SERVICES
Brand / UX / UI
SECTOR
eCommerce
YEAR
2018
Showing customers some appreciation.
OVERVIEW
Enhance the onboarding journey by offering customers a compelling reason to share their information and build brand loyalty and trust.
THE CHALLENGE.
Reward loyalty.
Footasylum experienced a drop in customers who were willing to share their data. This task had two objectives: to provide the customers with reasons why they should share their data and to build trust and brand retention in the process.
Organising the logic
With insight gathered, I distilled my observations and presented my findings to the SLT. The session included lots of Sharpies and some rapid sketching, which helped create alignment and sparked lots of conversation around the next steps.
THE DISCOVERY.
Understanding expectations.
The discovery phase started with a review of the competitor landscape and an understanding of the stakeholder vision. As part of my discovery, I visited the Footasylum store and spoke with customers to understand their expectations of the brand.
THE REQUIREMENTS.
Designing for what users want to know, do & feel.
Synthesising research provided an opportunity for Footasylum to bring a customer experience to the marketplace. Data showed that 93% of the customers interviewed were signed up to some form of high street loyalty scheme. The requirements from the SLT were to offer meaningful benefits to the customer to promote repeat engagement.
Embracing constraints
With the web and app experience already in place, I aligned new ideas to the existing frameworks. Competitor analysis identified trends on the high street, the latest offers, rewards, and bonuses to help boost engagement. I began sketching ideas and wireframing opportunities to help me discover what worked and what didn't.
THE FRAMEWORK.
Setting the design direction.
I led multiple design workshops, where I encouraged employees from all departments to vote for their preferred colour scheme. After finalising the colour scheme, I conducted a series of rigorous usability lab sessions to gather user feedback, determine what worked and what didn't, and make necessary adjustments.
THE LAUNCH.
Introducing... UNLCKD
A loyalty experience that rewards customers with bonuses, latest offers, and vouchers to encourage customers to make repeat purchases in-store, online and via the app.
CAMPAIGN.
Positive results. Trust rewarded.
When UNLCKD launched in Q2 2018, Footasylum experienced a 174% increase in downloads from the App Store, a 22% uplift in online registration and a 31% increase in monthly in-store visits.
Showing customers some appreciation.
Showing customers some appreciation.
Showing customers some appreciation.
SERVICES
Brand / UX / UI
SECTOR
eCommerce
YEAR
2018
OVERVIEW
Enhance the onboarding journey by offering customers a compelling reason to share their information and build brand loyalty and trust.
THE CHALLENGE.
Reward loyalty.
Reward loyalty.
Footasylum experienced a drop in customers who were willing to share their data. This task had two objectives: to provide the customers with reasons why they should share their data and to build trust and brand retention in the process.
Footasylum experienced a drop in customers who were willing to share their data. This task had two objectives: to provide the customers with reasons why they should share their data and to build trust and brand retention in the process.
THE DISCOVERY.
Understanding expectations.
Understanding expectations.
The discovery phase started with a review of the competitor landscape and an understanding of the stakeholder vision. As part of my discovery, I visited the Footasylum store and spoke with customers to understand their expectations of the brand.
The discovery phase started with a review of the competitor landscape and an understanding of the stakeholder vision. As part of my discovery, I visited the Footasylum store and spoke with customers to understand their expectations of the brand.
Organising the logic
Organising the logic
With insight gathered, I distilled my observations and presented my findings to the SLT. The session included lots of Sharpies and some rapid sketching, which helped create alignment and sparked lots of conversation around the next steps.
With insight gathered, I distilled my observations and presented my findings to the SLT. The session included lots of Sharpies and some rapid sketching, which helped create alignment and sparked lots of conversation around the next steps.
THE REQUIREMENTS.
THE REQUIREMENTS.
Designing for what users want to know, do & feel.
Designing for what users want to know, do & feel.
Synthesising research provided an opportunity for Footasylum to bring a customer experience to the marketplace. Data showed that 93% of the customers interviewed were signed up to some form of high street loyalty scheme. The requirements from the SLT were to offer meaningful benefits to the customer to promote repeat engagement.
Synthesising research provided an opportunity for Footasylum to bring a customer experience to the marketplace. Data showed that 93% of the customers interviewed were signed up to some form of high street loyalty scheme. The requirements from the SLT were to offer meaningful benefits to the customer to promote repeat engagement.
Embracing constraints
Embracing constraints
With the web and app experience already in place, I aligned new ideas to the existing frameworks. Competitor analysis identified trends on the high street, the latest offers, rewards, and bonuses to help boost engagement. I began sketching ideas and wireframing opportunities to help me discover what worked and what didn't.
With the web and app experience already in place, I aligned new ideas to the existing frameworks. Competitor analysis identified trends on the high street, the latest offers, rewards, and bonuses to help boost engagement. I began sketching ideas and wireframing opportunities to help me discover what worked and what didn't.
THE FRAMEWORK.
THE FRAMEWORK.
Setting the design direction.
Setting the design direction.
I led multiple design workshops, where I encouraged employees from all departments to vote for their preferred colour scheme. After finalising the colour scheme, I conducted a series of rigorous usability lab sessions to gather user feedback, determine what worked and what didn't, and make necessary adjustments.
I led multiple design workshops, where I encouraged employees from all departments to vote for their preferred colour scheme. After finalising the colour scheme, I conducted a series of rigorous usability lab sessions to gather user feedback, determine what worked and what didn't, and make necessary adjustments.
THE LAUNCH.
THE LAUNCH.
Introducing... UNLCKD
Introducing... UNLCKD
A loyalty experience that rewards customers with bonuses, latest offers, and vouchers to encourage customers to make repeat purchases in-store, online and via the app.
A loyalty experience that rewards customers with bonuses, latest offers, and vouchers to encourage customers to make repeat purchases in-store, online and via the app.
THE IMPACT.
THE IMPACT.
Positive results. Trust rewarded.
Positive results. Trust rewarded.
When UNLCKD launched in Q2 2018, Footasylum experienced a 174% increase in downloads from the App Store, a 22% uplift in online registration and a 31% increase in monthly in-store visits.
When UNLCKD launched in Q2 2018, Footasylum experienced a 174% increase in downloads from the App Store, a 22% uplift in online registration and a 31% increase in monthly in-store visits.