Morrisons
As a Senior Product Designer at Morrisons, I worked on enhancing the iOS loyalty app to bridge the gap between in-person shopping and digital experiences. The goal was to improve customer loyalty, increase digital adoption, and enhance user engagement by transforming in-store campaigns into seamless digital journeys.
Key Achievements at Morrisons
Integration of In-Store and Digital Journeys:
Developed stamp collection flows for in-person campaigns (e.g., coffee rewards), allowing users to digitally track and redeem stamps through the app.
Improved the scannable loyalty card interface at checkout to ensure quicker and more reliable scanning.
Enabled Apple Wallet integration, allowing users to conveniently access and use their loyalty cards.
Strategic Design and Engagement:
Conducted market analysis and customer segmentation to inform design decisions, transforming in-person promotions into engaging digital experiences.
Delivered high-fidelity wireframes and pixel-perfect UI designs that enhanced user satisfaction and campaign success.
Personalized Reward Recommendations:
Introduced a recommendation engine that displayed tailored offers based on user behavior and purchase history.
Improved engagement through personalized notifications and in-app reminders.
Approach:
UX Research & Strategy:
Conducted surveys and stakeholder interviews to uncover core user needs and app friction points.
Used customer journey mapping to identify pain points across key touchpoints and improve overall user flow.
Due to limited UX research infrastructure, relied on surveys, commercial data, and customer data to guide design decisions.
Prioritised enhancements based on market data, user data, and technical feasibility.
Data & Insights:
Performed market analysis and customer segmentation to understand diverse user groups and tailor solutions accordingly.
Collaborated with stakeholders to validate hypotheses and refine designs based on data-driven insights.
Developed scenario mappings to explore how users qualified for offers, ensuring a seamless integration between digital and in-store experiences.
Design & Prototyping:
Delivered high-fidelity wireframes for new features, including onboarding improvements, reward tracking, and personalized offers.
Focused on aligning the digital loyalty experience with in-person interactions, ensuring consistency between app usage and in-store processes.
Design Solutions:
Integrated Digital and In-Store Experience:
Developed features allowing users to scan a digital loyalty card at checkout, automatically applying rewards and offers.
Implemented real-time notifications to alert users of in-store promotions and redemption opportunities.
Created digital stamp collection flows (e.g., coffee rewards) that mirrored in-store campaigns, simplifying the process of earning and redeeming rewards.
Enabled Apple Wallet integration for convenient access to loyalty cards, improving speed and reliability at checkout.
Enhanced Reward Visibility:
Redesigned and reordered the home page More Card section to clearly display points balance, available rewards, and expiration dates.
Personalised Offers:
Created a home screen recommendation system offering tailored deals based on shopping habits.
Enabled push notifications to remind users of expiring rewards and promotions.
Simplified Onboarding:
Streamlined account creation, integrating with Apple ID for faster sign-ins.
Results & Impact:
Increased App Engagement:
Enhanced app usability led to a noticeable rise in positive feedback in app stores.
Higher Reward Redemption Rates:
Integration of in-store and digital solutions contributed to more frequent reward redemptions
Enhanced Marketing Engagement:
Personalised offers and notifications improved engagement with promotions and increased conversion from in-app offers.
Positive Stakeholder Feedback:
Internal teams and stakeholders appreciated the strategic approach, improved user flows, and seamless integration of in-store promotions into the digital app.