Improve content management system to support expanding business
Provided a scalable solution to improve the discovery of the earning and reward offers for the loyalty members.
Impacts
Created scalable content management
Designed a sustainable content structure system that supports business growth.
Drive data-driven decisions
Conducted extensive research to demonstrate best design practise and ensure user needs were met effectively.
Positive users response to the update (scale from 1 to 10)
20%
rated 10
40%
rated 9
“I can easily discover brands I like or even those I didn't know it exists but fit my daily habits.”
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
1 Research Lead
1 Design Director
1 PM
4 Dev
2 QA
1 Tech Lead
Challenges
Business request on wild assumption
Assuming adding promotional tags on our existing tiles could help our users' discovery and improve engagement from our other business' members.
Lack of research
No prior user behaviour data required starting research from scratch.
Complex user needs
Balancing needs from different users segments and structuring content to meet varied expectations.
Low engagement
Users struggled to find relevant offers due to inefficient content organisation which controlled by content team.
How I overcame
Collaborated on research
Partnered with a User Researcher to conduct audits, studies, and user testing.
Cross-functional workshops
Organised sessions with stakeholders to align on goals and explore potential solutions.
Iterative prototyping
Rapid testing and refining of designs based on feedback.
Quick iterations prototype for user testing
Research insight
“I am interested to know about the brands I like more than exploring what offer Virgin provide, as I want to know I can earn points in a way that fit my shopping habits ”
- Prospective Users -
Video below shows the content audit I did to break down the possibilities I could improve, from the category, structure, and information hierarchy
Solutions
Sustainable content structure
Implemented a new framework for organising offers based on user behaviours.
Dynamic tile system
Introduced flexible tile types to present content in an engaging and accessible way.
Rapid test on Userzoom.com
Leveraged insights from usability testing to fine-tune visual and interaction elements.
Results
✅ Robust content system for content team
With improved structure, content team are able to have better guidance on what to provide that fit our users' needs
✅ More data driven approach for Product and Data Science team
For short term solution, we delivered "save-to-favourite" feature to help team capture more data related to users' behaviours.
Revisiting the project today
Providing design that goes beyond the digital world
Possibilities to revisit design that didn't sit within roadmap, but worth pushing which provides a seamless experience that link the physical world to keep users engaging.
Ideation mock up: (Left) Widget to set goal of earning points. (Right) Notification relating to interaction around physical world
Improve content management system to support expanding business
Provided a scalable solution to improve the discovery of the earning and reward offers for the loyalty members.
Impacts
Created scalable content management
Designed a sustainable content structure system that supports business growth.
Drive data-driven decisions
Conducted extensive research to demonstrate best design practise and ensure user needs were met effectively.
Positive users response to the update (scale from 1 to 10)
20%
rated 10
40%
rated 9
“I can easily discover brands I like or even those I didn't know it exists but fit my daily habits.”
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
1 Research Lead
1 Design Director
1 PM
4 Dev
2 QA
1 Tech Lead
Challenges
Business request on wild assumption
Assuming adding promotional tags on our existing tiles could help our users' discovery and improve engagement from our other business' members.
Lack of research
No prior user behaviour data required starting research from scratch.
Complex user needs
Balancing needs from different users segments and structuring content to meet varied expectations.
Low engagement
Users struggled to find relevant offers due to inefficient content organisation which controlled by content team.
How I overcame
Collaborated on research
Partnered with a User Researcher to conduct audits, studies, and user testing.
Cross-functional workshops
Organised sessions with stakeholders to align on goals and explore potential solutions.
Iterative prototyping
Rapid testing and refining of designs based on feedback.
Quick iterations prototype for user testing
Research insight
“I am interested to know about the brands I like more than exploring what offer Virgin provide, as I want to know I can earn points in a way that fit my shopping habits ”
- Prospective Users -
Video below shows the content audit I did to break down the possibilities I could improve, from the category, structure, and information hierarchy
Solutions
Sustainable content structure
Implemented a new framework for organising offers based on user behaviours.
Dynamic tile system
Introduced flexible tile types to present content in an engaging and accessible way.
Rapid test on Userzoom.com
Leveraged insights from usability testing to fine-tune visual and interaction elements.
Results
✅ Robust content system for content team
With improved structure, content team are able to have better guidance on what to provide that fit our users' needs
✅ More data driven approach for Product and Data Science team
For short term solution, we delivered "save-to-favourite" feature to help team capture more data related to users' behaviours.
Revisiting the project today
Providing design that goes beyond the digital world
Possibilities to revisit design that didn't sit within roadmap, but worth pushing which provides a seamless experience that link the physical world to keep users engaging.
Ideation mock up: (Left) Widget to set goal of earning points. (Right) Notification relating to interaction around physical world
Improve content management system to support expanding business
Provided a scalable solution to improve the discovery of the earning and reward offers for the loyalty members.
Impacts
Created scalable content management
Designed a sustainable content structure system that supports business growth.
Drive data-driven decisions
Conducted extensive research to demonstrate best design practise and ensure user needs were met effectively.
Positive users response to the update (scale from 1 to 10)
20%
rated 10
40%
rated 9
“I can easily discover brands I like or even those I didn't know it exists but fit my daily habits.”
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
1 Research Lead
1 Design Director
1 PM
4 Dev
2 QA
1 Tech Lead
Challenges
Business request on wild assumption
Assuming adding promotional tags on our existing tiles could help our users' discovery and improve engagement from our other business' members.
Lack of research
No prior user behaviour data required starting research from scratch.
Complex user needs
Balancing needs from different users segments and structuring content to meet varied expectations.
Low engagement
Users struggled to find relevant offers due to inefficient content organisation which controlled by content team.
How I overcame
Collaborated on research
Partnered with a User Researcher to conduct audits, studies, and user testing.
Cross-functional workshops
Organised sessions with stakeholders to align on goals and explore potential solutions.
Iterative prototyping
Rapid testing and refining of designs based on feedback.
Quick iterations prototype for user testing
Research insight
“I am interested to know about the brands I like more than exploring what offer Virgin provide, as I want to know I can earn points in a way that fit my shopping habits ”
- Prospective Users -
Video below shows the content audit I did to break down the possibilities I could improve, from the category, structure, and information hierarchy
Solutions
Sustainable content structure
Implemented a new framework for organising offers based on user behaviours.
Dynamic tile system
Introduced flexible tile types to present content in an engaging and accessible way.
Rapid test on Userzoom.com
Leveraged insights from usability testing to fine-tune visual and interaction elements.
Results
✅ Robust content system for content team
With improved structure, content team are able to have better guidance on what to provide that fit our users' needs
✅ More data driven approach for Product and Data Science team
For short term solution, we delivered "save-to-favourite" feature to help team capture more data related to users' behaviours.
Revisiting the project today
Providing design that goes beyond the digital world
Possibilities to revisit design that didn't sit within roadmap, but worth pushing which provides a seamless experience that link the physical world to keep users engaging.