Exclusive perks & savings
Exclusive perks & savings
From foodpanda
iOS
Android
Responsive Web
Exclusive perks & savings
From foodpanda
iOS
Android
Responsive Web
01
What is Panda Pro?
What is Panda Pro?
Panda pro is a subscription program from foodpanda. Members receive exclusive savings by paying a recurring monthly membership fee. Subscribers are free to cancel anytime.
Panda pro is a subscription program from foodpanda. Members receive exclusive savings by paying a recurring monthly membership fee. Subscribers are free to cancel anytime.
02
What are we hoping to achieve?
What are we hoping to achieve?
Lift retention rates
Lift retention rates
Lift order frequency
Lift order frequency
Lift visits
Lift visits
02
What are we hoping to achieve?
Lift retention rates
Lift order frequency
Lift visits
03
About the project
About the project
The problem
We know from user interviews in the region that many of our customer keep several food-ordering apps on their phone and when they want to make an order, they comparison shop daily marketing offers from each app before deciding which one they are going to use. So our main opportunity was, how can we engender loyalty from these customers so we don't have to compete head to head for every order.
We know from user interviews in the region that many of our customer keep several food-ordering apps on their phone and when they want to make an order, they comparison shop daily marketing offers from each app before deciding which one they are going to use. So our main opportunity was, how can we engender loyalty from these customers so we don't have to compete head to head for every order.
Our hypothesis
We know from our data that one of the most compelling and effective ways to win these customers over is to offer free delivery. We reasoned that perhaps a subscription for free delivery would bring us to that top of mind position especially if it functions on top of our existing marketing offers.
We know from our data that one of the most compelling and effective ways to win these customers over is to offer free delivery. We reasoned that perhaps a subscription for free delivery would bring us to that top of mind position especially if it functions on top of our existing marketing offers.
My role
My role
Product designer
Product designer
Research
Research
Research
User Flow
User Flow
User Flow
UX Design
UX Design
UX Design
UI Design
UI Design
UI Design
Illustrations
Illustrations
Illustrations
04
Signup wireframes
Signup wireframes
Exploration
Exploration
Functionally, the signup page must enable users to compare plans & make a selection best suited to their ordering habits.
It also must be able scale to subscription configurations that accommodate anywhere between 1 and 4 plans.
Functionally, the signup page must enable users to compare plans & make a selection best suited to their ordering habits.
It also must be able scale to subscription configurations that accommodate anywhere between 1 and 4 plans.
Variation 1: Table
Variation 2: List
Variation 3: Carousel
Variation 2: List
Get regular discount vouchers
Unlimited deliveries
Unlimited deliveries
The more you order the more you save
The more you order the more you save
S$ 25 in free vouchers when you sign up
S$ 25 in free vouchers when you sign up
Exclusive deals
Exclusive deals
VIP delivery status
Cancel membership anytime
05
User testing
User testing
Goals
We sat down with some of our high frequency customers in Singapore and Bangkok to get feedback on the program offering and the design. We were interesting in getting insights regarding:
We sat down with some of our high frequency customers in Singapore and Bangkok to get feedback on the program offering and the design. We were interesting in getting insights regarding:
• Program attributes - value assessment
card sorting/ranking exercise
• Design layout & usability testing
click through prototypes
• UX copy
test copy variants
• Visual language
preference testing variants
Flow
Wireframes
Flow
Wireframes
Flow
Wireframes
06
Membership cards
Richly saturated membership cards gave us a quick way to convey exclusivity and loyalty. This aspect of the design presented me a rare opportunity to do some illustrations for the UI. The pink on pink give as an almost velvety feel to the signup screen.
06
Membership cards
Richly saturated membership cards gave us a quick way to convey exclusivity and loyalty. This aspect of the design presented me a rare opportunity to do some illustrations for the UI. The pink on pink give as an almost velvety feel to the signup screen.
06
Membership cards
Richly saturated membership cards gave us a quick way to convey exclusivity and loyalty. This aspect of the design presented me a rare opportunity to do some illustrations for the UI. The pink on pink give as an almost velvety feel to the signup screen.
This landing page, best showcases the final look and feel of the loyalty program pages.
This landing page, best showcases the final look and feel of the loyalty program pages.
This landing page, best showcases the final look
and feel of the loyalty program pages.
07
Follow up
Follow up
The initial performance was not great. Though we saw order frequency jump significantly for new subscribers, the overall impact was small because we had very few signups.
So we decided to do a second round of usability testing with the MVP, we learned that users were overwhelmingly suspicious of the terms and conditions.
The initial performance was not great. Though we saw order frequency jump significantly for new subscribers, the overall impact was small because we had very few signups.
So we decided to do a second round of usability testing with the MVP, we learned that users were overwhelmingly suspicious of the terms and conditions.
"Seems too good to be true…. Sometimes these programs come with strings attached. Like you can't use it on every order …"
"I'm looking for the information about how to cancel before I sign up so I know what i'm committing to"
"Can you use it at all restaurant or just some?"
So we did an A/B test with an additional "how it works" section which fully explained the terms and conditions. We had a statistically significant improvement across all the markets so we kept it. But this program was not an over night success.
So we did an A/B test with an additional "how it works" section which fully explained the terms and conditions. We had a statistically significant improvement across all the markets so we kept it. But this program was not an over night success.
It took months of localized experiments configuring the fees, and the benefits in each region to reach a solid performance. Once we had confidence in the offering, the marketing team started pushing it hard and finally we started to see the numbers we were hoping for. This loyalty program has been live now for the last 4 years and is still going strong.
It took months of localized experiments configuring the fees, and the benefits in each region to reach a solid performance. Once we had confidence in the offering, the marketing team started pushing it hard and finally we started to see the numbers we were hoping for.
This loyalty program has been live now for the last 4 years and is still going strong.
It took months of localized experiments configuring the fees, and the benefits in each region to reach a solid performance. Once we had confidence in the offering, the marketing team started pushing it hard and finally we started to see the numbers we were hoping for. This loyalty program has been live now for the last 4 years and is still going strong.