Improved Maps
Background: Whilst exploring customer journeys, I observed that users who have received a Smartbox giftbox (Beneficiaries) use the Map feature to explore experiences around their current location.
Problem statement: How might we make it easier for Beneficiaries to find the experiences they wish to book?
Stats
Beneficiaries - Customers who have registered a giftbox
- On App Experiences listing page, we found 81% users interact with the Map floating icon. which means 8/10 Beneficiaries have used the Map to explore experiences around their/a location
- The Map feature on the App has a multitude of limitations, is choppy and is not user-friendly
- On mobile experiences list page, 16% users interacted with the map (click recurrence of 6.85 per session) & desktop was 12%
- Whilst traffic was distributed equally between desktop & mobile website, people who interacted with Maps (1.25% of total users) generated 61% more revenue than those who didn't
Potential KPIs
- Increased customer engagement
- Quicker bookings and improved customer satisfaction
- Increased conversion rate
Competitor research & benchmarking
We explored in detail 12 competitors, including Apple's native maps and focused on:
- Maps vs menu vs vignette ratio
- Pins styles and information
- Vignettes styles and variations
- Filters, including radius from current location or search proximity (diameter)
- Interactions fluidity
Competitor benchmarking: Screenshots & analysis
Current booking journey
Our current booking journey across platforms had too many steps and problems with availability. Again, Search was focused on location instead of giving customers options to explore the kind of experiences they wish to see/do. Before we shared the stats, the Map was not considered important enough to be experimented on, even as a POC.
First part of current booking journey
Opportunities based on Maps stats
- Better Maps will lead to more conversions and better AOV
- Improved Maps will encourage Beneficiaries to explore experiences more. To this, on the App, we could bring forth the Maps to become more use friendly with seamless interactions
- With improved Maps, we'd expect to see rise in BV by 39% by those who use the map
- Improve Map pins and tag all interactions, to enable personalised recommendations in the future
- Upgrade our current vignettes designs
Potential prominence of Maps across journeys
With the stats came the importance of Maps, spanning across journeys and platforms.
But the question arises: Unless a customer is buying a gift for themselves, would it matter how far from the current location the experiences are? It's a 60 (yes)/ 40(no) split. So for the Buyer journey, there are still much to consider.
Therefore we'll focus the rest of the project on Beneficiary-land.
Potential journeys until checkout
Wireframes
Months of explorations of information hierarchy, tabs vs pills, new page vs optional page, how to show vignettes, when and how do we transition to list view etc.
The wires were user tested multiple times and the most suitable journey was beginning to take shape.
Detailed components
We dove deep into tearing apart every element on the page and scrutinising on how it could be made more effective. Each of the changes would become part of a larger CP and some of the changes would be considered as BAU. We also made a list of XP (experience) Killers, which needed to take higher priority and fixed asap.
Designs
Every use case, with Tech, was dwelled into in utmost detail. The designs span across app and website, with the desktop splitting the screen between Map & List within a single view.
Results:
Due to the combination of increased experiences visibility, easier navigation and more relevant results
- 40% YOY increase in upsell on web
- More choices, showing x2 the results
- New record 'search to book' ratio of the last 2 years
- Best BV day in Mar 2024, of the last 2 years
. Best BV month of the last 2 years
Based off stats born out of auditing our Beneficiaries customer journey on the App, this project has snowballed into a whole new product line exploration based on successes we had as we iterated, implemented and tested these insight driven designs.
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