OverviewOverview
ResearchResearch
IdeateIdeate
DesignDesign
Road MapRaoad Map
UX Research   |   Optimizing the Promotional Wallet Journey
Hong Kong
Project Overview
01
Background
In the highly competitive Hong Kong e-commerce market, aggressive promotional strategies and weekly discounts are essential for driving sales.

At HOME+, promotional campaigns are a core business driver, with a significant percentage of orders relying on coupon codes at checkout. Recognizing the direct impact of these incentives on our bottom line.

We initiated this UX study to optimize the end-to-end user journey—specifically focusing on how users discover new promotions and seamlessly apply coupons to complete their purchases.
My Role
Research & Analysis
UX UI Design
Existing Problems
02
1
Users have to manually type coupon codes at checkout, frequently leading to frustrating error states caused by typos or expired codes
2
Forcing users to hunt for codes across external channels (emails, banners, or Facebook posts) demotivates users from using discounts
3
Deals that do not require a code (e.g., "Buy 1 Get 1 Free") lack clear signposting on the platform, causing users to easily overlook them and miss out on savings.
Quantitative Insight
03
We get some datas from Data team to study existing usage and here are the insights
Over
70%
Over 70% H+ orders check out with coupon codes
Coupon drive the user to fulfil the order
Near
85%
Near 85% of the coupons can be used by new or existing customers
Most coupons are suitable for all users
Avg.
33%
Average 33% orders triggered an error case in coupon code field
Error rate is higher than expected
Users Survey
04
Beside existing data, we also designed a short survey and asked 80 customers who recently made an order on HOME+
60%
60% of the respondents said they have applied a coupon code for their orders
4 / 10
4/ 10 is the scores of respondents think how easy they can apply a coupon code
92%
92% of the respondents said they cannot input the coupon code without check again or copy the code from elsewhere
Competitor Analysis
05
To understand the market trend and their pros and cons, we studied some of the local and oversea e-commerce platforms and compared the features of them
Local Platforms Pros and Cons
Most of the local platforms assign coupon to users
Proactive to provide consumption decoy
Avoid users experience too many explore flow
Limitation of coupons number
Pertinence different customer groups
In line with the mentality of local consumers
No suitable coupon direct case drop-off
Oversea Platforms Pros and Cons
Most of the oversea platforms with coupon center
Diversity of coupons
Find suitable coupons with user own requirement
Too much selection cause the opposite effect
The rewards section is more expandable
Users need to digest and explore more flow
Ideation
06
Based on the research findings, we proposed the following directions which should be applied for the new feature
1
Replace manual typing with a simple "click-to-apply" function to reduce user effort.
2
Make it effortless for users to discover, collect, and save promotions
3
Clarify coupon types to guide users and drive higher order volumes
4
Use countdown timers to highlight expiring deals and prompt faster checkouts
5
Surface available coupons directly in the cart to prevent drop-off
3
Clarify coupon types to guide users and drive higher order volumes
Design
07
Land to Available Product List
Users can check the details of the promotion or access to the corresponding product listing page from the promotion wallet
Apply Coupon in Cart
Users can apply coupon code directly in shopping cart without inputing manually
Switching in Promotion Wallet
Users can switch between general promotions and exclusive offers in Promotion Wallet
Special promotion in Product Details Page
Enhance promotions’ reach rate, encourage users buy more with promotions
Target Cart Abandonment
Provide offers / coupons to users who did not complete purchase for long time
Notification Center
Notify user about new promotion / campaign
Suggested Road Map
08
Due to the consideration of development resources and upcoming schedule, this feature cannot be developed immediately. We proposed this road map and targeted to kickoff the project in the second half of 2022