Improving member loyalty experiences while addressing market challenges across five Asian markets at scale.
How might we enhance the loyalty experience beyond MVP by creating engaging moments of delight, improving information accessibility, and helping members better understand and use their rewards?
Overview
What I did
1. Discovery
Conducted 10 stakeholder interviews to gather goals, constraints, and success criteria
Performed a heuristic evaluation of the existing app to identify usability issues
Completed a competitive analysis to benchmark market expectations and features
Reviewed overall app ratings to understand key pain points and sentiment
2. Customer research
Interviewed customers to capture needs, behaviors, and pain points
Collected 50 customer surveys to validate patterns at scale
Delivered a customer journey map grounded in stakeholder and customer insights, identifying key opportunities improvements.
Synthesized discovery and customer insights to create holistic design recommendations.
3. Execute & deliver
Aligned with partners and incorporated the final recommendations into the updated design direction
Produced handoff-ready files for implementation (final comps/specs as needed
What I learned
Every touchpoint shapes the experience. I learned that considering each one gives me a broader, more holistic view of a product at scale.
To influence change as an objective outside voice for the Asia market, advocating for members’ needs, which differ from the European parent company.
The Asia market has distinct cultural needs. “Less is more” does not resonate with users in Asia, who are comfortable with busy, information-dense interfaces and may find white space lackluster.
Click happy on a parent’s phone
Two alternative solutions can help prevent small children from accidentally redeeming rewards while playing on a parent’s phone. Option A adds a confirmation step requiring a code. However, most Shell stations in Asia have poor cellular reception. Option B uses a slide-and-drag gesture, making redemption more deliberate for adults while preventing a child’s random taps from redeeming an offer.
Member’s fueling journey
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