Project Overview
Some of Tesco’s customers struggle to understand the value of their Clubcard points. My task was to improve or redesign the points feature on the Clubcard app and Clubcard account web page to help customers understand how many points they have and how they equate to vouchers.
My role
UX/UI Designer
Research
During the research phase, I interviewed people, watching how they used the app and asking them questions about what the points meant to them. These are the key focus points and challenges that came up:
- The £1.50 vouchers feel underwhelming.
- The ‘points until your next voucher’ is really small seeming as it’s an important part, it’s the part that causes excitement/engagement and is why people have the Clubcard in the first place.
- ‘Carried Forward’ is confusing. What does it actually mean? Do points sometimes not get carried forward? Does the date in the subheading mean that they will expire? Is it the date they were carried forward?
- Customers struggle to understand the value of their Clubcard points.
During the research phase, I interviewed people, watching how they used the app and asking them questions about what the points meant to them. These are the key focus points and challenges that came up:
- The £1.50 vouchers feel underwhelming.
- The ‘points until your next voucher’ is really small seeming as it’s an important part, it’s the part that causes excitement/engagement and is why people have the Clubcard in the first place.
- ‘Carried Forward’ is confusing. What does it actually mean? Do points sometimes not get carried forward? Does the date in the subheading mean that they will expire? Is it the date they were carried forward?
- Customers struggle to understand the value of their Clubcard points.
Concept
My idea to increase engagement was to create ‘smart goals’, allowing the user to start saving points towards a specific voucher/goal. The user could pick the target goal they would like to save towards e.g. a £10 Prezzo (Italian restaurant) voucher, and they would be able to monitor their progress and receive a notification when they reached the target.
My idea to increase engagement was to create ‘smart goals’, allowing the user to start saving points towards a specific voucher/goal. The user could pick the target goal they would like to save towards e.g. a £10 Prezzo (Italian restaurant) voucher, and they would be able to monitor their progress and receive a notification when they reached the target.
Final Design
'Smart goals' is a new and engaging way of making Clubcard users see the value in their Clubcard points. The idea makes the concept of points more tangible, as well as making it more relatable through the use of personalisation.
'Smart goals' is a new and engaging way of making Clubcard users see the value in their Clubcard points. The idea makes the concept of points more tangible, as well as making it more relatable through the use of personalisation.
