Dice is a reward-based e-commerce discount solution that offers a fun and interactive way to unlock discounts. Through interviews and user research, the concept of gamification emerged as the key solution, shaping the design of Dice to enhance user engagement and excitement.
This project is a part of an assessment in UX/UI bootcamp at Skooldio that I participated in 2024. While the project is a group-based project, this particular design solution is my design to address the assessment.
Tools: Figma
UX/UI Design
Logo Design
In the bootcamp, we were given a problem from the stakeholders to design an e-commerce platform that would allow users to bargain and create a fun, engaging experience. The initial brief was to design a live stream application with e-commerce features to sell products, while incorporating a bargaining feature that would provide users with a similar experience to bargaining in a store.
I proceeded to interview users for the assessment with both e-commerce sellers and regular users.
Here are some of the key research findings from regular e-commerce application users.
Key research findings from interviewing a small business owner who sells on e-commerce platforms as well as social media page via DM.
From interviews of both e-commerce platform users and sellers one of the finding I found was the complication of livestream sells that are complicated for both sellers and customers. Our group decided to challenge stakeholders to change the focus of the product to solely focus on a bargaining e-commerce platform without incorporating the livestream feature.
The how might we frame work helped me in narrowing down interview insights into product goals leading to possible solutions for the application.
After narrowing down the how might we statement I also did further research into blind boxes a marketing phenomenon in Asia and Thailand where customers are obsessed and excited for random art toy products that customers will only know which particular design will they get after purchasing and opening the product. Here are some of the research insights.
The study illustrates how affective motivation and integral/incidental emotions interact to influence consumer decision-making. These insights inspired the design of the feature for the e-commerce application that could improve unease interaction for customers as well as motivate customers to use the application from the excitement of randomly draw feature.
INITIAL DESIGN
The initial design of the application focused on creating the home page for the e-commerce platform to showcase a variety of products, along with a product page that provides detailed descriptions of individual items.
As the design evolved, the home page UI was refined with a more polished look, incorporating rounded corners to create a friendlier and more approachable aesthetic. Additionally, a Dice button was introduced as part of the gamification bargaining feature, offering users a more engaging and enjoyable way to negotiate prices.
The UI design was developed using bright neon colours to emphasise the gamification aspect of Dice, creating a visually engaging and dynamic experience. The wireframe was then designed to map out the user journey, starting from the home page, where users browse and select a product they want to purchase.
Once a product is chosen, users can access the Dice feature, which offers a hassle-free bargaining experience by replacing traditional negotiations with a random deal generator. Users can roll the dice for a chance at different discount percentages and have the option to roll again for better deals. After securing a discount, they can apply it to their purchase, making the shopping experience both interactive and rewarding.
The design of Dice was developed based on research and user interviews to enhance the bargaining experience for both buyers and sellers on the e-commerce platform. The goal was to make negotiations less time-consuming and reduce the discomfort of direct price bargaining.
The random deal feature generates a discounted percentage for users, who then have the option to roll the dice again for a chance at a better discount. Each user receives two dice per day, and those seeking additional discount opportunities can purchase more dice. This gamified approach not only streamlines the bargaining process but also enhances user engagement by adding an element of excitement to the shopping experience.
The feature was inspired by research on blind boxes, a marketing phenomenon that has gained popularity in recent years. Similar to blind boxes, the unpredictability and thrill of chance-based rewards encourage user participation and repeat engagement, making the shopping process more interactive and enjoyable.
For future improvements on this project, I aim to conduct usability testing with a larger group of users. For this project, we went straight to presenting our designs to stakeholders and instructors without conducting usability testing beyond our own group members.
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