Winn-Dixie In-App Rewards
Winn-Dixie’s market differentiator is their reward since most of their competitors don’t have a loyalty program. There are more than 7 million active Winn-Dixie rewards members but unfortunately app engagement has seen a significant decrease.
—The Ask
Refresh app reward features to include enhanced UX/UI and Booster gamification. Communicate the complex rewards program in a simple and exciting way to encourage new loyalty members and increase engagement for current members.
— Our Goals
Refresh Rewards
With a lot of research and insights already done from our previous Winn-Dixie features, we understood the needs of users from the beginning. The main objective was to enhance and optimize. We followed our agile sprint process to refresh rewards quickly and effectively.
01. Discovery & Requirement
02. Concept & Design
03. Test & Iterate
04. Develop & Deploy
01. Discovery & Requirement Activities:
Current experience audit, Competitor analysis, Booster program flows
You can earn Winn-Dixie rewards 3 ways: Points, Mystery Bonus, and Boosters. Each reward path is earned differently, redeem differently, and have very confusing experiences. First we needed to understand app user flows, user stories, and program education on the website so we could align on our goals and challenges.
— Original app reward audit
— Booster Gamification Program Flow
— Program education brainstorm
02. Concept & Design Activities:
User stories, Designs, Prototypes
Our users needs
As an authenticated rewards app user, I can see my rewards and what they're worth, and can easily apply them, so I feel like I'm getting value out of the program
As an authenticated app user, I can see when a new Booster challenge is available, so I can get excited for new opportunities to save money and earn rewards
As an authenticated app user, I want to be able to track my progress through Booster challenges
As an authenticated app user, I get feedback when I complete a challenge, so it's clear to me that it has been completed and my points have been awarded.
As a non-rewards member I want to easily understand the rewards program and get excited about its benefits.
03. Test & Iterate Activities:
Prototypes, Testing Plan, Testing Results
Six participants reviewed the rewards tab prototype (pw: Winn2020!).
All were Winn-Dixie customers (i.e. had shopped at Winn-Dixie in the last 3 months).
Four were members of the Winn-Dixie Rewards program.
— Results
03. Develop & Deploy Activities:
Acceptance Criteria, Zeplin delivery, Dev Kickoff meeting
After testing we went back to the designs to optimize our UX/UI. After final approval we wrote acceptance criteria for the features to have a smooth development handoff. We then stayed close to the development to help with Visual QA.
Company: T3
Date: 2020 - Ongoing
My Role: Sr. Product Designer
Team: AD Product Design, Sr. Product Designers, Project Manager, Strategist, Researcher, Developers