Kingkong Past Purchase Item

Overview

KingKong is a shopping app specializing in high-quality groceries, with a focus on premium meats and proteins. Leveraging Air Blast Freezer technology, the app preserves the freshness, taste, and nutritional value of every product while offering consistently low prices and dependable delivery.

This project focused on exploring opportunities to reduce churn from the first transaction to approximately 30%.

Role

Product Designer

Industry

Ecommerce

Background

KingKong is a grocery shopping app that specializes in delivering high-quality products, particularly premium meats and proteins. By utilizing Air Blast Freezer technology, the app ensures that every item retains its freshness, taste, and nutritional value, all while maintaining affordable prices and reliable delivery. Despite these strengths, the app struggled with only a 28% repeat purchase rate. While 90% of transactions came from returning customers, the high churn rate threatened the app’s long-term growth and sustainability.

Goals

Increase the repeat purchase rate

Since our repeat purchase rate is currently low, this project focuses on increasing it by exploring opportunities identified through existing research insights. By analyzing customer behavior, pain points, and preferences, we aim to uncover actionable strategies to improve engagement and encourage customers to return.

The Users

We have identified two type of user that churn because we can't deliver what they want

Ferry - Price-sensitive users who also value convenience.
Saski - Convenience seekers who churn because we fail to meet their expectations for ease and simplicity.

The primary reason for churn is that our process is complicated, and our pricing is not significantly different from competitors. Despite similar prices, our complex steps deter users from making repeat purchases. To address this, we cannot lower prices as it would reduce our margins. Instead, we will focus on enhancing the convenience aspect to improve user experience and retention.

Ferry - Price-sensitive users who also value convenience.
Saski - Convenience seekers who churn because we fail to meet their expectations for ease and simplicity.

Opportunity

60%-70% of the average user's basket consists of the same items

After identifying this need, we moved into the exploration phase, focusing on designing a solution that would streamline the user experience and improve convenience.
Our primary goal was to increase the repeat purchase rate while catering to our two main user types: convenience seekers and price-sensitive users.

To address these needs, we combined the Campaign and Past Purchase sections into a unified feature. This integration allowed us to:

Highlight Special Offers: Display ongoing campaigns and discounts prominently, appealing to price-sensitive users.
Facilitate Quick Reorders: Provide easy access to past purchases, catering to convenience seekers who value speed and simplicity.

By merging these elements, we created a seamless experience that not only encouraged repeat purchases but also addressed the diverse needs of our user base. This iterative process ensured that our design was both user-centered and aligned with our business objectives, ultimately enhancing usability and driving higher engagement.

Different use case example

Triggering Users Through Push Notifications

We know that simply adding this section will not significantly boost our repeat purchases. That’s why we’re implementing multiple triggers through push notifications based on specific conditions. We will send users push notifications:

During the payday period.
When there is a price drop on a product they have previously purchased.
When there is a campaign for a product they have previously purchased.
One week after their purchase, since most of our users restock weekly, as shown in the user persona above.

For users who haven’t made a repeat purchase in over 30 days, we will use push notifications and discounts to re-engage them.

During the payday period.
When there is a price drop on a product they have previously purchased.
When there is a campaign for a product they have previously purchased.
One week after their purchase, since most of our users restock weekly, as shown in the user persona above.

For users who haven’t made a repeat purchase in over 30 days, we will use push notifications and discounts to re-engage them.

Impact

Kingkong Past Purchase Item