July 2021

Market of Choice Rewards app

Market Rewards encourages shoppers to return to Market of Choice whenever they need groceries.

Project overview

Points are earned with every purchase, unlocking new rewards at every tier, and earning better offers and events.

I.

Project duration

May 2021 to July 2021

II.

The problem

Without a reward for shopping at Market of Choice, customers lack loyalty to return on a regular basis and are shopping at other stores that offer rewards.

III.

The goal

Design and launch an app that rewards repeat shoppers. By earning points for purchases, customers receive personalized offers and events based on their lifestyle choices. These rewards improve as the user unlocks higher reward tiers.

IV.

My role

UX designer for the Market Rewards mobile app design from conception to delivery.

V.

Responsibilities

Paper and digital wire-framing, information architecture, low and high-fidelity prototyping (accounting for accessibility and biases), and iterating on designs based on client and developer feedback.

Understanding
the user

  • User research
  • Information architecture

Usability research: Summary

The primary user group confirmed initial assumptions about Market Rewards customers. A competitive audit of other rewards programs identified common patterns and expected features.

Information architecture

Mapping the users journey through the app revealed what views were needed for users to have the best experience redeeming offers, and reserving events.

Starting
the design

  • Paper wireframes

Paper wireframes

Taking the time to draft iterations of each screen of the app on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home screen, I needed to find a way to display featured content, personalized offers and events.

Refining
the design

  • High-fidelity prototype
  • Accessibility

High-fidelity prototype

The hi-fi prototype followed the same “menu item customization” user flow as the lo-fi prototype, and included the design changes made after the usability study.

View Hi-fi Prototype

Accessibility (a11y) considerations

1

Provided access to users who are vision impaired through adding alt text to images for screen readers.

2

Used icons to help make navigation easier.

3

Used detailed imagery for menu items to help all users better understand the designs.

Going forward

  • Takeaways
  • Next steps

Takeaways

What I learned:
This project provided me with a behind the scenes look at the grocery industry. I learned that stores have events, and a very enthusiastic customer base.

In hindsight:
The client and agency had vastly different ideas of how the app should be designed. I started on the app after wireframes and Lo-Fi prototypes had been built. In hindsight, proper user research could have solved some conflicts of opinion.

Next steps

1

Conduct a round of usability studies to validate whether the pain points users experienced have been effectively addressed.

2

Gather product feedback to determine next features or improvements.