Role
Project Overview
Problem Statement
End goal
Lead Product Designer and Manager
Create rewards marketplace mobile app from scratch that encourages users to redeem rewards, earn rewards, set goals, and utilize discounts.
This product is shipped and in the app stores.
How might we encourage consistent usage of the app to increase rewards redemption and increase utilization of discounts within the organization.
Create feature-rich and visually stunning UIs that encourage users to interact daily and redeems rewards on a consistent basis through earnining rewards in the app.
1. Research
Empathize
We utilized user research to empathize with our clients and determine how to solve their problems.
We visited on-site with new clients
Ran tests through usertesting.com
Worked with stakeholders to determine priority
There were dozens of tests run and we were able to conclude that users needed a clear action and visual separation between activity information and goal setting.
2. Design Approach
Define
We defined the problem again post-user research. We needed to encourage consistent usage of the app to foster the rewards usage within and provide an easy way to earn rewards points. We also defined why discounts were not being widely redeemd.
Using user personas, we dove deep into who we are defining for and what their unique needs were.
Iterate
We pursued multiple iterative concepts based on the personas and feedback we received through user research both from clients and from user testing.
We brainstormed over 2 dozen concepts and tried ones that were completely outside of the box.
3. Solution
Rewards
After multiple iterative versions and a re-assessment of user tests, we decided to move forward with the version that allowed for the greatest flexibility to add future ways for users to earn rewards. This allowed the product to be extensible and also tested well with end users.
Discounts
We also moved forward with discounts and had it in its own tab so the user could easily navigate there and see their savings. This approach was easily found by users during testing.
4. What we learned
Solving our problems
Increased our Daily Active Users by 42%! This was crucial and our biggest focus. This was done via step goals and introducing discounts as well as daily content. This encouraged the user to visit the app regularly and keep their wellbeing levels highly on average.
Leadership wins
It starts with fostering an environment where creativity thrives, allowing mentees to explore their ideas freely while providing constructive feedback and direction. Through one-on-one sessions and group workshops, I’d share insights, best practices, and industry trends, empowering the mentees to think critically and empathetically about user needs and experiences. Mentoring extends beyond technical skills, encompassing soft skills like communication, problem-solving, and teamwork, essential for navigating the complexities of app development. As I nurture the talents and passions of designers, they pave the way for a new generation to make meaningful contributions to the ever-evolving landscape of digital wellbeing solutions.
