AppCard
UX/UI Designer
Project Overview
Role
UX/UI Designer
Year
Jan 2019 to Sep 2019
Problem
Traditional retail sales lack effective methods for analyzing customer behavior and targeting marketing efforts. Businesses struggle to maximize customer lifetime value and face challenges reaching their target audience with personalized offers.
The project aimed to leverage data-driven marketing strategies and create a user-centric design solution. This solution empowers businesses to analyze customer behavior, target specific demographics, and motivate customers to increase their lifetime value.
As the UX/UI Lead Designer at AppCard, my responsibilities included developing user-centered web and mobile experiences, conducting research, prototyping, and implementing designs for business growth.
I led UX/UI design projects, conducted user research, created prototypes, and ensured seamless design implementation for AppCard’s global data-driven marketing platform.
Understanding the User
User Survey Questions
Our survey questions were thoughtfully crafted to gather valuable insights into customers’ experiences with loyalty programs. We delved into their preferences regarding rewards, communication, and gathered suggestions for enhancements. Key inquiries comprised:
Key Takeaways
- Most respondents actively utilize loyalty programs and consider them influential in their purchasing decisions.
- While customers generally express satisfaction with loyalty programs, they place high value on personalized rewards and incentives.
- Preferred communication channels vary, with email and mobile apps being the most prevalent choices.
- Challenges revolve around difficulties in tracking rewards, encountering irrelevant offers, and navigating complex program structures.
- Customers express a desire for features such as simplified redemption processes, seamless mobile integration, and personalized recommendations.
- Positive experiences with loyalty programs significantly enhance the likelihood of recommending a business to others.
User Research: Pain Points
1.
Program Complexity
Users frequently encounter confusion and frustration due to complex loyalty program structures and rules, leading to decreased engagement.
2.
Tracking Challenge
Many users struggle to effectively monitor their rewards, points, and redemption options, resulting in a subpar user experience.
3.
Irrelevant Offers
Users are often inundated with offers and promotions that do not align with their preferences or shopping habits, diminishing the perceived value of the loyalty program.
User Persona
Problem Statment
Mark Thompson is a marketing manager who needs a comprehensive customer loyalty and engagement platform like AppCard because the lack of an effective loyalty program and customer insights hinders his ability to drive customer retention, increase repeat purchases, and make data-driven marketing decisions.
User Journey Map
Enhance customer loyalty and revenue growth using AppCard’s data-driven marketing platform. Provide personalized experiences and maximize customer lifetime value.
Starting the Design
Initial designs incorporated some customization, but post usability studies, I overhauled the design to ensure user-friendly app navigation.
AppCard End-User Site
Splash Screen
The initial screen displayed when launching the AppCard app, setting the tone for the user experience.
Coupons Screen
Users have the option to clip coupons and subsequently redeem them at participating merchant stores.
Profile
The user’s personal profile information is housed here for easy management and access.
Receipts
User receipts are conveniently centralized in this section for easy access and reference.
Mail Box
A central location where all communications and messages for the stores the user is associated with are collected and organized.
Store Information
Comprehensive details about the store, including information about all its branches.
The Login Flow
An overview of the step-by-step process for user login within the app.
AppCard App Login Flow
Start a New Campaign
Merchants can choose the type of campaign to initiate. They can opt for suggested campaigns tailored to their campaign history or select from a broader range of template campaigns.
Account Details
Merchants can manage their store details and the available rewards programs for their stores in this section.
Accessibility Considerations
1.
Enabled Accessibility for Vision-Impaired Users
Implemented alt text for images to ensure compatibility with screen readers, enhancing accessibility for users with visual impairments.
2.
Enhanced Navigation with Icons
Incorporated icons to improve navigation, benefiting users with various abilities.
Going Forward
Impact
By adopting the AppCard platform, businesses can elevate customer retention rates, stimulate repeat purchases, and attain vital insights into customer behavior. This, in turn, propels revenue growth and nurtures enduring customer loyalty.
What I learned
My engagement with the AppCard project provided invaluable experience in designing and executing a robust loyalty and engagement platform. I harnessed data-driven marketing strategies to enhance customer experiences and contribute to business triumph.
Next Steps
1.
Validate Solutions with Usability Studies
Conduct another round of usability studies to verify if the identified pain points have been successfully addressed and to gather additional user feedback.
2.
Explore Further User Needs
Expand user research efforts to uncover any emerging areas of need or opportunities for improvement in the platform’s design and functionality.
Let’s Connect!
Thank you for your time reviewing my work on Appcard!
If you’d like to get in touch, my contact information is provided below.
Tel
+972-54-5502209
idanshadi@gmail.com