges we face when designing Daraz Special Campaigns is to understand the complicated business logics and rules behind each promotion, and present them to the users in a simplified, understandable and attractive way. We also need to understand the potential future use cases in order to provide a scalable solution.
Design Strategy
After understanding the business logic and the potential product requirements to support its customisation. I’ve derived the following design strategies in order to achieve the optimal consumer facing experience:
- Engage Users through Gamification
- Simplify Business Logic
- Keep Users in the Loop
Engage Users Through Gamification
One of the key objectives for the special campaigns is to help users develop the habit of basket building. Therefore, both Any 3 and Buy More Save More encourage users to add multiple items before they check out. This results in a longer user flow. In order to facilitate users, especially first-time users, to complete the process, it is crucial to keep users engaged on the next task until they complete the entire order.
A gamified experience can effectively attract users’ attention through entertaining elements and make the lengthened user journey more relaxed.
Simplify Business Logic
Complicated business logics should not be displayed to our users directly. Instead, we need to reduce the complexity, hide unnecessary details and use appropriate visual elements to represent the promotion mechanisms in an easily understandable way. The special value propositions of each promotion should be highlighted in order to drive users to purchase with the most attractive information
Keep Users in the Loop
In order to keep users engaged during the entire purchase experience, special considerations are made to prevent users from drop-off in the middle of the flow. Some of these considerations include re-directions and confirmation pop-ups.
Consolidated UX Patterns and Design Assets
After extensive user testing and alignment with business stakeholders, the optimal page layouts reached a balance between screen efficiency and attractiveness, allowing users to see navigation, key selling points, product highlights and SKU categories all within the 1st screen.
Standard UX patterns and page templates are consolidated for future usage.
Other Iterations
We conducted extensive user testing and collaborated closely with the marketing team to refine the content and timing of our promotional animations.
Through the rigorous process, we ensured that the final product aligns seamlessly with user preferences, branding guidelines and marketing strategies.
Here are some examples of other iterations that we’ve developed.
Performance Evaluation
1 month after the launch of Any 3 and Buy More Save More, we have received overwhelming positive feedback from our users. Together with FlashSale, the special campaign products contributed to 15.8% of the total GMV of Daraz.
The average drop-off rate of special campaign orders is 45.2% less than normal orders.
In the meantime, we also received negative user feedback regarding the long delivery time for cross border products. Moving forward, we are planning to display the cross border delivery time more clearly while still trying to find a way to maintain the low drop-off rate during orders.
