While working in Havas Digital, one of the projects for Unilever consisted in creating the mockup and prototype for a loyalty program. This program was designed to encourage customers to continue to shop and use services and features via the application that would reward them. By buying certain products, users could in turn exchange points for later use exchanging them for special promotions but also taking part in a series of marketing campaigns.
Introducing such saving strategies via digital platforms, very trending in a high paced city like Moscow, would help raise brand awareness and keep customers faithful to the brand even during harsh times..
I led the Design of the App on December 2018. I collaborated with a Product researchers, while the Product Marketing and the Development Team led research, scope, plan and execution.
- Sketch for design and deliverables.
- Invision for prototyping, comments, and handoffs.
- Whimsical for App Flow.
- Uxpressia for Empathy map and User Journey.
1. Customers Insights & Ideation
2. Building the Project Vision
3. Planning and scope definition
5. Design Execution and validation
By gathering data and talking to a lot of Unilever users who love the brands the holding shares and we were able to come up with four personas that represent the gradient of behaviours of These are the highlights for each persona:
Victor opens site from the internet ad and is forwarded to the specific page about special offer for Domestos product. Although Victor is not loyal user of the Domestos, he quickly finds out that Domestos special offer means that Domestos is now cheaper than the product he usually buys, also Victor finds out that he can buy Domestos in a number of retail chains close to his home.
40 year old housewife and e-commerce business owner, regularly shops in Victoria, a retail chain store, close to her home. Maria found out about the app from the ad on the Unilever product while shopping. After entering the app from her cell phone she sees information about 8 other special offers on other Unilever products, she then has easy access to filter all special offers from Unilever that are active in Victoria either from the main menu on the first screen or from the list of retailers on the second screen of the main page.
Alexander is 30 year old white-collar office worker living in Moscow. Alexander found out about the site from the friend’s post on his VK.com page. After entering he explores the site by scrolling down the main page, on the first two screens he receives information, that 2 of his favorite brands – domestos and chistaya linia have some special offers going right now and they are going in some retail chains that have shops close to his home and work. On the third screen he sees the list of special offers and then clicks on special offer that interests him the most.
The current app flow is consistent with HIG’s guidelines. We use the tab bar and four main elements for the user to navigate and accomplish desired tasks; dashboard, leaderboard, promotions, and profile. Tasks for each section provide information related to products or their achievements. The main purpose of the dashboard is to guide the user as to how to use the app and get familiarized with new products/promotions. Leaderboard gives users an idea of who’s who in the community. Promotions denote the section of the app where users get to participate and earn points by scanning/sharing the app. Last but not least the profile lets users modify their settings, earn points via commenting and adding their favorite products as well as review price listings in their history.
What I learned
While building this product from scratch to end, I learned that there is a clear difference between designing/art directing as opposed to keeping an ongoing UX project. You start up with a hypothesis, in this case building an app/ecosystem to make users loyal to your brand, but then as you move forward you realize that design decisions ranging from the user interface to how the app connects with the users, will not just come out of a single iteration. The project started from a set of screens meant for web but later evolved to an app, some decisions along the way were taken based on the needs of stakeholders. I learned that sometimes you have to back up your thoughts with a great amount of research, that’s easier said than done. Some things can’t be googled and even best practices may fall short since each product varies and context matters most. Like I mentioned at the start of this case, Russia at the time was living through a reduction in wages, this led to less consumption especially for foreign brands. From that, I also learned how our ecosystems are always changing and so the way we design our product should also stand the test of time and be flexible enough so that it may adapt without experienced fundamental changes (lest it is necessary).