CALIDA
2024
User research & design for a loyalty program
OVERVIEW & TASKS
I worked on designing a user-friendly loyalty program for a Swiss e-commerce company balancing several complex requirements and set limitations posed by the platform, payment provider and stakeholders.
UX/UI Design
UX Research
CHALLENGES
Ensure usability across online and offline channels
Enable voucher redemption and point-to-voucher conversion
Simplify a non-intuitive points system and tier benefits
Seamlessly migrate users from the old program
Address the disconnect between account creation and automatic loyalty program enrollment
PROCESS
Several workshops with stakeholders, the product owner, and me as a UX designer clarified program requirements and constraints.
The project began with designing the voucher redemption process during checkout, as this was considered the most common user journey. Two versions were tested with 5 users, yielding key insights:
Users preferred toggle over button functionality for voucher activation
Amount of points and information about expiration needed improvement
Version 1
Version 2
I continued using the toggle switch for voucher application and tweaked the design to show more clearly the amount of points users had. I removed the info about expiration time and added a "valid until date" information instead. Revisions were validated by the same users, who approved the updated design.
Next, I designed the loyalty section in the user account, including:
Points Overview: Tier status, total points, and point-to-voucher conversion
Tier Benefits: Clear comparison of loyalty tiers
FAQ Section: Addressing common questions
Digital Club Card: Simplifying the sign-in process in stores using the smartphone
Before testing
After testing
During a usability dinner with 12 users, feedback led to improvements such as:
Clearer distinction between bonus and status points
Removing the club card on desktop, only showing on mobile devices
Shorter, concise informational text and a shorter overall page by reducing unnecessary elements
Improved points calculation examples and visuals
Enhanced prominence for bonus points, member ID, FAQs, and club details
After refining the design, a final round of testing with two users confirmed no further adjustments were needed. Final designs were delivered to development in November 2024.
LESSONS LEARNED
Iterative testing helped improving the product as it highlighted unneccessary information on the page and pointed us to confusing design elements
Breaking up the project into 2 user journeys - point redemption in the checkout and voucher creation in the account - made testing a lot easier and efficient as it required less complex prototypes and findings from the first user journey could already be applied to the account
The fact that we couldn't change the calculation logic of money to points and points to voucher was frustrating in the beginning but demanded even better UX design. Doing extensive testing helped especially to address this problem.
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OVERVIEW & TASKS
I worked on designing a user-friendly loyalty program for a Swiss e-commerce company balancing several complex requirements and set limitations posed by the platform, payment provider and stakeholders.
UX/UI Design
UX Research
CHALLENGES
Ensure usability across online and offline channels
Enable voucher redemption and point-to-voucher conversion
Simplify a non-intuitive points system and tier benefits
Seamlessly migrate users from the old program
Address the disconnect between account creation and automatic loyalty program enrollment
PROCESS
Several workshops with stakeholders, the product owner, and me as a UX designer clarified program requirements and constraints.
The project began with designing the voucher redemption process during checkout, as this was considered the most common user journey. Two versions were tested with 5 users, yielding key insights:
Users preferred toggle over button functionality for voucher activation
Amount of points and information about expiration needed improvement
Version 1
Version 2
I continued using the toggle switch for voucher application and tweaked the design to show more clearly the amount of points users had. I removed the info about expiration time and added a "valid until date" information instead. Revisions were validated by the same users, who approved the updated design.
Next, I designed the loyalty section in the user account, including:
Points Overview: Tier status, total points, and point-to-voucher conversion
Tier Benefits: Clear comparison of loyalty tiers
FAQ Section: Addressing common questions
Digital Club Card: Simplifying the sign-in process in stores using the smartphone
Before testing
After testing
During a usability dinner with 12 users, feedback led to improvements such as:
Clearer distinction between bonus and status points
Removing the club card on desktop, only showing on mobile devices
Shorter, concise informational text and a shorter overall page by reducing unnecessary elements
Improved points calculation examples and visuals
Enhanced prominence for bonus points, member ID, FAQs, and club details
After refining the design, a final round of testing with two users confirmed no further adjustments were needed. Final designs were delivered to development in November 2024.
LESSONS LEARNED
Iterative testing helped improving the product as it highlighted unneccessary information on the page and pointed us to confusing design elements
Breaking up the project into 2 user journeys - point redemption in the checkout and voucher creation in the account - made testing a lot easier and efficient as it required less complex prototypes and findings from the first user journey could already be applied to the account
The fact that we couldn't change the calculation logic of money to points and points to voucher was frustrating in the beginning but demanded even better UX design. Doing extensive testing helped especially to address this problem.
Back to top