Improving the Purchase Flow and Creating Cross-selling Opportunities
Designed end to end batch purchase solution that increased Physics wallah’s revenue by 46%
Physics Wallah
Himanshu (Product Designer)
Project Outline
Overview
01
About the project
02
Key deliverables
03
Goals of the project
Order Summary & Coupons
04
Pain points
05
UI screens
06
Impact & Result
Order Confirmation
07
Pain points
08
UI screens
09
Impact & Result
Overview
About the Project?
This project is related to enhancing the user's full purchase journey after deciding which batch to purchase.
It focuses on improving the batch purchasing experience and creating more revenue opportunities for the business to increase the average order value.
Key Deliverables
This project is divide into 3 parts
Order Summary
Redesigned the existing order summary page and creating cross-sell opportunity
Coupons System
Provided a capability of discount coupons and designed coupon flow.
Order Confirmation
Reduced customer queries regarding the purchase status and created cross-sell opportunity
Objectives we wanted to fulfill
👉🏼
Increase revenue
👉🏼
Increase average order value
Order Summary
👉🏼
Reduce support team effort
👉🏼
Reduce lead to conversion rate.
👉🏼
Increase usage of coupons and improve discoverability
Coupons System
👉🏼
To reduce user queries
👉🏼
Create a revenue source for store items
Order Confirmation
Order summary and Coupons
Pain points in Current design
Business Side
Order Summary Issues
Ineffective cross-selling of PW store products
No capability of add-on purchases
No combo sales flexibility
Coupon Issues
No solution for brand tie-up coupon opportunities
Minimising counselling efforts by support team
Reduction in lead maturity time through coupon section optimization
User Side
Order Summary Issues
Overwhelm by a list of products in frequently bought screen
No clarity about frequently bought items
No way to remove fbt from order summary screen.
Confusion arising from total amount discrepancy
Can’t buy store items (eg-books) with batch purchase.
Coupon Issues
Struggle to determine the most suitable coupon
Often resort to contacting counsellors or watching PW’s YouTube video to obtain information about available coupons
UI Screens
Old
FBT Screen
Old
Order Summary Screen
New
Order Summary Screen
Combos section
In combos section business team can simply use this ui or can upload a banner in the container
Coupons section
Now user can find all the coupons here to avail more discounts.
Bill section
An improved payment summary of all the items user is buying.
Delivery Address
Delivery address is shifted to a low focus area unlike before, just above the ‘buy now cta’. It will appear when there is physical item .
Add ons section
Users can buy PW store items or related items from here.
Combo Info Screen
Coupons Screen
Coupons Screen
Delivery Address Screen
2500
Khazana
Add
Khazaana
Get access to PW Star faculty's and Alakh sir’s old recorded lectures to enhance your exam preparation
OLD DESIGNS
NEW DESIGNS
Combo details bottom sheet
Users can get a detailed explanation of things included in the combo.
Recommended coupons
Here in this section we nudge the best coupon to the user.
Other coupons
In this section all other coupons such as brand coupons. bank coupons etc are available.
Coupons details
After clicking on more info user can read detailed information about the coupon applicability and validity.
Coupon code field
Users can use the coupon code if they already have one in this input field
Delivery details form
Improved the visibility of banner and used theme colours of batch plus
Himanshu
Impact of Order summary and Coupons
46%
Overall increase in revenue per user as compared to VD2.0*
40%
Increase in order checkout on app.
60
Crores
Earned from add-ons (frequently bought items section
Order Confirmation
Pain points in Current design
Business Side
Order Confirmation Issues
No cross-sell opportunities for low-ticket-size products.
To reduce the customer query effort as users ask about the status of their payment
No real estate to show marketing/user educational banners.
User Side
Order Summary Issues
Confusion regarding purchased items and their access points
Struggle to obtain invoices and often rely on customer support
Lacks clear guidance in cases of payment failure & pending, resulting in frustration and repetition of the purchasing process
UI screens
Thank you page
(success case)
Invoice CTAs
Download invoice and share invoice CTAs are given, to reduce customer queries regarding their purchase invoices
Cross sell section
An add ons sections is introduced here from revenue pov.
Info Banner Capability
Here any banner can be uploaded whether its instructional banner or promo banner.
Supplementary widgets
These sections can be used as per the requirement. for eg- in this if business wants to make user know about community then they ca use this.
List of purchased items
To make user see what all items he/she paid for and how they can access individual item incase they don’t know
Combo Info Screen
Coupons Screen
Thank you page
(Failed case)
Thank you page
(Pending case)
Track order details
A bottom sheet is given to see the order status of physical items such as books,stationary etc
Pop up video
A tutorial video is given to eduacate user how to access their purchased item (if they don’t know how)
Payment failed
A clear messaging is given to make user aware that their payment status is failed.
Payment pending
A clear messaging is given to make user aware that their payment status is pending.
Himanshu
Impact of Order Confirmation
27%
Decrease in batch related support query calls from users
12%
Decrease in purchased items related support query calls from users
UI IN MOTION
Prototype
The Prototype video contains representation of
following screens/ actions-
Batch Description
Order summary
Coupons
Order confirmation
Hey! I see you scrolled till here
Want to see web designs?
I also made designs for the web platform of this.
You can see it in a short prototype video.
Iterations
Here are some iterations of Order summary, coupons and order confirmation screen
Thanks for reading
Himanshu Bhardwaj
himanshu.bhardwajux@gmail.com