Membership app to enhance customer satisfication and loyalty.
Project overview:
Oriental Kopi
Oriental Kopi is a popular dining restaurant in Malaysia. They are known for their Nasi Lemak, Curry Noodle, egg tart, and more, which made them to have loyal customers across Malaysia.
To further enhance and reward the customer experience and foster loyalty, they are introducing a new membership system that will provide exclusive benefits and services.
Challenges faced:
Better solutions
- Awareness of the membership app
- User-friendly interface that is intuitive and easy to navigate
- Good rewards to attract more users
- Features that will benefit and convenient for users
Survey questions:
Better understanding the users
01
How often do you visit the restaurant?
This question can show that if the participant a regular customer or not.
02
Do you aware of the membership system?
The membership system do not have enough exposure to the customers.
03
How long does it takes for you to register an account?
Simplify the registration is the first step to the happy users.
04
How do you feel when you know they created the membership system?
Is customers happy with the membership and understanding their thought.
05
What do you think about the membership points?
Understanding what actually do the users think about the points do.
06
What kind of membership benefits are you expected?
What do the users expected, and try to fulfil their expectations.
07
Can you describe your experience with using the membership system?
Better understanding on the whole user flow, and find out any users frustrations.
08
What feature do you like to see in the app?
Users might come out with some useful ideas to the app.
09
What kind of benefits motivate you to visit
the restaurant and use the app regularly?
Study which benefits or features are their main point of using the app.
10
What kind of design or aesthetic would you find appealing in a membership app?
Study users preferred design and style for the app.
User Persona
Define: Problem Statement
Jun, 32
Jun is a designer who want to earn membership points because it makes him feel that the money he paid is worth every penny.
Jenie, 28
Jenie is an accountant who needs to earn a lot of points because she wanted to exchange her favorite packed coffee.
Ben, 36
Ben is a saleperson who needs the app to reserve a table for him because he don't want his customers to wait.
Nancy, 33
Nancy is a housewife who need to know if there's deals coming out because she usually staying home and taking care her children.
Define: App Goals
Users will earn membership points from every payments they made.
With specific times, users will earn multiple points from payments.
Seat reservation feature is included so that users could skip the queues.
Push notifications will pop up on users' mobile phones to tell them what deals are happening.
Shopping platform for online purchase of merchandise and packed items.
Home alone? No problem. Users can order food online and get it delivered to your home.
How might we make the whole membership more personalized and engaging for users?
01:
How might we provide exclusive deals and benefits that are different from the competitors?
02:
How might we ensure a smooth and seamless integration with the app.
03:
How might we simplify the steps of earning and using the membership points?
04:
After understanding the users, I have defined the app's goals and objectives. To spark innovative thinking during the ideation process, I have ask myself some "How might we" questions.
Ideating Process
Rapid sketching, the ideating process.
I have drawn some early ideas, with the technique "Crazy Eight", to create some simple wireframes by using only circles, lines, and squares.
Prototype buildings: Low-fidelity, High-fidelity prototypes and more...
I have created some early concepts, ideas, and models for the project so we can have a clearer view and the look of the products. I have come out with some early site maps, user flows, wireframes, low-fi and hi-fi prototypes.
User flows
A simple user flow I wrote in the papers is to give me a clear idea of how users will navigate within the app. With this, I can determine which steps are necessary and which are not, so that users will have fewer clicks to reach their goals with the app.
Site-map
A site map is crucial because it gives me a clear mind of the users' navigation and it helps me to better organize pages. It is a visual navigation of an app structure, outlining the pages and their relationship.
Low-fidelity Prototype
It is a low-fidelity prototype that I created with Figma, I have used simple elements like circles, lines, and squares to create a simple prototype that we can see and feel the early ideas and designs of the app.
High-fidelity Prototype
I have transformed the low-fidelity prototype into a high-fidelity prototype, I have added colors, images, icons, and contents to the prototype. Now the prototype looks like it can be published! After that, I added the interactions on each page to make it live and functional.
Final step of the project:
Usability Studies
After completing the high-fidelity prototype mockups, it's time to find real users and test the app! I have conducted a moderated usability study, which needs the users to visit us and test with some required equipment.
Moderated Study 01
A moderated study has been used in this research. The reason for using this method is that users will need to test the app and use a QR scanner. A QR code plays a crucial role in the whole study because users will need to show a QR code to earn and also redeem items.
There's the list of prompts for the usability study.
-
Prompt 1: Find the My QR icon in the bottom navigation bar.
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Prompt 2: Present the QR code to the QR scanner provided.
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Prompt 3: Scanned! Points received!
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Prompt 4: Now click the Profile icon on the bottom navigation bar.
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Prompt 5: Check the Points history and see if the points received are correct numbers.
All done! How did you feel about the app? What do you like and dislike about it?
Usability study, the research goal
The research goal for the usability study is to determine if the users can complete core tasks within the prototype of the app. Some of the core tasks will be:
1. Earn membership points
2. Use the membership points to redeem items
How long does it take a user to claim the membership points?
How long does it take a user to redeem an item with membership points?
Are there any parts of the user flow where users get stuck?
Is there any features that users would like to include in the app?
By discovering the research goal, I have come out with some of the research questions for a better understanding with the studies.
Research questions
Time on task
It is to measure that how long it takes the users to complete a core task.
Conversion rate
Measurements of the percentage of users who completed the core tasks.
Usability Scale
A questionnaire for users of their opinions and feedback during the test.
Key Perfomance Indicators
By discovering the research goal, I have come out with some of the research questions for a better understanding with the studies.
After study: Insights created
After the moderated studies, I have translated some important insights. The insights are very useful to apply to the designs, a strong insight plays an important role in the designs which will make it a better version. A strong insight is a result of the usability studies, which increases the empathy for the user experiences.
I have change and modified the designs based on the insights created. Now, the app looks like it is going to the UX engineers for a final outcome!
Happy users!
Moderated Study 02
A moderated study has been used in this research. The reason for using this method is that users will need to test the app and use a QR scanner. A QR code plays a crucial role in the whole study because users will need to show a QR code to earn and also redeem items.
There's the list of prompts for the usability study.
Prompt 1: Find the Market icon in the bottom navigation bar.
Prompt 2: Add items you wanted by clicking the item's "price". (points)
Prompt 3: Items added to the cart, click the Cart icon on the top right corner, or the bottom navigation bar.
Prompt 4: In the cart page, click the Check out button.
Prompt 5: You received your redemption code!
All done! How did you feel about the app? What do you like and dislike about it?
The showcase of the mockups!
Allow the redeemed items with the membership points to be delivered to the users' address.
Insight P2
Adjust and lower the "price" of each redeemable item and give a discount with additional vouchers or promotion code.
Ingisht P1
Increasing membership points earned based on users' spending and number of visits.