PackAge+ Service Redesign: design a portal web with a reward system to intrigue potential users' motivation
Duration: June 2021
Tool: Figma, Googlemeet
Team: Cai-Ling Wang, Yu-Hsin Chou, Yi-Chi Chung
My Role: User research, UX design, prototype
Project Overview
PROBLEM
PackAge+ provides eco-friendly reusable package bags with a recycling system that enables the bags to be delivered to the online-shop owner and returned by the online-shop customer. However, the recycling rate of the bags meets only 25% during its two-month trial in 2021.
OUTCOME
After analyzing the PackAge+ service with psychological theories, we created a web portal with a reward system to motivate people to join the service and recycle bags.
Problem Define
To get to the root cause of why users fail to rent and return the bags, we used three psychological theories and methods to analyze users' behaviors
01. Intrinsic motivation
Intrinsic motivation is believed to change human behavior when providing autonomy, purpose, and mastery. We believe that PackAge+ fails to provide Mastery for users in the service
PackAge+ service lacks Mastery to motivate users
02. The element of value
Proposed by Brain& Company, it is used to evaluate the product's value for users as it influences their willingnesses to use it. From functional, emotional, life-changing, and social impact perspectives, PackAge+ only achieves 8 out of 30 elements. (For the diagram please refer to the Conclusion section for the before-after comparison)
03. The Fogg Behavior Model
The idea and service are definitely worth spreading and implementing. However, the system exists with high frictions and not-great-enough motivations.
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How might we create a reward system that benefits every user?
Solution
A portal web provides rewards for consumers and brand exposure for shop owners.
MERCHANTS
do not have to pay to get listed, but only need to replace some portion of their packaging with PackAge+'s bag. This saves money for marketing and branding which are crucial for new brands. Besides, shops can join the reward system to gain more attention by providing coupons or deals.
CONSUMERS
will be rewarded if they visit the shops through our platform and agree their purchase to be packed with PackAge+. After returning bags, they will receive a credit which can be redeemed for the rewards.
The redesigned cycle of Package+
INCREASE CONSUMER INVOLVEMENT
01. QR Quiz to intense the interaction between users and service
02. Customized sealing stickers for shops to enhance brand identity
WEB PORTAL & REWARD SYSTEM
The portal website works like Shopback, it displays all the brands that collaborate with PackAge+, and directs the customers to their own websites.
Customers will be rewarded if they purchased through ECOmmerce and returned the bags, while shop owners will gain exposure by defaulting their packaging with PackAge+.
From online-shop customer's perspective:
01. SHOPPING WITH DEFAULT SETTING
Reducing the effort for customers to select their goods packed with PackAge+
02. QR QUIZ & BADGE
Each bag will be attached with a QR eco quiz. Customers can answer by scanning the code, and win the credits if their answers are correct. By earning more credits, customers will get higher profile levels or badges and gain the credits with a bonus each time.
By scanning the code, users can answer the quiz for reward
03. QUICK RETURN & INVOLVEMENT
When returning the bags, customers simply scan the QR code on the returning spots and the bags. Also, customers will receive a report about their attribution to the environment, which engages their relationship with this service.
04. CREDIT REDEMPTION
The credits accumulated from using PackAge+ and participating in QR quizzes can be switched to products or coupons which are provided by shops.
From the shop owner's perspective:
01. PACKAGING WITH BRAND IDENTITY
Customized sealing stickers to enhance brand identity. This service is included in the monthly fee for the first 3 months, a reasonable price after the period.
We provide a monthly subscription service, so the shop owners have no storage cost of packaging. PackAge+ will deliver the corresponding amount of anti-collision bags requested by the shop's owners.
02. FREE EXPOSURE
By using PackAge+ packaging, the shops will be listed on the E-COmmerce with many worldwide famous brands which are also delicate to reduce the environmental impact,
such as M.A.C, Apple, etc.
Conclusion
After redesign, we successfully add 8 more elements to the PackAge+ service, which means we increase the value of PackAge+ service to the customers and intrigue people to use the service
What I Learned
DIFFERENT PERSPECTIVES
PackAge+ service highly depends on the effort of two types of users, end-customers and shop owners, so it is important to consider both sides. However, the emphasis on shop owners was not addressed as much as the online-shop customers as we are more used to taking ourselves as customers. The project will be more complete if we consider the factors that contributed to the online-shop owners' decision-making process of picking the packaging.
COMMUNICATION & TEAM EFFICIENCY
Due to the pandemic, this is my first time working on a project with partners totally online, and we had a great time collaborating together. Our project worked smoothly because we expressed our thoughts freely and everyone in the group is aware of others' assigned tasks and ready to help at any time.