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.

Process - Research

  • Collaborating with a User Researcher to investigate customer engagement drivers. Above was a 5 second test result by using Userzoom.com.
    01 / 03
  • Design audit on our inventories, clarifying types and categories. This audit helps the team in understanding layout flexibility for introducing new information hierarchies.
    02 / 03
  • Facilitated workshop to work out potential structure solution for our content. Participants were from product and content team.
    03 / 03
  • Collaborating with a User Researcher to investigate customer engagement drivers. Above was a 5 second test result by using Userzoom.com.
    01 / 03
  • Design audit on our inventories, clarifying types and categories. This audit helps the team in understanding layout flexibility for introducing new information hierarchies.
    02 / 03
  • Facilitated workshop to work out potential structure solution for our content. Participants were from product and content team.
    03 / 03
  • Collaborating with a User Researcher to investigate customer engagement drivers. Above was a 5 second test result by using Userzoom.com.
    01 / 03
  • Design audit on our inventories, clarifying types and categories. This audit helps the team in understanding layout flexibility for introducing new information hierarchies.
    02 / 03
  • Facilitated workshop to work out potential structure solution for our content. Participants were from product and content team.
    03 / 03

“I am interested to know about the brands I like, more than the offer on a tag, as I want to know I can earn points in a way that fit my shopping habits ”

“I am interested to know about the brands I like, more than the offer on a tag, as I want to know I can earn points in a way that fit my shopping habits ”

“I am interested to know about the brands I like, more than the offer on a tag, as I want to know I can earn points in a way that fit my shopping habits ”

Process - Design

  • Introduce additional tile types to surface varying levels of information. This could be used in different layouts or sections, enhancing customer discovery of relevant content and driving increased engagement.
    01 / 04
  • Examples of different tile types implementation. This flexibility enables the product team to experiment with tile arrangement and placement for content discovery.
    02 / 04
  • Introduce better hierarchy and grouping of content to aid discovery.
    03 / 04
  • Redesigning details page information hierarchy to help users' discovery of relevant information.
    04 / 04
  • Introduce additional tile types to surface varying levels of information. This could be used in different layouts or sections, enhancing customer discovery of relevant content and driving increased engagement.
    01 / 04
  • Examples of different tile types implementation. This flexibility enables the product team to experiment with tile arrangement and placement for content discovery.
    02 / 04
  • Introduce better hierarchy and grouping of content to aid discovery.
    03 / 04
  • Redesigning details page information hierarchy to help users' discovery of relevant information.
    04 / 04
  • Introduce additional tile types to surface varying levels of information. This could be used in different layouts or sections, enhancing customer discovery of relevant content and driving increased engagement.
    01 / 04
  • Examples of different tile types implementation. This flexibility enables the product team to experiment with tile arrangement and placement for content discovery.
    02 / 04
  • Introduce better hierarchy and grouping of content to aid discovery.
    03 / 04
  • Redesigning details page information hierarchy to help users' discovery of relevant information.
    04 / 04
Result

Positive feedback from design testing

Conducting rapid prototyping for further user research on the end to end discovery user journey:

From Search page (left) to Brand page (middle), and understanding more details on its Details page (right img)

The design received exceptionally positive feedback from customers for its mobile-friendliness, ease of finding relevant information, and inviting, intuitive layout.
Conducting rapid prototyping for further user research on the end to end discovery user journey:

Search (top img), Brand page (middle img), Details page (bottom img)

The design has garnered exceptionally positive feedback from customers for its mobile-friendliness, ease of finding relevant information, and inviting, intuitive layout.
Customers response to the update (scale from 1 to 10)

20%

20%

rated 10

rated 10

40%

40%

rated 9

“It has a lot of useful information and is straightforward to understand.”

“It has a lot of useful information and is straightforward to understand.”

“It has a lot of useful information and is straightforward to understand.”

Screens for testing the discovery journey (Left: Search page, Middle: Brand page, Right: Details page)
Long term outcome

Provides more inspiring content with introduction of brand pages

Inspiring brand pages to showcase what sets Virgin Red apart from other loyalty programs by highlighting our partners' unique propositions.
Short term outcome

Allowing users to save their favourite brands

Let the customers to save their favourite brands so we can display more content that is relevant to their shopping habits or their personal interest.

If I am to revisit the project today, can I push it further by providing design that goes beyond the digital world but seamlessly link it the physical world to keep users engaging?

If I am to revisit the project today, can I push it further by providing design that goes beyond the digital world but seamlessly link it the physical world to keep users engaging?

If I am to revisit the project today, can I push it further by providing design that goes beyond the digital world but seamlessly link it 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

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Let's connect
or just say hi :)

eimajc@gmail.com

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Linkedin

Let's connect
or just say hi :)

eimajc@gmail.com

Resume

Linkedin

Let's connect
or just say hi :)

eimajc@gmail.com

Resume

Linkedin