From discovery to launching a platform to raise awareness and user satisfaction through communication.
Snapp is a super-application that provides more than 15 services, from ride-hailing and food delivery to grocery shopping, healthcare, insurance, and more. Snapp serves over 60 million users in 287 cities.
The homepage, acting as the central hub within the super application, connects users to Snapp services, marketing banners, the loyalty club, the voucher center, the order center, etc. As the first dedicated user researcher of the super-app team, I was responsible for discovering and researching the product and design problems related to the homepage.
The in-app communication project was initiated about six months after researching a different product. The study aimed to discover new possibilities for a loyalty system for Snapp Club, the loyalty club for the Snapp Super App. Since the homepage of the Super app is the main touchpoint for Snapp Club, the research also provided valuable insights about the Super app.
Based on previous research findings and user feedback, we identified issues related to the overall usability and awareness of the super-application and its services. To gain deeper insights, we interviewed users to uncover the main problems and gaps. I carried out the interviews online via WhatsApp. My research team lead, Nayyereh Afzali, was my supervisor and a great help in conducting and analyzing the interviews. We interviewed 20 users across two main categories and four overall user segments.
In collaboration with product managers and a data analyst, we segmented targeted users into four groups based on frequency of use.
I facilitated and analyzed the data through four online affinity workshops involving various stakeholders. Each participant transcribed one interview for the workshop, allowing us to empathize with users and engage in meaningful conversations about their challenges and the project's findings.
This project marked a significant shift in my career, particularly in terms of my responsibilities and the need to gain stakeholder buy-in. Based on my research findings, I proposed an In-app Communication service—a platform that facilitates communication with users across various touchpoints, tailored to specific use cases. In a series of meetings with product managers and directors, I presented the research report, highlighting the potential increase in conversions and awareness related to my proposal.
To delve deeper into this platform's use cases and better understand the communication challenges, we had to discover the problems of the other communication party—the potential stakeholders among Snapp staff.
At this stage, Dana, my PM, and I made a list of individuals who may have experiences and needs related to contacting users. The list included different Snapp services directors, PR managers, design leads, etc. Finally, I did 16 interviews with 25 people, leading to discovering certain use cases of communication with users from stakeholders' perspectives.
Based on the use cases, in a team of me as the researcher, Homa as the designer, and Dana as the PM, we defined design and usage criteria for several types of messages and modals:
Below, you can find three wireframes designed by Homa for messages in different use cases for various touch points.
(From left to right: Snapp Pay, Super-app Homepage, Snapp Taxi)
These different types of messages and modals enhanced the user experience by providing timely information and guiding users through key actions.
In August 2023, we launched our first try to address a rise in negative feedback from passengers regarding the air conditioning (AC) being turned off. We sent a feedback message to passengers through a modal, asking them if the AC was on. If the passenger responded "no," we sent a message to the driver to turn on the AC.
As a result, there was a 15% decrease in negative driver ratings related to AC issues from August to September. Additionally, the number of push notifications sent to drivers regarding the AC decreased by 8%.
This project demanded patience and persistence as I advocated for it over time, reinforcing the need for resilience in overcoming challenges, especially in negotiation, empathy, and presentation at a corporate level since I was accountable for the idea behind this service.
Throughout this process, I wasn't alone; my UXR lead supervised me in all aspects of the project, from choosing the methodology to segmenting the users and gaining stakeholder agreement.
Overall, being involved from discovery to development provided me with a holistic perspective of the design production process and strengthened my leadership and problem-solving skills.
