Optimizing Voucher Activation
Key words: User research, UX/UI Design, Telemedicine, Delivery drivers.
Problem Statement
“Why did only 10% of users activate their vouchers?”
— Head of product and marketing at MedPass (Principal project stakeholder).Summary
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The current voucher activation journey for Rappi delivery drivers reveals significant friction points that lead to frustration.
This results in reduced voucher activation rates and an increase in support requests.
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Fragmented Flow: The activation process forces users through disjointed steps and multiple screens.
Ambiguous Guidance: Instructions lack clarity, leading to user hesitation and errors.
Limited Visibility: Our support team struggles to diagnose issues quickly due to insufficient insight into user progress.
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One Smooth Flow: Build a single, step-by-step activation process.
Clear Guidance: Add simple, visual instructions directly in the flow.
Improve Support Tools: Give our support team clear insights into user progress.Limited Visibility: Our support team struggles to diagnose issues quickly due to insufficient insight into user progress.
Clients
Rappi & MedPass
Year
2021
Industries
Delivery & Health.
Role
UX Researcher
"Delivery strikes against delivery apps spread and have lasted for days"
"On strike, delivery drivers fight for pay raises"
Project Scope
Context
Goal
At first glance, it seemed like a technical issue: delivery drivers were struggling to activate their health vouchers—a process expected to be simple and beneficial. But behind the low activation rates and increased reliance on support was a deeper, more human problem.
This project wasn’t just about fixing a flow. It was about rebuilding trust, simplifying communication, and researching a user group that is frustrated and disengaged.
Identify opportunities to streamline and enhance the voucher/service activation journey, improving it into an intuitive and frictionless user flow.
Research Plan
Benchmark
1
Online survey
2
Remote interviews
3
Generate Insights
4
Presentation
5
Benchmark
I analyzed 2 direct competitors to map effective UX patterns, trust-building strategies, and communication tactics.
The goal was to identify how other platforms guide users through onboarding and service activation journeys — especially in high-friction scenarios — and to extract best practices that could inform more intuitive, credible, and reassuring user experiences in our solution.
Survey + Interview
To gain quantitative insights at scale, we launched a structured survey targeting delivery drivers who had purchased Silver or Gold tier service plans. The survey aimed to uncover drivers' awareness of key features, pain points during activation, and the perceived value of the service according to different personas.
Despite the challenge of recruiting participants amid ongoing driver protests, the survey successfully validated key hypotheses and revealed critical communication gaps that need to be addressed. To ensure inclusivity, we also conducted interviews with two participants online who were unable to complete the online survey, allowing us to capture their perspectives in depth.
User journey Map
To better understand the service experience from the perspective of Rappi's delivery partners, I mapped the full user journey — from plan selection to activation. This step was essential to highlight friction points and emotional breakdowns that directly impacted satisfaction and service use.
Activities
Mapped the end-to-end experience across two key flows: plan purchase and benefit activation.
Applied the Delivery Partner Persona, developed through previous research, to ensure human-centered insights.
Identified critical pain points and blockers that compromised service understanding and trust.
Synthesized the needs of both users and stakeholders (support teams, business units).
Prioritized UX and service opportunities based on emotional and operational impact.
