Unboxing experience @ Ding
Overview
Ding.com, founded in 2006, is a global mobile top-up service that has facilitated over 500 million successful top-ups across 150+ countries through 850+ operators, enabling instant connectivity for families and friends worldwide.
The problem
One of the primary challenges we faced was addressing low brand awareness among our target audience/corridor which is the NYC - Jamaica corridor.
Timeline
Nov 2023 - Jan 2024
My Role
Strategy, Visual Design
To comply with my confidentiality agreement I have omitted and appropriated confidential information. These designs are a reinterpretation of the original.
Project Overview:
As a Senior Product Designer at Ding, I led the redesign of the unboxing experience for the international top-up service. Collaborating closely with cross-functional teams, including product managers, engineers, data analysts, quality assurance personnel, and designers, we aimed to enhance brand awareness and user engagement through a seamless unboxing journey. The project was strategically aligned with Ding's goal of expanding its market reach and improving customer experience across various touchpoints.
Key Contributions
In this role, I spearheaded the visual design and research efforts to ensure the success of the unboxing experience redesign.
Conducting extensive user research in Jamaica and New York City, I gained invaluable insights into user preferences and behavior, which informed our design decisions.
Additionally, I collaborated closely with marketing and brand departments to integrate the unboxing experience seamlessly into Ding's broader B2C strategy, ensuring consistency and alignment with the company's brand identity.
Store in Brooklyn selling top up (Brooklyn has a big Caribbean diaspora)
Top up shop in Jamaica
In context sketching research
Challenges & Solutions
One of the primary challenges we faced was addressing low brand awareness among our target audience. To overcome this, we focused on creating a "wow" moment within the unboxing experience, aiming to captivate users and leave a lasting impression. Implementing native sharing functionality on mobile web allowed for easy order sending, enhancing user engagement and facilitating word-of-mouth marketing.
Technical constraints, such as drop-offs caused by the cookie banner, presented additional challenges. To mitigate this issue, we prioritized shipping the minimum viable product (MVP) before a significant marketing launch, ensuring a smooth user experience and maximizing engagement opportunities.
Addressing markets outside of Jamaica
Design Process & Iterations
Our design process involved iterative prototyping and testing to validate design decisions and gather user feedback. We conducted usability testing sessions with representative users to iterate on the unboxing experience and address pain points effectively. Continuous iteration based on user feedback allowed us to refine the design and deliver a more user-centric experience.
A/B test for the unboxing experience
Flow of capturing receiver info for the unboxing experience
Results & Impact
Our efforts yielded significant results, with a 2.58% conversion rate (CVR) uplift observed in Jamaica and a remarkable 4.4% CVR uplift in March following the implementation of version 2.
Stakeholder feedback indicated they were happy with the outcomes, and engagement metrics showed positive trends among returning users. These results underscored the effectiveness of our approach and validated the importance of investing in user-centric design solutions.
Lessons Learned & Future Work
Throughout the project, I gained valuable insights into the importance of conducting user research in context and leveraging data-driven insights to inform design decisions. Looking ahead, I plan to continue testing based on popular user locations to further optimize the unboxing experience.
Additionally, I aim to enhance the SMS receiver experience and expand the receiver base, building upon the existing sender base and fostering continued growth and engagement within the Ding ecosystem.
Next Steps & Recommendations
Moving forward, I recommend further exploration of personalization options within the unboxing experience to cater to individual user preferences. Additionally, expanding integration with social media platforms could amplify user engagement and extend Ding's reach to new audiences.
Continuous monitoring of user feedback and performance metrics will be crucial for ongoing optimization and enhancement of the unboxing experience.
Small peek into the Designs
Your order
I have a promo code
Regular 2D - 4 Tickets gift card
Sending to someone else?
Send them a free SMS with gift card redemption instructions
Enter number
+52751336781
Checkout securely
Your total
12.49 EUR
ding.com
10:00
Your order
I have a promo code
Regular 2D - 4 Tickets gift card
Sending to someone else?
Send them an SMS with their gift card details
Enter number
+527513367
Please enter a valid number
Checkout securely
Your total
12.49 EUR
ding.com
10:00
Send them a free SMS with gift card redemption instructions
Enter number
+353
Your order
I have a promo code
Regular 2D - 4 Tickets gift card
Sending to someone else?
Checkout securely
Your total
12.49 EUR
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5
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MNO
7
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8
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9
WXYZ
* #
0
+
.
ding.com
10:00
Your order
I have a promo code
Regular 2D - 4 Tickets gift card
Sending to someone else?
Checkout securely
Your total
12.49 EUR
ding.com
10:00
Sending to someone else
Unboxing page on web and mobile
Unboxing experience @ Ding
Overview
Ding.com, founded in 2006, is a global mobile top-up service that has facilitated over 500 million successful top-ups across 150+ countries through 850+ operators, enabling instant connectivity for families and friends worldwide.
The problem
One of the primary challenges we faced was addressing low brand awareness among our target audience/corridor which is the NYC - Jamaica corridor.
Timeline
Nov 2023 - Jan 2024
My Role
Strategy, Visual Design
To comply with my confidentiality agreement I have omitted and appropriated confidential information. These designs are a reinterpretation of the original.
Project Overview:
As a Senior Product Designer at Ding, I led the redesign of the unboxing experience for the international top-up service. Collaborating closely with cross-functional teams, including product managers, engineers, data analysts, quality assurance personnel, and designers, we aimed to enhance brand awareness and user engagement through a seamless unboxing journey. The project was strategically aligned with Ding's goal of expanding its market reach and improving customer experience across various touchpoints.
Key Contributions
In this role, I spearheaded the visual design and research efforts to ensure the success of the unboxing experience redesign.
Conducting extensive user research in Jamaica and New York City, I gained invaluable insights into user preferences and behavior, which informed our design decisions.
Additionally, I collaborated closely with marketing and brand departments to integrate the unboxing experience seamlessly into Ding's broader B2C strategy, ensuring consistency and alignment with the company's brand identity.
Store in Brooklyn selling top up (Brooklyn has a big Caribbean diaspora)
Top up shop in Jamaica
In context sketching research
Challenges & Solutions
One of the primary challenges we faced was addressing low brand awareness among our target audience. To overcome this, we focused on creating a "wow" moment within the unboxing experience, aiming to captivate users and leave a lasting impression. Implementing native sharing functionality on mobile web allowed for easy order sending, enhancing user engagement and facilitating word-of-mouth marketing.
Technical constraints, such as drop-offs caused by the cookie banner, presented additional challenges. To mitigate this issue, we prioritized shipping the minimum viable product (MVP) before a significant marketing launch, ensuring a smooth user experience and maximizing engagement opportunities.
Addressing markets outside of Jamaica
Design Process & Iterations
Our design process involved iterative prototyping and testing to validate design decisions and gather user feedback. We conducted usability testing sessions with representative users to iterate on the unboxing experience and address pain points effectively. Continuous iteration based on user feedback allowed us to refine the design and deliver a more user-centric experience.
A/B test for the unboxing experience
Flow of capturing receiver info for the unboxing experience
Results & Impact
Our efforts yielded significant results, with a 0.58% conversion rate (CVR) uplift observed in Jamaica and a remarkable 4.4% CVR uplift in March following the implementation of version 2.
Stakeholder feedback indicated they were happy with the outcomes, and engagement metrics showed positive trends among returning users. These results underscored the effectiveness of our approach and validated the importance of investing in user-centric design solutions.
Lessons Learned & Future Work
Throughout the project, I gained valuable insights into the importance of conducting user research in context and leveraging data-driven insights to inform design decisions. Looking ahead, I plan to continue testing based on popular user locations to further optimize the unboxing experience.
Additionally, I aim to enhance the SMS receiver experience and expand the receiver base, building upon the existing sender base and fostering continued growth and engagement within the Ding ecosystem.
Next Steps & Recommendations
Moving forward, I recommend further exploration of personalization options within the unboxing experience to cater to individual user preferences. Additionally, expanding integration with social media platforms could amplify user engagement and extend Ding's reach to new audiences.
Continuous monitoring of user feedback and performance metrics will be crucial for ongoing optimization and enhancement of the unboxing experience.
Small peek into the Designs
Sending to someone else
Sending to someone else
Unboxing page on web and mobile