Reebee Mobile

Improving flyer engagement

Project Summary Facing a significant decline in our core revenue metric, Unique Flyer Opens, we conducted a deep-dive research initiative to understand shifting user behaviour during the COVID-19 pandemic. The project focused on transforming the passive flyer viewing experience into an active, utility-driven process by integrating key e-commerce features directly into the native app.

Product

Mobile app

Role

Product Designer

Team

PM, Eng, Stakeholders

Duration

3 Months

App Screen with open sidebar
App Screen with open sidebar
App Screen with open sidebar

Problem

The digital engagement gap

Despite a dramatic increase in digital platform reliance during the COVID-19 pandemic, we observed a decline in user engagement and retention within the reebee app. The problem was that users were not actively viewing flyers, which is the key driver of reebee’s revenue.

The key performance indicator for the native app, UFOs (Unique Flyer Opens), was trending downward, demonstrating a measurable loss of user interest:

  • 7% Decrease in Unique Flyer Opens MoM

Objectives

The digital engagement gap

Our primary goal was clear, to find opportunities to halt and reverse the trend by improving user engagement. This metric was key to the success of several areas of the business

I also set a secondary goal to shift the organization toward a user-centered mindset, as the only teams engaging with users were sales and customer support, and the data collected was not being stored effectively.

Key targets

10% Increase in Unique Flyer Opens MoM
Fostering a User-centered approach to research

Discovery

Empathizing with the user journey

To address the engagement challenge, we initiated a foundational research project. User interviews were conducted to understand their needs, pain points, and current behaviour within the customer journey. The data revealed what users valued most in their experience:

Key value drivers uncovered 

  • The Flyer viewer and shopping lists were considered key tasks.

  • The desire for flexibility with item selection.

  • The ability for viewing and buying online.

Discovery

Idea prioritization

I facilitated internal workshops to synthesize this data and map opportunities. We prioritized features based on their potential impact and implementation effort. We collaboratively focused on two new high-impact features:

  • Item quantity

  • View/buy online

Note: In-app product reviews were considered high on our list but deprioritized due to higher effort

Ideation

Validating concepts with prototypes

We explored several design solutions informed by our research and competitor audits. I conducted experiments with users to validate our ideas before committing to development.

Design

New item quantity design

The final solution was designed to enable users to seamlessly add and modify item quantities from the item preview sheet directly within the digital flyers. The design direction included adding an amount selector that allows users to easily add or modify quantities and is scalable to accommodate future units of measurement.

Outcome

Tangible results and culture shift 

We successfully launched the new item quantity and view/buy online features, alongside shopping cart enhancements. The project delivered significant measurable impact on our core business metrics. Furthermore, the success of this project made it significantly easier to foster and adopt the secondary goal of a user-centered mindset for future product work.

Key business outcomes

  • +30% unique flyer opens

  • +37% time-in-app

  • 28% drop off rate

  • User-centered mind-set adopted