MyMM . Minimal effort raised metrics by 34%

Background & my role

As a Senior UX Designer in MyMM, I played a key role in developing complex features for an e-commerce product that sold affordable luxury goods to mainland China. This involved conducting thorough research, including competitive analysis, stakeholder interviews, and usability testing. Additionally, I presented and led feature direction with internal stakeholders, including C-level executives, in an English environment.

MyMM, an e-commerce mobile app that sold affordable luxury goods from Hong Kong to mainland China.

Business Objective

To increase the number of items added to their shopping cart.

Hypothesis

If users fulfilled the coupon requirement on the Product Detail Page, displaying a coupon near the add-to-cart button should increase the motivation to add items to the shopping cart.

Result

34%

increased the Add-to-cart rate

Summary

The entire process and result is a good example of effective Persuasive Design.

“Three variables (motivation, ability, trigger) must converge for behaviour to occur. When it does not happen, one of these three elements is missing. - B. J. Fogg, Director of the Stanford Behavior Design Lab”

Motivation - I love this bag a lot

Ability - The dedicated coupon which allows users to be able to buy the bag with a cheaper price

Trigger - The moment where users have the motivation (E.g. product detail page), display the dedicated coupon information which he may not realise he is able to use that coupon for that bag