Making it easier to get real value from your loyalty

Summary

Customers registered in the 7-Rewards loyalty program were not engaging with it as the business expected. An improved user flow and coupon mechanics helped increase the number of points users were saving into their wallets.

This project was part of a larger native apps redesign org-wide effort for which I also led the Design System creation and internal adoption strategy.

Team & Role

Senior UX Designer collaborating with a Product Manager, UX Manager, UX Researcher and Front-end Developer.

For the Coupon Experience, I was responsible for mapping the back-end information flow and the current user experience, defining UX Research questions, improving user flows, UI design and handing off specs to Engineering.

For the native apps Design System efforts, I was responsible for auditing existing UI, creating components in alignment with branding and a multi-platform strategy, tooling assets using Sketch + Abstract, and coaching UX designers on how to easily adopt them into their ongoing design projects.

Problem

The business was not seeing the expected engagement with their loyalty program since launched. Customers also wanted to be rewarded for their loyalty, but the program was confusing to use and it was hard to discover how to get tangible value from it.

The goal was to remove as much friction as possible for customers to engage with the program and find ways to make it better aligned with their consumption habits.

Challenges

• The backend had constraints to work around in order to offer an experience that better matched the customer’s mental model.
• Obtaining time from UX Research to perform user interviews required convincing UX Management of the importance of doing so.
• Commitments with external providers created pressure to prioritize certain products in the interface that didn’t match with customer’s behavior.
• In-progress native apps redesign to consolidate several services into a “OneApp”.

Solution

To improve the Coupon Experience, I proposed a redesigned Information Architecture for the Home Screen and Deals section for improved clarity and easier access to customers’ barcode.

As for the Design System, I created a Sketch Library with multi-platform components (iOS, Android), specs, guidelines and self-contained documentation. This was version-controlled using Abstract and developers specs were managed using Zeplin.

Process

Results

• The number of scans (average points saved by customers) increased by about 40% largely due to the more intuitive mobile user experience.
• Rewards coupons mechanics were easier to understand by customers, as reported in later user testing sessions.
• The Unity Design system was widely adopted in other features of the apps, leading to increased consistency across the design team’s output and reduced the interfaces user’s learning curve