Prepaid Voucher | Jeannie Tse

Wallet Pass Research: Validating Prepaid Vouchers to Enhance JuicySuite's B2C Product

Juicysuite

Conducted in 2024

TEAM

Jeannie Tse

Product Designer

Vincent Chan

Product Manager

Chris Cheng

Head of Growth

Yellow Chan

Business Executive

Him Fan

Developer

TOOLS

Figma

Figjam

TIMELINE

Apr 2024 - Jun 2024

2 months

PLATFORMS

Web browsers

📋 OVERVIEW

Wallet Pass and the Prepaid Voucher Initiative

JuicySuite's Wallet Pass is a B2C solution that simplifies customer-to-member conversion by enabling small businesses (mainly F&B) to offer digital membership cards in Apple and Google Wallet.

To enhance Wallet Pass's competitiveness and comprehensiveness, the product team explored the addition of a prepaid voucher module. We conducted research and user testing aimed to validate this module concept and gather feedback for product improvements.

As the Product Designer, I:

Designed the prepaid voucher module.
Conducted semi-structured user interviews and prototype testing.
Synthesized and presented findings into actionable UXUI recommendations and business insights.
Worked closely with growth team, product manager, and developer on product strategy and business requirements.

🔥 IMPACT

Ummmm,
What did we discover?

5+

product UX/UI improvements identified

8+

business opportunities identified

The research yielded significant insights that went beyond validating the prepaid voucher module. I synthesized the user feedback and identified over five key UX/UI suggestions and uncovered more than eight potential business opportunities that could be leveraged to expand Wallet Pass's functionality and market reach.

⚠️ PROBLEMS

Does wallet pass really need a prepaid voucher module?

The Juicysuite product team has received some client requests for a prepaid voucher solution. There was uncertainty, however, about whether a prepaid voucher module would genuinely benefit clients and their members, and if it would effectively increase the product's comprehensiveness, bringing up questions such as:

Can it address real user and client needs?
Can it Integrate seamlessly with the Wallet Pass ecosystem?
Can it contribute to Wallet Pass's overall value proposition?

📍 GOALS

Validate the module’s effectiveness in improving our product appeal

Given that Wallet Pass is used by 140+ merchants and supports a user base exceeding 160,000 members, we sought to validate the prepaid module concept before committing significant development resources. Our objective was to create a prototype and carry out user research, including interviews, in order to:

01

Assess the module's effectiveness in helping businesses and attracting new merchants.

02

Evaluate the prototype to identify usability issues and potential areas for enhancement.

DESIGN PROCESS

Creating the prepaid voucher module

/ Understanding the prepaid concept

Before beginning the design process, we sought to understand prepaid vouchers and their functionality. We researched various examples of prepaid vouchers, both physical and digital, to explore the motivations behind their use. We wanted to determine why merchants choose to offer prepaid vouchers and why customers are inclined to purchase them. While the discounted price is a key factor, we aimed to uncover other potential benefits and motivations

/ Who are we designing for?

Before we started designing, we referenced wallet pass’s existing behavioral and purchase data of our users to understand them better. We defined 3 user types to guide the design process.

The Loyalist

Customers who frequently visit the shop and demonstrate strong brand affinity.

The Deal Seeker

Customers primarily motivated by obtaining the best possible price or discount.

Occasional Visitor

Customers who visit the shop intermittently, often based on convenience.

/ How can this module fit into our product ecosystem?

Through wireframing, I iterated on various entry points for the module, assessing each solution's impact on the product structure and discussing customization boundaries with developers and the product team.

/ Mapping out flows for possible solutions

/ Design Drafts

Through rigorous iteration and cross-functional discussions with various teams, I arrived at the first draft design and prototype, ready for the next phase of user interviews and prototype testing.

NEXT STEP

What's Next?

Leveraging the insights gained from user research, we decided to proceed with developing the prepaid module, starting with an MVP launch. We plan to iteratively refine the product based on ongoing feedback and explore various campaign strategies, while adhering to our design principles to ensure an optimal user experience.

USER TESTING

Putting the designs in front of real users

/ Preparing the interview guidelines

Talking to various team members, our team created a user interview guidelines, creating question banks, asking what they would like to discuss with the merchants and users.

/ Conducting semi-structured interviews with merchants

We invited 5 merchants for semi-structured interviews to gather their feedback on our prepaid voucher module. We inquired about their business goals and strategies with prepaid vouchers, and assessed the effectiveness and comprehensiveness of our module's functionality and features.

/ Testing our prototype with users

We then proceeded to test our prototype with users, observing any difficulties they encountered and gathering their feedback. To ensure accessibility for users of different languages, I also created prototypes in both English and Chinese.

FINDINGS

Synthesizing data into actionable insights

After gathering data from the user research, I synthesized it to extract key insights across various areas. This synthesis process involved identifying patterns, themes, and user needs, which I then categorized into insights related to both business opportunities and product improvements.

I subsequently presented these findings to the growth team and the product team, providing them with a comprehensive understanding of the research outcomes and recommendations for next steps. Some insights examples include:

/ Product Improvements

Enhance prepaid package customization for merchants

e.g. by stores, by sets, by signature items

Further leverage prepaid vouchers to build user habit

Simplify the prepaid detail page information for better user comprehension

/ Business Opportunities

Develop an integrated payment solution for our products

Capitalize on Pet-Friendly Merchant & User Base

Foster Community Engagement through Word-of-Mouth Initiatives

LEARNINGS

What I learned

Through this project, I developed a deeper understanding of how to approach uncertainties within product design. The core approach is to move from a state of "not knowing" to a state of "informed knowing" through structured investigation, testing, and a willingness to adapt.:

Prioritize iterative development using an MVP approach, not everything needs to be perfect before presenting to others.
Frame and categorize unknowns into specific research questions to guide the investigation.
Be proactive, actively seek out information gaps, and identify underlying assumptions.
Involve cross-functional teams early to leverage diverse perspectives in addressing uncertainty.