Virgin
Loyalty programme Content management
Create scalable content structure for an expanding e-commerce business
Summary
Redesign Virgin Red application. Provided a scalable solution to improve the discovery of the earning and reward offers for the loyalty members.
Background
Virgin Red is a loyalty programme for Virgin.
The long-term vision is to gather members from all Virgin brands, to provide a more linear and comprehensive experience for customers.
Role
Product Designer
Responsible for the discovery journey for our iOS application and Responsive web
Maintained Design System
Team
Myself
1PM
1DM
2 Product Designers
4 Dev
2 QA
1 Researcher
Contribution
Designed a scalable content management for growing business
Brought more design value to the business by providing a more sustainable and scalable content management solution.
Created better collaborative working culture
Working closely with researchers and being responsive to research insight while feeding back to cross-functional teams to develop user-centric solutions.
Challenges
No prior research or data to reference to
No prior research on user behaviour or data to support our assumptions. Without initial insights, there were no clear direction or validation for design decision.
Navigating diverse perspectives and complex requirements
I took on the challenge of revisiting the product structure and enriching the hierarchy to better funnel customers and guide them to content relevant to their shopping habits.
Design Request & Business assumption
I was asked to design signpost labels for our existing tile to highlight marketing promotion.
Business assume that users rely solely on emails and app notifications to discover promotional offers. Introducing labels on tiles is expected to increase customer engagement.
Research process
Design audit on our inventories, clarifying types and categories. This audit helped me to work with the Content team by understanding the current contraints.
Collaborating with a User Researcher to investigate customer engagement drivers. Above was a 5 second test result by using Userzoom.com.
Leading ideation workshop to identify opportunities for different user segments, and sharing on research findings.
Current design provides only a linear way to explore the offers, and less emphasising the personal connecting between the brands and our customers:
