BousoShop - Multiple Offers

About my role in this project and my global feeling

As Intern UX Designer at BoursoBank, I had opportunity to work with 2 distinct teams :

• ✅ As Principal UX Designer (for 6 months) for the Customer Service : my intership allow Bourso Bank to recruit a resource for the customer service (until my arrival, the Infography team were almost totally allocated to the Marketing Department only.
• ✅ As UX Designer (for 1 month) in the UX Team of the Marketing Dept. : at the end of my internship, I worked on 2-3 project.
  

I had 2 challenges here : undestand the bank domain and users' needs & apply my UX skills after my Master's Degree. Fortunately, I had a great team and my internship was a success.

Problem Statement

After some studies made by my former colleagues, we saw that the offers displayed in BoursoShop (a platform for some discounts reserved to BoursoBank clients) are not very good, espacially with multiple offers. The users were terribly borred when they use this features via smartphone

 

Challenges and Context

Until then and with this bad display, the limitation of products displayed in a row was 3. To make the customer using this feature more, we had to found a solution to display the offers and make the smartphone display more usable.

User Research and Needs Gathering

To design a tool that truly meets the users' needs, we conducted a series of research activities to better understand the daily challenges faced by both users and marketing department. We had discussions with 2 members of marketing department, a confirmed UX Designer, and 2 clients.

Our User Research Approach

To gather precise feedback, we used several research methods, ranging from individual interviews to collaborative workshops. Here’s an overview of the steps we took:

• ✅ User Interviews: We conducted in-depth interviews with users from diverse demographics, including students, seniors, engineers, and marketing professionals at BoursoBank. These sessions focused on understanding their needs, frustrations, and expectations regarding offer navigation and visibility, particularly on mobile platforms.
• ✅ Collaborative Workshops: Cross-functional workshops brought together design, marketing, and development teams to align on user priorities and explore creative solutions for displaying multiple offers.
• ✅ Surveys: Surveys targeted a wider audience to gather quantitative insights about user preferences for offer presentation and their likelihood to interact with carousels or other display methods.
• ✅ Process Audit: An audit of existing tools and workflows revealed constraints in marketing's ability to scale beyond three offers, limiting future growth opportunities.

What We Learned

Through this research, several recurring issues emerged:

• ✅ Limited Offer Visibility: Users struggled to view and compare multiple offers, especially on smaller mobile screens.
• ✅ Fragmented Navigation Experience: Switching between offers was cumbersome, leading to frustration and lower engagement rates.
• ✅ Marketing Scalability Challenges: The existing structure restricted marketing teams from efficiently promoting more than three offers at a time, hindering flexibility and innovation.

User Personas

To better understand the different types of users, we created personas. These profiles allowed us to define the specific needs and goals of each user group and tailor the tool to their objectives.

A studient client

A senior client

Marketing dept. member

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