Deals Stories on ShopRunner by Fedex

DESIGN FOR MOBILE

Overview

Designing an optimal in app deals discovery experience with Deals Stories. Deals Stories on ShopRunner, FedEx’s e-commerce platform lets users discover relevant deals in exciting and interactive new ways. Within the constraints of a digital shopping experience, people are looking for engaging ways to find deals, and deals stories is a fun way to do so. With deals stories, we created an experience that lets customers easily discover, interact, and engage with relevant deals throughout their shopping journey.

My Role

Designing the feature end-to-end, working closely with engineering to inspire deal discovery and engagement in detail.

Lead product designer
Product vision and thinking
Designed the entire deals flow for the mobile app

The Team

Solo designer, 1 Content Designer, 1 Product Manager, 8+ engineers.

Timeline

March 2024 - May 2024

Deals stories:

Short, visually engaging snippets featured on ShopRunner's homepage, designed to highlight timely and relevant deals in a dynamic, scrollable format. Similar to social media stories, they offer users a quick, interactive way to discover curated offers, driving engagement by showcasing deals in an appealing, fun way. Deal Stories create a sense of urgency and personalization, allowing users to easily tap through and act on the best available discounts, enhancing both convenience and excitement.

Ken Burns effect: Through visual engagement, intrigue, and a sense of motion, by smoothly zooming in and panning across images, this effect brings deals to life, making Deal Stories more dynamic and eye-catching. It adds a layer of fun and storytelling to each deal, encouraging users to explore further, while keeping the experience visually appealing and immersive.

Swipe-through: We add this interaction into our Deal Stories to make browsing deals more engaging, interactive, and fun. This mechanism allows users to effortlessly swipe or drag through a series of deals, similar to navigating social media stories. The tactile experience adds a sense of control and flow, making the discovery process more intuitive and visually stimulating while encouraging users to explore more deals with ease.

Below is part of my initial process:

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The Challenge

Currently, ShopRunner mobile app users face difficulties in quickly finding relevant and attractive deals on the existing deals page, resulting in a less efficient shopping experience. ShopRunner customers need a more engaging way to easily discover and access personalized deals that align with their preferences, enhancing their overall shopping experience.

Goals

How do we create a differentiated and thrilling experience that inspires users to discover new and relevant deals on the ShopRunner app?

Guiding Product Design Principles

Confidence

Give users confidence to find relevant deals through engaging, intuitive discovery methods.

Convenience

Help users find deals in one place.

Context

Call out when a deal is a rare or good relative to users past offers.

Customer Needs

User Problems (as a ShopRunner user, I am)

1) not able to quickly find the desired deal

2) unable to easily discover other deals/related deals they might not have been aware of

3) don’t know when there are new deals

4) limited to seeing deals sorted by deals ending at the top

Opportunity

Arrived at a single, focused opportunity to enhance the deals page:

How might we create a deals page that delivers a dynamic, context-rich experience while balancing convenience, urgency, and relevance?

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