Mobile loyalty program
BACKGROUND
BreezeRewards is a loyalty program owned by a Taiwan-based chain of the department store. They come to us and asked to design and develop an app for their customer. After that, they wanted to add a new feature “online gift voucher”. During their anniversary sales, they have a promotion that you can get gift voucher when you spent a certain amount.
RESPONSIBILITY
Information Architecture
User flows
Wireframes
Prototype
User Research
GOAL:
1. Ease of use
2. Offering relevant rewards to customers
3. Increasing customer acquisition
CHALLENGE:
1. Helping users understand how to use this new feature.
2. Understand the most important thing user cares.
3. Let users track their Spending and gift voucher they got.
4. Let user notice gift voucher deadline
DESIGN:
1. Wireframes
2. Try different concepts
3. New feature introduction
Research
After we launched this new feature. I really wish I had a chance to understand how our user interacts with it (This client didn’t have a budget to do the whole research) So I decided to do it by myself. I asked my boss to do the research at least once. It turns out some pretty good insights.
Wanted to know:
did users download this app?
Did users know our new feature? how did you know it?
Will they use it? why or why not?
Did users know how to use it?
Insight:
1. Users didn’t even notice the new feature. (didn't notice/didn't update......)
2. After I explained the new feature to them. They really love it.
3. We really need to think about this product as a service design. The experience is not only about this app but also about how salesclerks or customer service interact with our customer to help them understand the whole service.
4. There are more things (parking free、rent baby cart……)we can do to help to increase customer satisfaction and improve customer service efficiency.