My role: UX Designer
Projects: Nectar website, Nectar iOS, Android app
Process and way of working
Nectar is a loyalty card scheme in the UK with 19 million customers. The scheme is the largest in the United Kingdom, and comprises of a number of partner companies including Sainsbury's and BP.
I've worked with my team to redesign the discovery piece on the website, iOS and Android Nectar app to increase the engagement, page views and to to increase use of offers.
What we did on the desktop site
Redesign the Nectar experience - Research phase
- Mapping the experience and collecting data
We started our research phase by reviewing analytics data to understand the actual behavior of our customers, from how users arrive or begin, to their exit points, including the devices that they use and the happy paths they complete.
Working with the marketing/analytics/call center team helped us to understand and to collect all the data of what was underperforming, pain points and of all the user flows that were not being completed.
This helped us to answer to fundamental questions around users journey and to try to understand the problem:
- What is the ideal target path or flow?
- What are the key moments or touch points along the way?
- Is this a single or multi-session experience?
- How does the experience end?
- How do we reach or serve users after they have finished?
We mapped the journeys of the visitors and their main actions.
We organised a workshop to understand business needs with internal key stakeholders to discuss their responsibilities and expectations.
90% of Nectar customers don’t realise that Nectar has more than just one partner (Sainsbury’s); customers didn't engage with the partners as they should. Our colleagues at the call centre received a huge amount of calls from customers asking for a complete list of partners.
The interface of the website didn’t help. The categories of the brands were not very visible, they were hidden in an expandable menu that based on the analytics was only visited by 7% of the users, and the main landing page shows only 6 brands.
The assumption is that there is a need to improve users discoverability of 600+ Nectar partners to drive engagement and increase the consumption of offers.
What we built
A new flow and a new interface to simplify the user experience of discovering brands/offers and a simple way to collect and redeem points:
What we did on the iOS and Android app
Prototype and test
After a one day workshop with stakeholders and team members we built a fast prototype and we tested it with 6 users. During the workshop we came out with a proposal to create a new feature in the app: a new section called "Explore" with a dashboard that can be personalised by the users.
The feature allows the users to personalise the content and the offers that they’d like to receive day by day with the goal to allow them to engage more with the app increasing the consumption of offers.
My design team designed the various interaction, flows and UI and we tested with real users in order to iterate.
We got positive feedback from the users:
Positive towards the discovery piece (explore section), very positive towards behaviour led content. Positive towards updated navigation. Positive towards filters, offers tailored to them and UI.
The app is live on the iTunes/Google Play Store.
Positive reviews from the users on the Store. The app is now 4.2 on Google Play and 4.7 on Apple Store.