Background
Pacific Place Mall, which is part of Swire Properties' portfolio, has introduced a loyalty app to enhance the luxurious shopping, dining, and lifestyle experiences for its members both online and offline. The mall, located in the heart of Hong Kong Island, features numerous high-end brands and upscale restaurants. The loyalty app is primarily targeted towards middle class and affluent individuals who appreciate extraordinary and comfortable experiences.
Following the app's launch, Pacific Place approached the agency I was working for to request a design audit service. They sought advice on improving the points collection process and increasing user engagement in terms of rewards redemption and event reservations.
The problem
After collecting quantitative data and insights from existing users through Firebase data tracking and surveys, we discovered that many users were confused about the different membership tiers and were unaware of the enhanced experiences available to them. Most users had accumulated numerous points in the app but had not redeemed them before they expired.
My Approach
Based on these findings, I worked with Pacific Place's product team to analyze the current online and offline points collection and redemption process. I identified the gaps in the existing customer journey and developed an improved version aimed at providing a more seamless experience for the members.
Building on the enhanced customer journey, I redesigned some layouts and components in the points collection and redemption flow, including the points information card, homepage, rewards redemption, and event reservation flows.
The final prototype was tested by some existing loyalty members who had completed the discovery survey at the beginning of the project. Additionally, I summarized valuable qualitative feedback from the usability test and provided additional suggestions for the customer journey as well as marketing strategies to the Pacific Place product team. They were satisfied with the audit tests and referred us to conduct design audits on other apps under the Swire Properties Group.
