Famila App
Famila, a hypermarket, aimed to boost customer engagement and spending by introducing a loyalty program in their app where users earn stamps with grocery purchases, redeemable for in-app rewards, and encourage email registration for marketing.
My Role
• Concept
• UI/UX Design & Research
Tools
• Figma
• Miro
Research
To enhance customer engagement and increase spending, Famila sought to integrate a loyalty program into their existing app. The program involves users earning stamps by purchasing groceries, which can be redeemed for rewards within the app. Additionally, users must register with their email to build an active user database for email marketing.
Famila lacks consumer empathy, and there has been minimal change in spending behavior despite having an app. App downloads and usage are low, leading to limited screen time. The app's user experience requires an update. The registered user email database is insufficient compared to the store's customer base, resulting in ineffective newsletters.
The goal is to enhance the overall customer experience.
Understanding Users and App Analysis
Gathering insights
User Interviews
Our research approach included a series of user interviews, where we interacted with a diverse group of participants, comprising both frequent and non-frequent Famila shoppers.
We used a mix of video interviews and WhatsApp conversations to gain a deep understanding of their shopping experiences, preferences, and expectations.
These user interviews provided us with valuable insights into our target audience's behaviors and needs, helping us identify areas for improvement in the Famila shopping experience.
App UX Evaluation
Identifying areas of improvement
We also researched the current app's user experience, identified areas for improvement, and shared our findings with the client to enhance the overall UX.
Key Observations and Recommendations
- The registry page contains excessive information, potentially overwhelming users during the registration process.
- The app's visual design relies heavily on the color red, leading to visual clutter and possibly reducing user engagement.
- Simplifying the registry page, adopting a balanced color scheme, and enhancing the visual aesthetics can improve the overall user experience and increase adoption of the loyalty program.
Improved Engagement
Identifying Pain Points:
Lack of Incentive
Users did not find enough reasons to use the app frequently beyond checking discounts and coupons. The app lacked excitement, leading users to close it after brief interactions.
Static Feel
The app lacked interactive elements, making users feel disconnected and uninterested in using it.
Lack of App Value
Users saw no compelling reason to download the app, as discounts and coupons alone were insufficient. The app offered no additional benefits while shopping at Famila.
Persona
The research identified that Famila app users often lack strong incentives for frequent engagement, desire a more interactive shopping experience, and seek additional value beyond discounts and coupons to enhance their overall shopping journey.
Ideation
During the idea and design phase, we used our insights to come up with new ideas. We used sketches to refine these ideas and created user flows and wireframes to make the foundation stronger and have a better understanding of the end user.
Sketching
Using the gathered information, we created sketches to explore potential solutions and rapidly iterate ideas.
User flows / Wireframes
We developed user flows and wireframes to depict the steps for registration, joining the Stamps program (for both registered and unregistered users), collecting stamps, and redeeming rewards.
UI Design
We integrated the loyalty program seamlessly into the app's information architecture, ensuring a smooth user experience. The visual design complemented the loyalty program, enhancing the app's overall appeal.
Future Improvements
Conclusion
The solution received positive feedback from Famila users, who appreciated the enhanced relevance of the app in their daily lives. The integration of the loyalty program and app was successful, delivering a seamless experience for users. Despite not conducting a complete usability test due to time constraints, initial tests with friends and colleagues provided valuable data. The next step involves analyzing live app data and continuously improving the app to encourage frequent usage, keeping the client's business goals in mind.