![UI is simple in order to not interfere with content - clothes images. The only element pushed to the front is the Loyalty points and Savings calculator that solves main pain points.]()
UI is simple in order to not interfere with content - clothes images. The only element pushed to the front is the Loyalty points and Savings calculator that solves main pain points. ![We found that most users avoid loyalty programs that do not benefit them daily because they do not want another card in their wallet.
PAIN POINT: Crowded wallet
SOLUTION: Digital Card
A digital loyalty card is not only removing that physical pain point but also enables the user to see their loyalty account at all times. Users carry their phones with them all the time, so there are no more situations in which the user forgets to take their loyalty card with them.]()
We found that most users avoid loyalty programs that do not benefit them daily because they do not want another card in their wallet.
PAIN POINT: Crowded wallet
SOLUTION: Digital Card
A digital loyalty card is not only removing that physical pain point but also enables the user to see their loyalty account at all times. Users carry their phones with them all the time, so there are no more situations in which the user forgets to take their loyalty card with them. ![PAINPOINT: Shopping list
Research has shown that women usually make shopping lists before going shopping. They use platforms like Pinterest to create “mood boards” of items that they are interested in, and then they search for similar items.
SOLUTION: Moodboard
User can like/save an item in a wishlist. In that way, the user can quickly access preferred items while shopping. Items in the wishlist have a calculator feature as well, so the user can quickly calculate their shopping combinations.]()
PAINPOINT: Shopping list
Research has shown that women usually make shopping lists before going shopping. They use platforms like Pinterest to create “mood boards” of items that they are interested in, and then they search for similar items.
SOLUTION: Moodboard
User can like/save an item in a wishlist. In that way, the user can quickly access preferred items while shopping. Items in the wishlist have a calculator feature as well, so the user can quickly calculate their shopping combinations. ![PAINPOINT: Not enough information about benefits of loyalty program
There is no easily accessible information about the benefits of most loyalty programs, so users don't see a reason to use it. Users tend to get information on their loyalty account and/or benefit only when they get to the cash register.
SOLUTION: Calculator
We created a feature that calculates either points being collected or spent in real-time, so the user can clearly see the benefits of a particular purchase.]()
PAINPOINT: Not enough information about benefits of loyalty program
There is no easily accessible information about the benefits of most loyalty programs, so users don't see a reason to use it. Users tend to get information on their loyalty account and/or benefit only when they get to the cash register.
SOLUTION: Calculator
We created a feature that calculates either points being collected or spent in real-time, so the user can clearly see the benefits of a particular purchase. ![We decided to research general experience with loyalty programs to get a broader insight into challenges and opportunities in that field of services. We created a research plan in order to frame problems that we want to address in our research.
Based on the user target group, we conducted user interviews with five test users from our company. We screened them and made sure that they were not familiar with the project to avoid bias.]()
We decided to research general experience with loyalty programs to get a broader insight into challenges and opportunities in that field of services. We created a research plan in order to frame problems that we want to address in our research.
Based on the user target group, we conducted user interviews with five test users from our company. We screened them and made sure that they were not familiar with the project to avoid bias. ![n order to grasp insights into user needs, goals, and pain points that we have collected during the interviews, I have created Affinity map and Persona. After we had clear insights into main pain points, we created problem statements, HMW questions, and a hypothesis of our proposed solutions.]()
n order to grasp insights into user needs, goals, and pain points that we have collected during the interviews, I have created Affinity map and Persona. After we had clear insights into main pain points, we created problem statements, HMW questions, and a hypothesis of our proposed solutions.
![To find a solution for issues and needs that we discovered in previous steps, we created problem statements, HMW questions, and finally, a hypothesis. From the hypothesis, we defined features.
We put the features into a 2x2 Matrix in order to prioritize them and find our MVP solution. We called stakeholders for this project to verify our solution before going into the execution part of the project.
As stakeholders confirmed our proposal, we moved to user flow.]()
To find a solution for issues and needs that we discovered in previous steps, we created problem statements, HMW questions, and finally, a hypothesis. From the hypothesis, we defined features.
We put the features into a 2x2 Matrix in order to prioritize them and find our MVP solution. We called stakeholders for this project to verify our solution before going into the execution part of the project.
As stakeholders confirmed our proposal, we moved to user flow. ![User flow, Wireframes, Screen Flow]()
User flow, Wireframes, Screen Flow I did the original project as a one-week UX design session in a team of two that I led. Our goal was to find a solution that would enhance the use of a loyalty program of a large fashion retailer store.
I led the UX design steps and my colleague was responsible for the execution of wireframes and UI. We did some research, synthesized it into persona and hypothesis, created user flows, wireframes, screen flows, UI, and finally a prototype that we tested to prove our assumptions. After some tweaks of copy, tests were completed successfully.
For the sake of NDA, I created this case study with new, debranded UI, wireframes, and prototype. I‘ve chosen Peek & Cloppenburg as a random but similar brand. UX deliverables that are presented are original ones from the project.
My role:
- Team lead
- Project management
- UX research: User interviews
- Affinity map
- Persona
- Feature prioritization and MVP
- User flow
- Screen flow
- Wireframes
- UI
- Prototype
- Usability testing
- Sales pitch
Published:May 29, 2020
