Mobile Exchange
Flipkart feature redesign
Product Exchange is an offer feature where a customer can buy a new smartphone with some discount in exchange for his old device. The scope of the revamp included revision of the entire business model, product strategy, experience and technology.
Business Objective
OFFLINE MARKET CAPTURE
To go after the 70% offline market share and to provide users with an offline like experience.
FRAUD CONTROL
At Flipkart, 25% of all product exchanges are fraudulent. Out of this 12% accounts for the mobile product category, which costs the business 62 Crore INR per year.
Design Process
1
Analyze
The business canvas below explains the different aspects of the product exchange model.
2
Ideate
We dived into the data from the previous version of the feature and held several discussions to generate ideas for the new version
ADOPTION
Our discounts offered to the customer depends on Flipkart getting a good yield on old phones. Our efforts will be to improve the yield/unit so that we can pass better discounts to our customers. This is an important lever to improve the overall adoption
FRAUD CONTROL
AWARENESS & DISCOVERY
Flipkart needs to be the go-to destination for exchanging/upgrading/selling your old phone. The aim here is to increase overall awareness and ensuring there are good discovery constructs in the consumer purchase journey to improve adoption
Fraud accounts for a large loss of revenue. Curbing exchange fraud will lead to greater revenue for stakeholders and minimize unneeded exchanges
3
Create
Following the design thinking principles and previous journey flows, we created use cases to apply new ideas into the user flows.
4
Evaluate
In this iterated flow, the user’s decision making experience is better as the user gets to know the discount before taking the time to find the IMEI number.
Initial Interaction flow
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User taps on “Exchange another mobile” and the app asks for the IMEI number of the device to be sold.
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Through the IMEI number, the app can figure out the model and brand of the device and thus can calculate the discount.
Iterated Interaction flow
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User taps on “Exchange another mobile” and is asked to fill in the brand and the model of the device.
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After the details are entered, the app provides the offer discount amount.
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Post Launch metrics and impact
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Product Exchange feature assisted offer sale increased by 2%
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Reduced Fraud by 25% to 15% through the IMEI checker feature.