Decathlon Gift Card Wallet

Project Overview

How are users able to add new giftcards to “My Account”?

Project: Decathlon Gift Card Wallet
Role: UX Designer
Platform: Website, App with Web view
Primary Tools: Figma, google doc, Medallia
Duration: 2 months

Decathlon has recently undertaken a significant update to its brand identity and has successfully unified its country-specific websites across the APAC region. Today, our customers have the possibility to easily add their giftcard (e-giftcard + store giftcards) to their wallet (or it is automatically done in case of commercial gesture) and retrieve them online/on the App to scan them during their store purchase. With the migration to APAC website, the wallet feature is relying on the Membership Account dashboard, which only lists out Membership redeemed gift cards. Our primary objective is to enable users to seamlessly access their gift cards directly through the app, facilitating their use in physical stores.

Users weren’t able to use any active cards or able to retrieve their past gift cards on the new revamp website. However our local business and digital product team are only able to find out about this feature 2 months before the scheduled revamp launch date. The following case study may not be the most detail as it required minimal research effort and local team have limited autonomy to make product enhancement.

Problem

Users are unable to use the giftcards they’ve gotten previously, they’re only able to access the membership gift cards that were available due to the points they’ve redeemed. How can we give them access on the active/past gift cards?
For new commercial gift cards, how are users able to add them onto the wallet?
What are some mandatory information that’s needed for store teammates to acknowledge and verify this gift card if it encounter any user problem on scanning?

Solutions

On both website and app, we will need to design solutions where users are able to retrieve any past giftcards that were used, expired, redeemed, and unused.
Currently users are only able to add them through our CX representatives’ help, it’s important to mature the product feature where users are able to automously add gift cards.
Some mandatory information is the gift card number, balance, expiration date, existing active gift cards — and will need to incorporate that on top of our existing design systems

Discovering Problems based on Business Needs

Business teams have identified this as a significant and pressing issue prior to the launch, recognizing that gift cards are an essential component of our operations. Gift cards play a vital role in fostering our B2B interactions and are frequently provided by our customer experience team as a gesture of goodwill and courtesy. Therefore, we absolutely need to consider various improvements and enhancements before the launch.

YESTERDAY: With old web and app, our customers have the possibility to easily add their giftcard (e-giftcard + store giftcards) to their wallet (or it is automatically done in case of commercial gesture) and retrieve them online/on the App to scan them during their store purchase.

TODAY: with APAC revamp, the wallet feature is relying on the Membership Account dashboard, which only lists out Membership redeemed gift cards.
(Temporary solution: Store CX need online CX’s help with manual process to retrieve user gift card details, hardly operable with large scale)

Pain Points/Frustration:

User no longer able to use gift card in store, which represent 76% of total gift card usage, and 24% of gift card usage online.
User lose convenience to add and save physical/digital gift card in their wallet for future usage.
User cannot remove giftcard in their wallet (If need to add to other account or expired giftcards etc)

With a brief affinity mapping on the brainstorm sessions with the business stakeholders, we were able to quickly identify 4 type of gift cards available as part of our business:

Commercial Gesture (CX Team uses it to return products or work with unhappy customers)
Gift cards that could be bought in store
Membership Points that redeemed into gift cards
B2B that companies wanted to purchase digitally for their own usage

Quick Affinity Mapping to see what mandatory information should be included into each status of the gift card

Want:

Able to remove a gift card
View usage history for each giftcard

Need:

Allow user to VIEW all giftcards added before or redeemed through membership + card details (number, balance, expiry date) and barcode to be scanned for payment in store

This gift card wallet customer journey is rather simple as following:

Mid Fidelity Prototype

As a result of only adhering strictly to the design system with very limited creativity, there is consequently not much development of a mid-fidelity prototype. Instead, the process moves directly from the initial concepts to creating a high-fidelity prototype. However, as shown below are some individual shots of the semi-high fidelity prototypes.

High Fidelity Prototype

Since gift cards are all shown at the check out funnel, there’s not much development for desktop page since it’s to only check remaining balance

UAT Testing + Launch

For this project, there was only UAT testing then launch.

Primary KPI

Business: Gift card usage rate in store (# of giftcard usages in physical stores)
- Weekly giftcard usage +26.8% in amount
- Refunded gift card used in store increased significantly +498%
- 180% in number of giftcards
CX: Customer inquiries/complains on related issues and NPS, in-store and online
- reduced hugely for inquiring about gift card details

Secondary KPI

Redemption Rate: Percentage of vouchers and gift cards redeemed via the Wallet Page. (TBC)

Behavior KPI: Wallet usage rate on view, add, delete etc
- 3.8K pageviews since launch; 248 pageviews/day (2weeks)

Overall, the gift card wallet feature has been launched successfully on Android Oct 22nd and iOS Oct 23rd