Yuu Rewards is a loyalty app that consolidates various well-known Hong Kong brands into a single mobile app. Users can explore offers from stores under the Dairy Farm Group, such as 7-Eleven and IKEA.
In this project, I aided the Dairy Farm Group in conducting a comprehensive competitor analysis, as well as preference and usability testing before the app's launch. At that time, Moneyback was their main competitor in Hong Kong. The Yuu Rewards product team wanted to determine if their product met customer needs and if users would be willing to download the app.
To find the answer, I created a set of questions regarding the common key pages and features of the two loyalty apps, such as the initial impression, point collection and redemption methods, and the clarity of rewards and offers available in the app.
I conducted face-to-face interviews with 20 existing Moneyback app users. I first showed them the Moneyback app and asked questions, then I showed them the Yuu Rewards prototype and asked the same questions for a fair comparison. Testers also completed an interactive survey during the test, which included multiple-choice options and Likert scales to gather quantitative insights and provide guidance for users to share further feedback when they played with the prototype.
I analyzed both quantitative and qualitative data to uncover strengths and areas for improvement before the app launch. Key findings included users' first impressions of the Yuu prototype's branding and user interface, their behavior and preferences during the first click test, and the usability of points collection and redemption flows.
The Yuu product team found the report visually impressive and insightful. As a result, they made significant decisions to change the app's branding elements and enhance the design of some key in-app components before the launch.
