Hero image of dropdown cards.
Contents
OverviewFinal ExperienceProblemResearchGoalTarget UserDesign Solution | 1Reflection

Burpple Beyond: Deal’s T&C visibility

Improving an important step for users when considering a deal: the terms and conditions.
Overview

Burpple, a food discovery and review platform, includes a dining subscription called Burpple Beyond. The subscription offers exclusive 1-for-1 deals and percentage discounts at selected partner restaurants on the Burpple app.

Responsibility

I partnered with my product manager and product intern to conduct comprehensive UX research focused on improving the experience of the Beyond subscription on the app. I was also responsible for drafting wireframes, conducting usability testings, and finalizing the design files with the updated design solution for developers.

Team
Ally Tan
Sean Teo
Timeline
Mar - Sept 2023
Role
Product Designer
UX Research

Final Experience

Implementing a dropdown feature on the deal cards for faster visibility of the T&Cs.
How did we get to this solution?
Problem

Considering a deal = high effort

Users are needing to put in extra effort to consider a deal due to the lack of immediate visibility of the T&Cs, further aggravated by extended loading times. This combination results in a long and cumbersome browsing experience for users.
Pinpointing the issues
Phone screens displaying the issues with the current journey on viewing the T&Cs in a deal.
Research

How we found the problem.

Our team conducted user interviews and sent out surveys to understand the problem.
Objectives on research
  1. Browsing journey → We asked users to share their browsing experience on the app (where does the consideration to use a deal come in?)
  2. App feedback → We asked users for all types of feedback relating to the Burpple app or subscription product.
Key insights
Number one icon.
Lack of transparency
This frustrates users because they have to take the extra effort to consider and understand a deal.
Number two icon.
Slow loading time
The current app sometimes has a slow loading time when a user is directed to a different screen.
Number three icon.
Influence of deals
If a deal hinders the opportunity to fully enjoy an experience at a partner restaurant, users will feel the deal is not ‘worth it’.
Design Goal

Fast access to T&Cs

Provide instant access to the terms and conditions of a deal to minimize disruptions and inconvenience of navigating away to a new screen and enhance a user’s overall experience.
Design

Changing the component

After hearing our users' struggles with considering a deal, I reflected on the current design of the deal component. It became clear that I needed to reconsider the current design to reduce the high effort required to access deal details.
Taking a look at the current design
Screens displaying the current design problems on viewing the T&Cs in a deal.
Number one icon.
Limited information
The current deal card does not provide enough details for users to reach a decision on using a deal.
Number two icon.
Extra step
All the important details users are looking for are on a different page.
A matter of reducing steps— Carousel vs. Dropdown
When speaking with internal teams, we were deciding on two possible solutions for the component update. We decided to reach out to users and hear their comments regarding both designs.
Design A
Changing the component from a button to a card format that includes the T&Cs upfront, eliminating the need for users to click in for further details. These cards will be arranged in a carousel layout, allowing users to interact with them.
Hi-fi wireframe on design solution A with the carousel design.
Green thumbs up icon
View all details and information per deal at once.
Thumbs down red
Scrolling to see the rest of the deals already feels like a high-effort task.
Thumbs down red
Too much information presented at once.
Thumbs down red
Difficult to view the different states (redeemed, locked, unavailable).
Design B
Changing the component from a button to a dropdown, enabling users to click to expand and view the T&Cs directly. This approach would eliminate the loading time associated with navigating to a new screen.
Hi-fi wireframe on design solution B with the dropdown design.
Green thumbs up icon
A faster alternative to viewing the T&Cs.
Green thumbs up icon
Users have the control to decide on viewing the T&Cs or not.
Green thumbs up icon
A sense of order from viewing the deal title to the T&Cs.
Green thumbs up icon
Maintains similar design and layout from current solution so users won’t have to familiarize themselves with a completely new design.
Star icon
Design selected
Design B - Dropdown
During usability testing, 100% of the users preferred the dropdown design because it gave them control over whether or not to view more details about a deal. Design A felt too cluttered and overwhelming to navigate.
Visual design— Specifying a new component
I made sure to include specific details within the document design for ease of development including states and design specs.
Dropdown component statesDesign specs on dropdown component.
Final Design

Quickly view a deal’s T&Cs.

Utilize a dropdown function to quickly assess the terms and conditions that comes along with a deal.
Hero image of dropdown cards.Hi-fi wireframes on the previous and updated design solution in phone mockups.
Response

A highly needed change

During user testing, we found that every user clicked on a deal to learn more, showing a common interest in confirming deal details and terms. While users didn't specifically mention the dropdown, their quick assessment of displayed terms suggests that implementing this update could be beneficial.

Reflection

With this being part two of a bigger project, there were some learnings and challenges I gained and I hope to apply to projects later on.
Challenges
Limited engineering resources
There was limited engineering resources so a lot of designs had to be within the bandwidth of the engineers we were working with - but this was a fun challenge to exercise how far we can do to change the UI.
Learnings
Small change is still change
I feel like it’s often viewed in product design that a complete revamp of a product will bring a new and improved experience for users. However, it was through this project where I felt even through the small changes a user’s experience can greatly improve.
Contact
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© Orlie Suverza Baek 2024