Designing convenience to win customer loyalty

Designing convenience to win customer loyalty

Designing convenience to win customer loyalty

Company: Lightspeed
Services: UX Research & UI Design
Team: Individual Project
Duration: November 2022

The Story

An HR tech Product owner noticed that our Navigation menu was more like a maze than a guide! She had an idea - direct our new visitors to the main platform page first and then let them explore other engaging pages.


So, she collaborated with me, a UX specialist, and we applied some Information Architecture techniques and iterative testing strategies to it! An improved user journey lies ahead.

Lightspeed researchers conducted qualitative research to identify underserved user needs in the market. Then, through quantitative research, we determined which ones were most important and least satisfied. I then combined the Jobs-To-Be-Done and Design thinking processes to dig deeper and design a solution.

Lightspeed researchers conducted qualitative research to identify underserved user needs in the market. Then, through quantitative research, we determined which ones were most important and least satisfied. I then combined the Jobs-To-Be-Done and Design thinking processes to dig deeper and design a solution.

Problem

Solution

Our users were playing hide & seek with our navigation menu - not fun!

1. Customers never have their loyalty cards with them when they need them.

2. Store owners want to find customer info with fewer clicks on their system.

1. Customers never have their loyalty cards with them when they need them.

2. Store owners want to find customer info with fewer clicks on their system.

Let's clear the fog and redesign the Nav to be user-friendly.

Outcome

Results

Our iterative approach danced its way to success, creating an intuitive navigation menu. Now, our users are happily grooving to the Nav’s beat!

A unified app that allowed users to get loyalty points from multiple stores and redeem coupons as well.

A unified app that allowed users to get loyalty points from multiple stores and redeem coupons as well.

60% of users were focused on checking out the Platform tab first! Mission accomplished.

85% of testers said they’d recommend the app to a friend. Users liked that they could view all coupons in one place without carrying multiple cards and scan the QR code for quick account verification at the cash register.

85% of testers said they’d recommend the app to a friend. Users liked that they could view all coupons in one place without carrying multiple cards and scan the QR code for quick account verification at the cash register.

Steps Taken

Overview Of Steps Taken

Quantitative Research

Competitive Analysis

Problem Statement Definition

User Persona

Core Functional JTBD

How Might We Questions

User Storyboarding

Task Flow

Low-Fi Wireframing

Prototyping & Testing

User Feedback Analysis

Quantitative Research

Quantitative Research

We played detective to find out why our users were lost in the navigation menu.

I collected feedback from end-users to narrow down unmet needs to solve.

I collected feedback from end-users to narrow down unmet needs to solve.

Determine User Goal

Data Synthesis

Data Synthesis

Learn if they can engage their workforce and track success with ease and style.

Categorized all data to see what unmet needs to prioritize.

Categorized all data to see what unmet needs to prioritize.

Competitive Analysis

Peeked at our competitors' playgrounds to understand the rules of the game.

Peeked at solutions out there to understand the rules of the game. Pros and Cons

Peeked at solutions out there to understand the rules of the game. Pros and Cons

Stakeholder Collaboration

Problem statement

Problem statement

Brainstormed with our internal wizards to highlight the must-haves.

Used the 5 whys to get to the root cause of the issue.

Used the 5 whys to get to the root cause of the issue.

Site Mapping

User Persona

User Persona

Sketched a treasure map to our platform - X marks the spot!

I built a user persona based on the research participants.

I built a user persona based on the research participants.

Mikey

38 years old

Developer

Toronto

“I want my brand loyalty to be rewarded .”

Pain points: I never have my loyalty cards with me when I need them.


Desires: I’d like to receive coupons and discount codes and have them ready without going to my email to find stuff.

Mikey

38 years old

Developer

Toronto

“I want my brand loyalty to be rewarded .”

Pain points: I never have my loyalty cards with me when I need them.


Desires: I’d like to receive coupons and discount codes and have them ready without going to my email to find stuff.

Card Sorting Workshops

Core Functional Jobs-To-Be-done

Core Functional Jobs-To-Be-done

Hosted a card sorting game with our users to get into their heads.

I had to reflect on "What job are our users trying to get done?"

I had to reflect on "What job are our users trying to get done?"

Jobs-To-Be-Done:

Jobs-To-Be-Done:

Get discounts when shopping.

Get discounts when shopping.

Wireframing Iterations

Ideation With How Might We Questions

Ideation With How Might We Questions

We played with building blocks (wireframes) until we got it made sense.

Reframing the problem to “how might we” questions to ideate solutions.

I had to reflect on "What job are our users trying to get done?"

Reframing the problem to “how might we” questions to ideate solutions.

Usability Testing

Storyboarding

Storyboarding

Put our design to the test - Can users find what they’re looking for?

I drew a story to help me imagine how the user would benefit from the solution.

I drew a story to help me imagine how the user would benefit from the solution.

Refinement based on User Input

Task Flow

Low-Fi Wireframes

Listened to our users and polished our design until it shone.

Mapped out the actions and screens the user needs to complete the job.

Created the screens to bring the flow to life and designed the mobile user journey to help the user accomplish their goal.

Task Flow

Mapped out the actions and screens the user needs to complete the job.

User Testing

Tested prototype on Maze with 12 users and received constructive feedback that improved the prototype.

Results

Results

Hi-Fi Prototype Screens

I built the Prototype in Figma while staying focused on the users' unmet need.

User Testing

Tested prototype on Maze with 12 users and received constructive feedback that improved the prototype.

Style Guide

Created a Style guide for the UI look and feel while considering the industry and UX principles.

Low-Fi Wireframes

Created the screens to bring the flow to life and designed the mobile user journey to help the user accomplish their goal.

Style Guide

Created a Style guide for the UI look and feel while considering the industry and UX principles.

Final Product

Results

New Nav

Hi-Fi Prototype Screens

Created the screens to bring the flow to life and designed the mobile user journey to help the user accomplish their goal.

I built the Prototype in Figma while staying focused on the users' unmet need.

Final Product

The Points App

Final Thoughts

Final Thoughts

The Navigation needs to be revisited every few months as more pages and content get added to the product.


At times the categories may start to shift and change so we shouldn’t just keep adding to the tabs.


We can re-design the navigation to guide users based on the job they are trying to get done and the business objectives.


I would have liked to develop two personas, one the end-user and two the store owner and design the experience for both.


If I had more time, I would have loved to design an extension that would help users collect points when shopping online. The users raised this concern many times during the quantitative user research.

I would have liked to develop two personas, one the end-user and two the store owner and design the experience for both.


If I had more time, I would have loved to design an extension that would help users collect points when shopping online. The users raised this concern many times during the quantitative user research.

Final Product

The Points App

The Story

Lightspeed researchers conducted qualitative research to identify underserved user needs in the market. Then, through quantitative research, we determined which ones were most important and least satisfied. I then combined the Jobs-To-Be-Done and Design thinking processes to dig deeper and design a solution.

Problem

Solution

1. Customers never have their loyalty cards with them when they need them.


2. Store owners want to find customer info with fewer clicks on their system.

Let's clear the fog and redesign the Nav to be user-friendly.

Outcome

Results

A unified app that allowed users to get loyalty points from multiple stores and redeem coupons as well.

85% of testers said they’d recommend the app to a friend. Users liked that they could view all coupons in one place without carrying multiple cards and scan the QR code for quick account verification at the cash register.

Overview Of Steps Taken

Quantitative Research

Competitive Analysis

Problem Statement Definition

User Persona

Core Functional JTBD

How Might We Questions

User Storyboarding

Task Flow

Low-Fi Wireframing

Prototyping & Testing

Steps Taken

Quantitative Research

I collected feedback from end-users to narrow down unmet needs to solve.

Data Synthesis

Categorized all data to see what unmet needs to prioritize.

Competitive Analysis

Peeked at solutions out there to understand the rules of the game. Pros and Cons

Problem statement

Used the 5 whys to get to the root cause of the issue.

User Persona

I built a user persona based on the research participants.

Mikey

38 years old

Developer

Toronto

“I want my brand loyalty to be rewarded .”

Pain points: I never have my loyalty cards with me when I need them.


Desires: I’d like to receive coupons and discount codes and have them ready without going to my email to find stuff.

Core Functional Jobs-To-Be-done

I had to reflect on "What job are our users trying to get done?"

Jobs-To-Be-Done:

Get discounts when shopping.

Ideation With How Might We Questions

Reframing the problem to “how might we” questions to ideate solutions.

Storyboarding

I drew a story to help me imagine how the user would benefit from the solution.

Task Flow

Mapped out the actions and screens the user needs to complete the job.

Style Guide

Created a Style guide for the UI look and feel while considering the industry and UX principles.

Low-Fi Wireframes

Mapping out the actions and screens needed by the user to get the job done.

Results

Hi-Fi Prototype Screens

I built the Prototype in Figma while staying focused on the users' unmet need.

User Testing

Tested prototype on Maze with 12 users and received constructive feedback that improved the prototype.

Final Product

The Points App

Final Thoughts

I would have liked to develop two personas, one the end-user and two the store owner and design the experience for both.


If I had more time, I would have loved to design an extension that would help users collect points when shopping online. The users raised this concern many times during the quantitative user research.

Let's Collaborate

Copyright 2024 Design by - Salimeh Miller

Let's Collaborate

Copyright 2024 Design by - Salimeh Miller

Let's Collaborate

Copyright 2024 Design by - Salimeh Miller

Let's Collaborate

Copyright 2024 Design by - Salimeh Miller