Category
Product Design
Client
Royal Mail
Products
App - Research, Wireframe, Mockups, Prototypes
Problems
The Retail Group’s rewards system is currently fragmented across its various brands. To add more value to their customers’ point earnings, the Group is looking to develop a consolidated platform. This would allow customers to be rewarded for their loyalty in one place, simplifying and enhancing their overall experience.
Research
Pain Points
We have identified pain points for MoneyBack users, particularly in the area of rewards and offers redemption.
Cluttered locations of redeemed offers and rewards frustrate users during the redemption and spending processes.
Similarity of offer and reward cards makes browsing and redemptions confusing
Complicated and lengthy steps and rules for redemptions diminish the desire to redeem
MoneyBack Offer and Reward Cards
Opportunities
Rewards and offers redemption is a one of the areas where we see valuable opportunities for yuu to excel among competitors.
A centralised location for all redeemed offers and rewards, and possibly a quick access to them
Clear indicators to help users distinguish between offers and rewards and whether they require points for redemption
Simple and easy-to-understand steps and rules for redeeming rewards
Solution
I have come up with a set of user stories that are a combination of the existing functions and newly defined solutions to address pain points based on my research.
5-Second Tests
20 participants have been invited to take part in the 5-second tests for the 2 versions of card list designs. After taking quick looks on the designs, they were given 3 questions to answer.
Questions
What brands did you see from the cards?
Please describe the differences you noticed between the cards.
Was there anything confusing?
5-Second Test for Design 2
Results Analysis
In Design 2,
90% of the participants were able to distinguish between Offer and Reward cards by their badges.
The majority of participants noticed whether points were present on the cards.
Both of these components received significantly fewer mentions in the test for Design 1.
UI Prototype
Design features to help differentiate between rewards and offers:
"Just for Yuu" badges for free unique member offers and "Yuu Reward" badges for point-based rewards
Points display on cards and details pages for point-based rewards
Use of visual-focused and info-light feature images to prevent confusion caused by an overload of text and other information, which leads to the reduced motivation to redeem
Impact
Top App
on iPhones and Androids
Yuu topped the App Store and Google Play’s Free Apps charts in Hong Kong for months after its launch and is still the 2nd Top Free App on App Store at this moment in 2024.
4 Million +
active members
More than 4 million of Hong Kong’s 7 million residents have registered as Yuu members through the app, with 2 million signing up in the first 10 days, thanks to its streamlined and intuitive registration process.
Email to learn more:
winglokkee@gmail.com
