Today’s customers grab at every opportunity to save money. Earning rewards points is a good way to do that. With customer loyalty rewards programs becoming a norm among food and beverage retailers, your company can get behind if you don’t have one.
Positivitea, a (fictional) successful chain of milk tea shops around the world, wanted to look at the possibility of designing a mobile app for their customer loyalty rewards program. This would enable them to improve customer satisfaction and retention.
After creating a user research plan, 5 adult professionals who regularly use apps for customer loyalty rewards programs were interviewed.
Users usually open the app only when there is a push notification of a special promo and want additional ways to earn rewards and maximize saving money.
Users want to be able to order and track rewards in a single app. They don’t want separate apps for these functions.
After synthesizing the user research using Miro, I used the Crazy 8 Method to sketch out ideas on pen and paper.
I experimented with different ways on how to place the different features I wanted to design.
One of the key findings from my user interviews was that users want additional ways to earn rewards and maximize saving money, so I added roulette game, deals, and offers features.
Once I had a good idea of my proposed solution, I developed a low-fidelity prototype on Figma. I believe in a content-first strategy so I already wrote the copy even if it’s still low-fidelity.
I then did a usability test with 1 user. She was able to successfully do the 2 tasks designed: earn points while in store by showing a bar code and play Tea Time, a roulette game for earning more points. However, she found the copy for the button of the first task confusing. I iterated and changed the copy from “Earn in Store” to “Scan Bar Code”.
I sourced inspiration from Mobbin about what the app would ideally look like. I then decided on basing my design on the Material Design system because I wanted to use best practices and follow design guidelines.
After creating a style guide and pattern library for the app, I designed the hi-fidelity prototype and iterated once more for accessibility purposes by making sure the color contrast was acceptable under WCAG standards.
10 users were recruited for an unmoderated usability test using Lookback. They were given 2 tasks:
TASK 1: SCAN BAR CODE
All users completed the task, however, 2 users got confused at first and tried clicking on”Buy” under the Deal of the Day card.
TASK 2: PLAY TEA TIME
All users completed the task.
Using the KPI of increasing task success rate, I decided to iterate the design of the Deal of the Day card.
Hypothesis: If we change “Buy” to “Order”, it will make it clearer to the user that this is different from showing their bar code in-store.
The final solution has 2 major features: Scan Bar Code and Play Tea Time, with 2 minor features (Deal of the Day and Reward of the Day) that can be added later.
With this, Positivitea can increase customer satisfaction and retention.
Before starting the design process, I thought conducting user research was not important and could be skipped. However, after designing Positivitea, I realized that a research-driven approach is necessary if we want to really solve the user’s problems.
Designing Positivitea also reinforced my belief that content is important and should be prioritized. Just by changing the words used in your design, you could significantly improve task sucess rate.