Enhancing Awareness & Engagement of GIVA Wallet
Design Timeline
2 month
Including BE& FE
Team members
5
Product, Design, Dev
Role
Product Designer
Problem
How can we boost GIVA Wallet awareness and engagement to help users track spending, save more, and shop smarter?
Final outcome
Integrated GIVA Coins and GIVA Cash across key touchpoints to enhance GIVA Wallet visibility, simplify money management, and maximize user savings
Impact
0.25 mil
User Adoption after redesign
22%
Increase in Gold Products Purchase
Understanding GIVA wallet
What is GIVA wallet?
GIVA Wallet is your one-stop digital balance that combines GIVA Cash and GIVA Coins.You can use both to save more on every order.
How Do You Earn GIVA Cash & GIVA Coins?
GIVA Cash
Added by recharging your GIVA Wallet.
Can be used directly like money at checkout.
GIVA Coins
Earned as cashback (2.5%–5%) on every GIVA Cash recharge.
You get GIVA Coins worth 20% of the order value on every purchase.
Earn GIVA Coins by completing tasks under GIVA Crown (GIVA’s loyalty program).
GIVA wallet’s target user
The Loyal Customer
"I always research extensively before making a purchase and make sure to look for discounts, offers, and cashback options to get the best deal."
What is the problem ?
Despite offering real monetary benefits, 60% of users were unaware of how GIVA Wallet worked ?
How is it affecting the business ?
Confusion around the GIVA Wallet is costing revenue and loyalty. With 60% of users unaware, missed incentives mean fewer repeat purchases and lower retention.
Getting to the Cause of the Problem
To understand why users weren’t engaging with GIVA Wallet, we conducted:
12+ Usability testing
4+ Competitive Benchmarking
Mapping Pain Points through Usability Testing
Usability findings
What’s Not Working with the Flow Today?
Product detail page
GIVA Coin information wasn’t prominently displayed on PDP, PLP, and the cart page
Recharge Friction Points
Fixed recharge amounts for GIVA Cash created friction, making users hesitant to recharge.
GIVA Wallet page
What we learnt from other products?
Key Pain Points
Unclear discount application
Users didn’t realize GIVA Coins were automatically applied at checkout as discounts.
Poor information visibility
Wallet information wasn’t prominently displayed on PDP, PLP, and the cart page
Inflexible recharge options
Fixed recharge amounts for GIVA Cash created friction, making users hesitant to recharge.
How might we
Enhance GIVA Coins and GIVA Cash visibility, clarify recharge savings, and offer flexible recharge options to reduce friction ?
GIVA Wallet Recharge: Scalable UI Component Design
The tiered cashback system excludes products under ₹2500, yet most users have an Average order value of ₹1700-₹1800. Placing clear cashback incentives on the wallet and product pages can guide users toward a ₹2500 recharge, improving decision-making, enhancing transparency, and increasing AOV.
GIVA Crown Benefit Strip Addition
The GIVA Crown strip should effectively capture user attention by highlighting the benefits of purchasing a product while maintaining a seamless shopping experience. It should motivate users to buy without creating unrealistic expectations about how and when they will receive incentives.
Creating scalable component for Product Listing Page
Flexible GIVA Wallet Component System for Festivities
Improving Recharge Flexibility
Inconvenient recharge flow
Quick & Flexible recharge option
OLD EXPERIENCE
NEW EXPERIENCE
Simplifying GIVA Coins transaction preview
OLD EXPERIENCE
NEW EXPERIENCE
GIVA Cash Recharge Incentives for Varied Spending Tiers
I designed a dynamic cashback system to incentivize GIVA wallet recharges, tailoring rewards based on recharge amount. This approach aimed to address the challenge of low average recharge values and improve user engagement.
By introducing this tiered rewards system, we aimed to :
💸
Increase Average Recharge Value
Motivate users to add more funds to their wallets
🎉
Improve User Retention
Reward loyal customers with higher cashback rates
⚡
Simplify the Recharge Process
Clearly communicate the benefits at each tier
Learnings
🤝 Collaboration is the Key
During this project, I worked closely with Founder, Product Managers, Front-end Engineers, and Backend Engineers.
Collaboration with both frontend and backend engineers is crucial for project success, ensuring that design concepts are feasible and align with technical constraints.
🗒️ Importance of Documentation
It’s essential to document every design decision; this not only provides justification for your choices but also lays a crucial foundation for future iterations and improvements.
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