Lucky Draw game
A feature within Dealmoon App to draw more traffic.
Overview
Dealmoon provides all kinds of deal information to customers through APP and website. And Lucky Draw is a small function within the Reward Center with staff manually operates it.
With each play, Lucky Draw will bring a great number of clicks and visits to the Dealmoon App. So, the management team wants to build it as an individual function, to bring more visits and clicks.
Role
Product designer & Operation
Duration
Feb - Mar 2019
Team
One product manager and two engineers
Tools
Figma, Photoshop, Illustrator, Zeplin
Problem
Lucky Draw was a function under the reward center section for one year. Customers can use Dealmoon coins to participate the lucky draw game. The prize range is between Dealmoon coin to something worth $500. And there will be some special event during different season.
In our past experience, Every game will bring Dealmoon lots of visits and clicks. And after participating the game, customers tend to visit the deal pages, which is the main function of Dealmoon. So, in order to draw customers attention, and get more visits and clicks, management decided to redesign Lucky Draw as an individual feature. So, the question we have here is:
​
How do we design a Lucky Draw product?
Where to put it?
How can people encounter it?
Background
About Dealmoon
Dealmoon provides all kinds of deal information to customers through APP and website. Dealmoon is the NO.1 shopping community for Chinese people who live in the United States, which let customers share their lives and experiences here.
About Dealmoon Reward Center
Dealmoon reward center allows customers to use their Dealmoon coins to redeem gifts. Dealmoon coins can be earned by participating Dealmoon community, like sharing a post, etc.
Through primary and secondary research, we have finished the Lucky Draw product design, identified the location and the entrance for users to find Lucky Draw.
Results
Launched in
March 2019
​The usage rate of coins
↑20%
Participants per Lucky Draw
10,000
↑15%
​The number of shares to
social media per Lucky Draw
Business goal
Goals
Before we draw a line, we have defined our goal for the Lucky Draw feature from a higher level than the product design itelf. As it's only a feature in the main App, Lucky Draw has to fit into the big picture here.
-
Boost the coin usage rate.
-
Encourage customers to use Dealmoon App more.
Success measurement
For the Lucky Draw itself, we have set some success measurements before we actually build the product, so we can always bear the measurements in mind during the design process. In this case, we set the measurements based on the big goals we have settled. The participants and the number of shares can represent the usage of Dealmoon App. And the usage of coins can represent whether we have boosted the coin usage rate.
-
The number of participants per Lucky Draw.
-
The usage rate of coins.
-
The number of shares to social media.
Identify the tasks
Dealmoon is a 10-year-old App that has lots of functions already (deal post, shopping community, deal ranking, etc). For a new feature, the task is more than design a product, but also how to fit this feature into the App harmoniously without interfere the main design and the user experience.
Product design
Develop Lucky Draw as an individual feature within the Dealmoon App. Make sure we don't interfere with the main function of the Dealmoon App and the user experience of it.
Location
The location of the Lucky Draw App should be easy to find for the customers and dwells well within the App.
Entrance
As Lucky Draw should be a function within a complicated App, we should identify the pathways that customers can easily navigate to Lucky Draw in the App.
Dealmoon user profile
After 10 years of operation, Dealmoon has a very stable customer profile, which can be easily categorized as these three.
Task one: design the product
Customer research
As Lucky Draw is a pretty mature product that is used in many companies, and due to the limited time and manpower, we just have done a small scale of ask-around among our frequent users about their expectations for Lucky Draw.
“ I want to see a good prize, which can motivate me to use Dealmoon coins to participate. Otherwise, I don't want to waste my coins all the time”
“Probably you should have some small prizes, or coins for each Lucky Draw game besides the big prize, so users can be more motivated to participate”
"Maybe you should have a board to show who has won what prize, so I can know whether I have a chance to win."
"I just want an identical Lucky Draw that I can know what it is as soon as I see it"
Secondary research
As lots of companies are using Lucky Draw, so I have done some research to see how are they designing the product, how's their operation, and how're their customers' reactions. Here is Yami's lucky draw game page.
Title for this Lucky Draw game
Lucky Draw game
Other products to redeem at Reward Center
Rules and regulations of Lucky Draw
User task flow
After the primary and secondary research, I have a clear understanding of the basic picture of the game. In order to understand users even more, I started creating a task flow of an ideal path a user would take to participate in the game on the Dealmoon App.
Primary features
After creating the user flow, I have identified the main features of the Lucky Draw game.
​
-
Game page
-
Participate in Lucky Draw ​game
-
My Lucky Draw records
-
List of winners
-
How to make Dealmoon coins
-
Rules and regulations
-
-
Records page
-
Game information: title, prize, participation time
-
Personal information(for the winner): name, address
-
​
There are some features we will use. However, we don't need to develop ourselves, as Dealmoon already have them:
​
-
Share the game to friends
-
Sign in / Login
Low fidelity prototype
With a big picture in my head, I have created a low fidelity prototype. So the board members and users can have a more visualized way of Lucky Draw game, and make recommendations to it.
Test and iteration
Due to the limitation of time and manpower, we only tested this prototype with 5 Dealmoon marketing team members and 10 Dealmoon staff from other teams. All the main functions are pretty user friendly.
Only one function needed to be added: Prize confirmation.
​
This decision is made due to the concerns that: Because of various reasons(forget about the game, privacy safety concerns, etc.), customers may not share their personal information with us, in that case, we can't send the prize to them. However, with a winner already selected, other participants won't have the chance to win the game. So the prize is wasted, and it's not fair to other participants.
​
So, we have decided to add the function of prize confirmation. The winner has to confirm the prize and fill in all the information needed within 10 minutes of winning. Or the right will be canceled and the prize will be released back to the game.
Visual and UI design
For the visual part, I needed it to be easily recognized as a lucky draw game. For the color and font style, Dealmoon has its own rules and regulations to follow. So here is the general idea of how I want this product to look like.
Meet the product
After all the research and mock-up phases, we have designed the Lucky Draw products.
Lucky Draw main page
Game information:
-
Start & end time
-
Participating users number
Lucky Draw Game
My Lucky Draw Record
Lucky Draw winners and award
How to make coins
Rules of Lucky Draw
Task two: define the location
Proposal 1: Header bar
Pros:
​
-
The location is very easy to identify.
-
The workload for technique development is low.
-
The location is easy to change.
-
A totally independent feature with no connection to the reward center.
Cons:
​
-
To be identified, the location should be very front, which will interfere with the main functions of Dealmoon
-
If put the location to the back, it's hard to find
-
The entrance will be just word description, without the icon and graphic to visualize the Lucky Draw game.
Task two: define the location
The purpose of this feature is to draw more clicks and visits from our customers. And our management team has decided this should be a regular game within Dealmoon App, meaning we should have it every 2-3 days. So, the location of this feature is a huge debate for us. Here are some proposals we have, and the pros and cons come with it.
Proposal 2: Main Icons
Pros:
​
-
The location is very easy to identify.
-
The workload for technique development is low.
-
The icon can give people a visualized impression of the Lucky Draw game.
-
A totally independent feature with no connection to the reward center.
Cons:
​
-
If give Lucky Draw a fixed location, one of the main icons will be put off, which means a business structure reorganization within the company.
-
If doesn't five Lucky Draw a fixed position, then we need to design another position for it as it's a regular game within the App.
Proposal 3: Shopping community
Pros:
​
-
Only focus on loyal customers.
-
The workload for technique development is low.
-
The icon can give people a visualized impression of the Lucky Draw game.
-
A totally independent feature with no connection to the reward center.
Cons:
​
-
The location is not very easy to identify for those who don't use the shopping community a lot.
-
If fix Lucky Draw at the top, other shopping community events will be pushed backward.
Proposal 4: Reward center
Pros:
​
-
Easy to manage as it's still in the reward center. No cross-function / cross-team complication.
-
The workload for technique development is low.
-
In the place that users spend coins.
-
The picture can give people a visualized impression of the Lucky Draw game.
Cons:
​
-
The location is not very easy to identify for those who don't use the reward center a lot.
-
It's still within the reward center, not very independent.
Decision: Within the reward center
In the end, we've decided to put the Lucky Draw feature within the reward center. We have made this decision mainly from the company's structure's perspective. In this way, Lucky Draw won't interfere with the main functions of Dealmoon, so that there will have no need for restructuring and redesign. Furthermore, Lucky Draw is a feature within the marketing team, so does the reward center. So the operation will be easier as there will be no cross-team operation.
​
All the cons, like not easy to locate, can be moderated by design the pathways for customers to discover it.
Task three: design the pathway
As we decided to put Lucky Draw within the reward center, it's not an easy place for users to find it, especially those who don't use the reward center that much. And the main purpose for design the Lucky Draw game is to draw more clicks and visits. So, we need to design some pathways to guide people to the game.
Research: User entry points of the Dealmoon App
What are the most common ways for users to enter Dealmoon App? As we want to lead users to participate in the game, we need to identify the ways that most users enter Dealmoon App, so we can design the pathway from the entry points. To get an accurate answer, I have collected my data from three places:
-
A casual ask-around among users
-
Data from Dealmoon backend system
-
Google Analytics as it records the click rate of Dealmoon pages
After integrated the data, I have identified the most common ways for users to open Dealmoon App:
-
App push notification
-
Active open
-
Dealmoon's social media post
-
Friends' social media share
-
Email
Research: Most focused places in Dealmoon App
What are the places that users pay the most attention to Dealmoon App? If we can design a pathway to start from there, then we can seize most people's attention. We don't have the budget to do eye-tracking, so I just compared the page open rate for different areas. Here are the most popular three places:
-
Banner picture
-
Main icons
-
Top three deal posts
Research: connections with Dealmoon coins and reward center
As the Lucky Draw game is located within the reward center, I need to identify the pathways that will lead people to the reward center. Here are the main pathways.
-
The main icon of the reward center on the App main page
-
App push notification
-
My profile - reward center
Decision
After all the research, I have designed the pathway to lead more users to participate in the Lucky Draw game. I have considered all the research results above, and Dealmoon's main business structure/needs. Here is the result:
​
-
Within Dealmoon App
-
Banner position if we have an event
-
First or Second deal post position if we have an event
-
Pop-up notification on the reward center icon
-
Fixed position in the daily sign-in page
-
-
Outside Dealmoon App​
-
App push notification if we have an event​
-
Social media post (Weibo, Wechat, Facebook, Google Ads)
-
Email marketing
-
Daily Sign-in page
Deal post page & Icon pop-up notification
Banner
Backend operation system
To operate the Lucky Draw game, we need a backend system. As the Lucky Draw game dwells within the reward center, we don't need to design a whole new backend operation system. Some modifications will be enough. And due to my NDA, I can't show the final design of the operating system.
Operation needs
Product launch
The Lucky Draw product is successfully launched in March 2019.
Participants per Lucky Draw
10,000
​The usage rate of coins
↑20%
↑15%
​The number of shares to
social media per Lucky Draw
Lucky Draw operation
I always think a good product design is not enough. we also need a good operation to make it better. As we are a small but energetic team, I am also in charge of the Lucky Draw game operation. Here are the experiences I have summarized to have a successful game.
Choose the products.
-
Great range of price: expensive products to draw attention, free coins to make sure everyone is happy.
-
Various categories: make sure to attract customers with all interests.
-
Match with Dealmoon main deals to promote Dealmoon's main business line. Like, use La Mer as a prize when Dealmoon has great deals about La Mer.
-
Special events on special holidays. Like, on April Fool's day, we have a surprise event for customers.
Events.
What I have learned
First-time taste
It's my first time participating in the whole process of design, develop, and launch a product. I have learned the fundamental workflow of a product designer, like user research, storyboard, user persona building, user flow, prototype, usability test, and UI design. I am so lucky to have my first taste here for a real product. So I have the chance to try it while learning. While designing is super important, the communication between designers and engineers can determine the success of a product.
Company's big picture
Let the product fit company's big picture. Dealmoon's core business is to promote deals. Deals are the main source of profit and are the main reason for customers shopping here. Although we really want the Lucky Draw to stand out, it shouldn't steal the spotlight of deals. So we keep the location within the reward center, not in the navigation bar.
Design the whole system
In this design project, I have experienced the design of the whole ecosystem: design the products, identify the location, design the pathway, and design the backend system. It's way more complicated than just design a single product. But through this experience, I have become someone who has a big picture and also a detail-driven person.