Offerwall
Improving Offer discovery
We conducted research on the information users need when exploring and selecting offers, as well as the challenges they encounter during this process. Based on identified issues, we carried out improvements to Offerwall and instruction pages, prioritizing the exposure of necessary information according to user patterns.
Role
User Research, Usability Testing (50%)
UX Design (80%)
UI Design (100%)
Collaboration
Product designer
Product manager
Engineers (FE,BE)
QA
Data analyst
Timeline
2023 - 2024
What is an offerwall?
Users receive rewards while performing specific tasks.
Offerwall is a platform that connects advertisers and users through in-app advertising using virtual currency and rewards. Users can find a list of offers on the offerwall and earn rewards by completing tasks.
*Publisher app: Provides an offerwall for users to earn virtual currency.
*Advertiser app: Provides offers and gives rewards. Users download the Advertiser app to receive rewards.
If users lack sufficient currency to play a game, they can visit the offerwall, complete tasks, and return to the original app (publisher app) to play using the earned rewards.
Problem
Over 80% of users leave before completing offers
Many users enter the offerwall, but over 80% of them leave during the exploration stage without receiving any rewards.
Problem
Insufficient offer information impedes users' decision-making process
To understand the pain points at each stage of the offerwall, we conducted surveys and usability tests. Based on the feedback, we identified issues with users’ exploration of desired offers and concluded that insufficient information about the offers made it difficult for users to decide. As a result, we decided to improve the user flow for offer exploration.
As is problem
Users find it challenging to efficiently navigate and discover a desired offer
Building on insights gained from analyzing the identified problems, we further explored specific pain points and issues with each screen.
Competitor analysis
How competitors use rich content to elevate user discovery
Additionally, we conducted a competitive analysis and discovered that competitors like Ad Joe’s "Playtime" ad format and Mistplay’s engaging user experiences by leveraging rich content and large images to help users discover games. Based on these insights, we identified key differentiators and designed solutions to enhance our market competitiveness.
Understanding Stakeholders' Goals
Balancing stakeholders' goals in offer discovery optimization
Based on insights gained from identifying problems and analyzing competitors, we defined objectives for each stakeholder and established overall project goals accordingly. Additionally, we formulated success metrics to measure our achievements.
Meeting Users
Definition of target users based on offer exploration patterns
We divided users into heavy and light users based on offer conversion frequency and spend amount.
We analyzed the exploration patterns of each segment and proposed different solutions accordingly.
How might we help users quickly decide on desired offers by showing them the necessary information at a glance and speeding up the selection process?
Solution space
Providing a solution tailored to the user’s context
We created a design solution that reflects the user’s context and needs based on the patterns of the target audience.
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Organizing information by priority
Identifying key factors for users when choosing an offer
Through user research and data monitoring, we have identified the critical factors users prioritize when selecting offers, and designed a layout accordingly
Ideation
Brainstorming for quick offer exploration within the existing layout
Based on insights from previous A/B testing data, we found that significant changes to the UI resulted in a significant drop in data for heavy users. Therefore, we chose options with minimal changes while still exposing necessary tags to users. This approach aimed to maintain the existing layout and make it easy for users to navigate offers at a glance.
Solution
Offer information structuring and improved browsing experience
To enable users to efficiently browse and select offers, we structured the offer information and exposed it in the form of tags.
Users can quickly identify offers within the list through these tags and can use the sort and filter to selectively view their desired offers.
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