mockup1

Redesigning the User Experience of Singapore’s First Loyalty Reward App for Business Impact.

Redesigning the User Experience of Singapore’s First Loyalty Reward App for Business Impact.

A proposal of how an overhaul of the UX on Perx app could create better experience for users and inject value into the business, as well as, participating merchants.

A proposal of how a UX overhaul of the Perx app could create better experience for users and inject value into the business, as well as, participating merchants.

Responsibilities

Responsibilities

Team Lead | UX Design | UI Design | Growth Hacker

Team Lead | UX Design | UI Design | Growth Hacker

UX Techniques

UX Techniques

Stakeholder Interview | Market Research | Competitive Analysis | Contextual Inquiry | Heuristic Analysis | User Interviews | Usability Testing | Affinity Mapping | Persona | Customer Journey Mapping | Feature Prioritisation | User Flow | Taxonomy | Wireframing | Rapid Prototyping | UX Metrics

Stakeholder Interview | Market Research | Competitive Analysis | Contextual Inquiry | Heuristic Analysis | User Interviews | Usability Testing | Affinity Mapping | Persona | Customer Journey Mapping | Feature Prioritisation | User Flow | Taxonomy | Wireframing | Rapid Prototyping | UX Metrics

Tools

Tools

Google Forms | Google Docs | Google Slides | Facebook | Realtime Board | Video & Microphone | Adobe Illustrator | Adobe Photoshop | Sketch App | Marvel

Team Members

Team Members

Risiandi Jiang | Fareed Mustakin | Nic Yang | Charlotte Lee

Risiandi Jiang | Fareed Mustakin | Nic Yang | Charlotte Lee

The Brief

The Brief

The Brief

The Brief

To improve the User Experience on the Perx app to increase customer engagement across merchants. 

To improve the User Experience on the Perx app to increase customer engagement across merchants. 

My team were assigned to help Perx, Singapore’s first loyalty reward app, improve its user experience. However, after the initial meeting with the stakeholders, I realised that Perx needed more than that. But first…

My team were assigned to help Perx, Singapore’s first loyalty reward app, improve its user experience. However, after the initial meeting with the stakeholders, I realised that Perx needed more than that. But first…

Getting to Know the Business of Loyalty Rewards

Getting to Know the Business of Loyalty Rewards

We started downloading and analysing different loyalty reward apps before our first meeting with the stakeholders, to understand the competitive landscape Perx is in. During the meeting with the stakeholders, we asked a series of pertinent questions we had prepared as part of our stakeholders interview. From the session, we understood that Perx has about 20,000 monthly active users; their short term goal was to add 200 merchants and acquire 100,000 active users by the end of the year. The stakeholders reiterated their desire to create a more value added experience to the customer journey and increase cross-pollination across different merchants.

We started downloading and analysing different loyalty reward apps before our first meeting with the stakeholders, to understand the competitive landscape Perx is in. During the meeting with the stakeholders, we asked a series of pertinent questions we had prepared as part of our stakeholders interview. From the session, we understood that Perx has about 20,000 monthly active users; their short term goal was to add 200 merchants and acquire 100,000 active users by the end of the year. The stakeholders reiterated their desire to create a more value added experience to the customer journey and increase cross-pollination across different merchants.

To Diagnose the Problem, We Need to Understand the Symptoms

To Diagnose the Problem, We Need to Understand the Symptoms

To do that, we began our research by conducting an initial survey with a sample size of 93 participants to understand the market’s sentiments towards loyalty rewards apps. Based on our poll, almost half of the respondents have never used any loyalty reward apps. Interestingly, half of those who had used loyalty rewards app claimed that they have used Perx at some point.

To do that, we began our research by conducting an initial survey with a sample size of 93 participants to understand the market’s sentiments towards loyalty rewards apps. Based on our poll, almost half of the respondents have never used any loyalty reward apps. Interestingly, half of those who had used loyalty rewards app claimed that they have used Perx at some point.

Survey1

We knew there’s more to the story that what the data is revealing to us.

We knew there’s more to the story that what the data is revealing to us.

Survey2

Most of the poll participants mentioned that they only use the app only few times in a year.

Most of the poll participants mentioned that they only use the app only few times in a year.

However, their interaction frequency with the app revealed a deeper story of their attitude and behaviour when it comes to using Perx. We concluded we needed a more in-depth research and analysis to get better qualitative and quantitative data. So we conducted User Interviews of past, present and potential users, as well as, perform usability test on the current app.

However, their interaction frequency with the app revealed a deeper story of their attitude and behaviour when it comes to using Perx. We concluded we needed a more in-depth research and analysis to get better qualitative and quantitative data. So we conducted User Interviews of past, present and potential users, as well as, perform usability test on the current app.

Problems Discovery and Validations

Problems Discovery and Validations

We discovered many underlying UX issues with the current app that needed to be addressed, most of which could be attributed to the user flows and UI.

We discovered many underlying UX issues with the current app that needed to be addressed, most of which could be attributed to the user flows and UI.

Usability1

These are just a few examples of the more critical issues we discovered during our usability evaluation.

We conducted usability tests with seven users in neutral locations and learned that they faced the same critical issues we identified during our internal usability evaluation. We also observed that the apps performed poorly during the usability test when we asked users to perform a task to collect a chop from a merchant.

We conducted usability tests with seven users in neutral locations and learned that they faced the same critical issues we identified during our internal usability evaluation. We also observed that the apps performed poorly during the usability test when we asked users to perform a task to collect a chop from a merchant.

usability2

Poor performance on completing a task is by no means the fault of the users, but rather a reflection of the usability of the app and how it failed to help users accomplish their task.

Poor performance on completing a task is by no means the fault of the users, but rather a reflection of the usability of the app and how it failed to help users accomplish their task.

Digging Deeper to Get a Better Understanding

Digging Deeper to Get a Better Understanding

We conducted user interviews with twelve participants and extracted the data points to create an affinity diagram. To develop empathy towards the users, we developed three personas based on the affinity diagram — Past, Potential and Current users.

We conducted user interviews with twelve participants and extracted the data points to create an affinity diagram. To develop empathy towards the users, we developed three personas based on the affinity diagram — Past, Potential and Current users.

Personas

Personas of Past, Potential and Current users provided insights and helped us to empathise with their pain points and needs.

We created a customer journey map based on the Current user’s persona to visualise a holistic view of the customer experience as they interact with the Perx app. We chose take a closer look at Current user due to the fact that we needed to address their pain points and needs first, before we could reach out to Past and Potential users. They would be the ones that would be the easiest to engage at this point in time.

We created a customer journey map based on the Current user’s persona to visualise a holistic view of the customer experience as they interact with the Perx app. We chose take a closer look at Current user due to the fact that we needed to address their pain points and needs first, before we could reach out to Past and Potential users. They would be the ones that would be the easiest to engage at this point in time.

CJM_Final

The customer journey map allowed us to understand the users pain points through the different stages of their interaction with Perx app and address their needs while identifying opportunities to enhance their experience.

The Solution Strategy

The Solution Strategy

The Solution Strategy

To increase customer engagement and encourage cross-pollination across different merchants, we need to improve findability, create seamless task-driven flows and provide value that enhances user experience which will result in user advocacy on social media platforms.

To increase customer engagement and encourage cross-pollination across different merchants, we need to improve findability, create seamless task-driven flows and provide value that enhances user experience which will result in user advocacy on social media platforms.

So Many Opportunities for Improvements, So Little Time

So Many Opportunities for Improvements, So Little Time

We had to prioritise the features that would align user needs with Perx’s business goals. To do that, we created a prioritisation matrix to ensure the features that address both were in focus.

We had to prioritise the features that would align user needs with Perx’s business goals. To do that, we created a prioritisation matrix to ensure the features that address both were in focus.

FeaturesPriority

The features in focus are the ones that would address Perx’s business goals and user needs.

Once that was done, we created user flows to guide us towards designing a seamless task-driven flow for the Perx app.

Once that was done, we created user flows to guide us towards designing a seamless task-driven flow for the Perx app.

UserFlows

The user flows above informs us how we could design the pages, and determine what content and navigational links to include when we develop our wireframes and prototype.

Time to Develop Hi-Fi Prototypes But Before That…

Time to Develop Hi-Fi Prototypes But Before That…

We had to start with lo-fi sketches and then mi-fi digital wireframes. Once we had done that, we performed preliminary usability test on our mi-fi prototype. We discovered that the users we tested on were very visual and they couldn’t grasp the idea of grey boxes as placeholders for images. So we quickly iterated our design and produced a hi-fi prototype and tested it again in the wild, along Orchard Road.

We had to start with lo-fi sketches and then mi-fi digital wireframes. Once we had done that, we performed preliminary usability test on our mi-fi prototype. We discovered that the users we tested on were very visual and they couldn’t grasp the idea of grey boxes as place holders for images. So we quickly iterated our design and produced a hi-fi prototype and tested it again in the wild, along Orchard Road.

Mockup2

We also improved the onboarding process by making it more interactive. Click here to view our prototype of Perx Loyalty Reward app.

The Final Result

The Final Result

We conducted a second round of usability test on the redesigned Perx app with a fresh batch of seven users, and discovered that our prototype improved the overall usability of the app by leaps and bounds.

We conducted a second round of usability test on the redesigned Perx app with a fresh batch of seven users, and discovered that our prototype improved the overall usability of the app by leaps and bounds.

We conducted a second round of usability test on the redesigned Perx app with a fresh batch of seven users, and discovered that our prototype improved the overall usability of the app by leaps and bounds.

Results1

Overall usability improvements were made over the existing Perx app.

TimeOnTask2

The average time on task has been significantly improved to three times faster over the existing Perx app.

Confidence

We employed the confidence interval formula to cover any uncertainty in the result we derived from the second round of usability test on time on task.

What's the Secret?

What's the Secret?

There’s no big secret really. We just did our homework by conducting user research to analyse problems that users face when interacting with the app. We also identified areas of opportunities and used those as guides to create solutions that addresses user pain points and needs. Below are just a few examples of the improvements we made:

There’s no big secret really. We just did our homework by conducting user research to analyse problems that users face when interacting with the app. We also identified areas of opportunities and used those as guides to create solutions that addresses user pain points and needs. Below are just a few examples of the improvements we made:

problemsresolved

There were a plethora of improvements made, but the above are just some of the more critical ones which greatly impacted the user experience on the app.

There were a plethora of improvements made, but the above are just some of the more critical ones which greatly impacted the user experience on the app.

See? I told you, there’s no big secret. Just good old due diligence when it comes to designing for great user experience.

See? I told you, there’s no big secret. Just good old due diligence when it comes to designing for great user experience.

Increasing Customer Engagement Across Different Merchants

Increasing Customer Engagement Across Different Merchants

So far, I’ve only shown how we have improved the user experience. To increase customer engagement across merchants, we added a suggested list of reward offers by different merchants. It’s not a new groundbreaking idea, but it works. The users we tested on wanted to slide the carousel to view the suggestions (they couldn’t, because the prototype wasn’t fully functional).

So far, I’ve only shown how we have improved the user experience. To increase customer engagement across merchants, we added a suggested list of reward offers by different merchants. It’s not a new groundbreaking idea, but it works. The users we tested on wanted to slide the carousel to view the suggestions (they couldn’t, because the prototype wasn’t fully functional).

crosspollination

The smart suggestion carousel offers users with alternatives which encourages them to check out other reward offers from other merchants.

To Quote Steve Jobs, “Oh! One More Thing…”

To Quote Steve Jobs, “Oh! One More Thing…”

I also expanded the brief

I also expanded the brief

I also expanded the brief

To improve the User Experience on the Perx app to increase customer engagement across merchants AND empower perx with the opportunity to increase user adoption rate by the end of the year.

To improve the User Experience on the Perx app to increase customer engagement across merchants AND empower perx with the opportunity to increase user adoption rate by the end of the year.

To do that, I proposed a growth hacking strategy that would potentially increase user acquisition for Perx and promote participating merchants while promising them wider brand exposure through social media as per our solution strategy. The stakeholders were so impressed with the proposal that they informed us of their plan to implement our solutions proposal by the end of the year.

To do that, I proposed a growth hacking strategy that would potentially increase user acquisition for Perx and promote participating merchants while promising them wider brand exposure through social media as per our solution strategy. The stakeholders were so impressed with the proposal that they informed us of their plan to implement our solutions proposal by the end of the year.

So what’s the growth hacking strategy I proposed? You’re gonna have to hire me first before I reveal it. So what are you waiting for? Get in touch with me! ;)

So what’s the growth hacking strategy I proposed? You’re gonna have to hire me first before I reveal it. So what are you waiting for? Get in touch with me! ;)

Next Steps

Next Steps

Next Steps

  1. Further Research and analysis on the usability of ez-link system
  2. Ideation to enhance user experience of ez-link system
  3. Research the needs for targeted contents within the app
  4. Further exploration and research on the gamification feature
  5. Revisit and measure the effectiveness of our proposed solution
  1. Further Research and analysis on the usability of ez-link system
  2. Ideation to enhance user experience of ez-link system
  3. Research the needs for targeted contents within the app
  4. Further exploration and research on the gamification feature
  5. Revisit and measure the effectiveness of our proposed solution
  1. Further Research and analysis on the usability of ez-link system
  2. Ideation to enhance user experience of ez-link system
  3. Research the needs for targeted contents within the app
  4. Further exploration and research on the gamification feature
  5. Revisit and measure the effectiveness of our proposed solution

Learnings

Learnings

  1. Great project planning helps the team stay focused and efficient
  2. Plans never go according to plan, keep calm and adapt to change
  3. Recognising team members for their efforts and contributions when they perform and providing positive and constructive feedbacks help to increase their motivations and builds their confidence
  4. While I may have led the team, the team had shown me the way to become a better leader (Thanks team! You know who you are)
  1. Great project planning helps the team stay focused and efficient
  2. Plans never go according to plan, keep calm and adapt to change
  3. Recognising team members for their efforts and contributions when they perform and providing positive and constructive feedbacks help to increase their motivations and builds their confidence
  4. While I may have led the team, the team had shown me the way to become a better leader (Thanks team! You know who you are)

Selected Works

ZipHR Mobile Check-InUX + UI Design

Perx Loyalty Reward AppUX + UI Design

SG-MoviesUX + UI Design

NTUInformation Architecture + UX + UI Design