Too Good To Go marketplace

Ideating and designing features to increase engagement, retention and conversion rate within the world’s largest food wasting app.
The community consist of 17 mil monthly active users in 17 countries.

Responsibility areas: Research, testing, discovery, design, QA, Design system building

Duration: Oct 2020 - Sep 2024

Introduction to this specific case study

When I joined the company, there was one core product team that was developing the mobile app aka. marketplace.
As time went by, more resources and agility was needed, thus more product teams were established where I gave a helping hand to get them started in their respective goals.

I worked a period of time in team responsible for engagement, consumer retention and overall marketplace health.
Together with close collaboration with PM, Engineering Lead and Data Analyst, we put our heads together on how to approach the given KPI’s. We held book clubs and combined Sprint metholodogy, Marty Cagan’s learnings and Teresa Torre’s Solution Opportunity Tree, which is a great way to figure out what we should be building that creates value.
This case study tries to portray how we successfully launched a feature that moved the needle forward.

Challenge

A key result for this particular product team was to improve 8 week consumer retention by several percent.
From this key result, the team could create their ‘challenge area’, which was formulated into a sentence: I forget to use the app.

Having this challenge formulated from the users point of view helped the entire team to ideate and branch out to sub opportunity areas that were based on both qualitative insights, feedback and research. After clustering all the sub opportunities, the team made a vote on which one to go for (criteria: impact, feasibility, viability, effort) and validate whether this opportunity area / assumption was even true.

Process

Identifying the opportunity

The opportunity area we agreed to pursue was called:

‘I want to see the personal impact of my actions’.

Since the outcome is essentially to build a habit, one strong element to do that is personalisation. We believed that an element of personalisation and showing this information to the end-users, would incite them to return and encourage purchase behavior.

One opportunity branch of the tree that we started zooming into and investigating further.

To validate this assumption, we decided to use a fake-door method that had the following success criteria:

% of users who clicked on the See your impact CTA
% of users who click ‘Sounds great’-CTA

2. Validate the assumption

We prompted this bottom sheet inquiry in different places, one of them being after user had made a purchase.

RESULT
40% response rate of which 70% clicked thumbs up

Initialize impact tracking

The best response rate came through the menu-tab, which indicated
that it would be best be placed there for greatest visibility.

Ideation

After the promising validation tests, we held a workshop together with the whole team. By utilizing a slightly stripped down Google Sprint way for ideation workshop, everybody team member were able to create their own concepts with the How Might We statement:

HMW: Help our users track their personal statistics in a fun and engaging way?

The ideation workshop ended with dot voting. We consolidated the most voted aspects of each concept.
From here on these aspects came to my table to figure out and create prototypes to do qualitative testing with.

Three concepts to test

I Initially created three “quick and dirty concepts” based on the aspects our team ideated and voted for. The design would not be final but as high fidelity as possible so that our testers would hopefully understand what they are about and how to interact with them.

Concept 1 - Personal and local impact:
puts emphasis on community statistics and playful imagery to make it more engaging.

Concept 2 - Dashboard and challenges:
Encouraging people to try e.g. different types of Bags to save via challenges.

Concept 3 - Journey levels:
A gamified concept where your progress is based on how many bags you’ve saved, with surprise rewards at certain levels.

Test results

The concepts were tested with Maze and after several rounds and reversing the order when showcasing them, it appeared that the concept 2 was the winner. In order to keep it simple and start from somewhere, we began to develop a dashboard to show the three key personal statistics. These would be shown in the me-menu at this point. The challenge aspect of the concept would require further investigation and  resources, so we decided this was, for now, out of scope.

Solution and impact

Once this ‘Impact Tracker’-feature was fully out we managed to increase the purchase conversion by significant percentage number if it was a first-time purchaser as well as notable percentage increase in 14 day user retention.

In addition, we received loads of great feedback from our users, especially those who have been actively using it and how it made them realize both the economical and ecological impact they have through Too Good To Go. Therefore it is safe to conclude that this feature roll-out was great success.

Thank you for the whole team for their input and effort and learning new ways of working together.

Release at the time