Omaze Customer Engagement

A series of initiatives aimed at increasing customer retention and engagement, and better closing the impact loop for new and existing users.


Project Summary

Omaze users wanted to feel more connected to the outcomes of their participation with Omaze. A series of initiatives executed in 2020 and 2021 looked to improve customer engagement and close the loop for existing customers by making them aware of who won the experience they entered, and the impact that their donations had. The goal was to showcase the “win-win” of participating with Omaze and increase user trust in the product.

My Role

I was the Senior Product Designer working on a series of distinct initiatives aimed overall at increasing customer engagement. My work spanned the total software development life cycle of these projects, working across multiple pods and with different internal teams.

Primary areas of responsibility:

  • Gathering user needs

  • Defining requirements

  • Scoping and planning work

  • Wireframes and split testing

  • Visual design

  • Content strategy

  • Collaboration with engineering to build and QA work for release

 

Project Details

Company: Omaze
Dates: July - December 2020

Project Type

Mobile Web & Desktop
Customer Surveys, Split tests
UX + UI Updates

Collaboration:

Worked closely with Product Management, Engineering, Marketing, and Content teams.

Challenge

Why should I come back to Omaze?

Omaze was facing a challenge where the majority of users only engaged once with the product, causing the business to depend on reaching new customers rather than retain an existing user base. Customer feedback was also indicating that users weren’t aware of the outcomes of the experiences they entered, not feeling informed of who won the prize, or where the donation money went. This was creating retention issues, as well as degrading customer trust.

 

opportunity

Give users new ways to engage with the outcome of the experiences they’ve entered and understand their impact.

Methodology

Split Testing Findings 
- Impact content increases engagement
- Winner reveal announcement is an effective traffic driver

Ideation
Working from research learnings, I collaborated with Product Management to map out key features and user stories that would address the major pain points. We then worked with engineering to slice the features into buildable chunks.

Design + Review
Working in conjunction with the marketing, partnerships, and brand teams, I created designs for the new features, leveraging existing reusable components, and adding key new UI elements to the Omaze design system.

Key features:

New template for experiences that have closed, showing the winner of the experience, the total raise, information about the charity and the direct impact of donations, as well as media content showcasing the win-win for the charity and winner. 

Previously, once an experience closed, all of the details disappeared from the landing page. This gave no context to users who return to the page to see the outcome of an experience, or those who come across it onsite. We did a significant overhaul of the closed page template, creating a destination for marketing emails, users who want to see who won, and donors who want to understand the impact of their participation.

Member dashboard allowing users to track the status of experiences that they’ve entered, how many entries they have, and winner updates.

Key pain points for users were a lack of awareness of the close date of experiences that they entered, and when the winner would be announced. The challenges that they had in finding this information led some to question the validity of the contests and the existence of real winners. We addressed these concerns by creating a centralized location to access details about their experiences.

New call to action to create an account on the transaction confirmation page.

We knew that users didn’t understand the value of creating an Omaze account. By communicating the benefits of being a member, we could increase account signups at a key moment in the customer journey, as users complete a transaction with Omaze.

Interstitial on login announcing new account updates for existing account-holders.

We took a multi-channel approach to the rollout of new account features, including a cookied interstitial that appeared on an existing user’s first login post-update. The interstitial walked the user through the major updates, with the option to skip.



Outcome 

Strong data suggest that these updates made a positive impact on customer re-engagement with the product as well as increased trust in Omaze.

Analytics showed that providing impact messaging in conjunction with the winner announcement increased discovery of new experiences, created a 7% increase in new orders, and an overall 5% increase in GDV.

Showing the total raise created an over 50% increase in self-reported user trust, and 70% of users said that it increased the likelihood of them participating with Omaze again.