Discovery Home

Custom home for the user

Company: Promofarma· Role: UX Designer · Date: 2017

PromoFarma is an e-commerce marketplace that connects consumers directly with pharmacies and providers of health, beauty, and personal care products.

The Challenge

The data shows that the most visited section of the application is the home page, however, users do not make any purchases of the products offered on it.

Present the Promofarma home page as a personalized section for each user, where they can find new products of interest.

The Analysis

The home offers the most important discounts, the most interesting selection of products for the company, and the latest news.

When a user is not registered we do not have much information about him and his tastes and needs and we cannot customize a proposal for them. We offer a generic proposal.

But we do have some information about users who have registered and already made a purchase. We could determine for them a better level of customization. Using this information we can propose «customized» homes, each user gets new product proposals and offers directed to him in the home of the app.

This is the initial approach we made to different degrees of customization:

The Solution

The home is made of product blocks related to the user and, others grouped by subjects, combined with promotions also segmented by user types.

The customization possibilities in content and promotions are endless. This strategy will be used with the intention of making the user stay longer in the app, so he can buy more products of his interest and feels like an important customer (that is, a loyal customer).

The contents of the user interface of  «Case 1 – Not Registered» compared to «Case 4- Loyal Client, Elisa» are totally different. In «Case 1» there is generic content but in «Elisa’s Case (4)», the home is totally adjusted to her tastes and interests. We can show her products more tailored to her tastes and also be able to offer her discounts that are interesting and profitable for the company.