Rewarding Consumers with Physical stamps and stamp cards are popular in early 2010, but in late 2017 7-Eleven launched a rewards app to reward their consumers even more!
With the enhanced experience, consumers can use 7Rewards to view the location of the nearest 7-Eleven, view offers, redeem coupons, earn loyalty points and collect rewards. In the store, the consumer can view any offers on their device and redeem the discount at checkout.
The client approached us with three primary objectives - to create an app with information on the go for their consumers, digitalise their reward system, and improve foot count in their stores.
We were to deliver an iPhone and Android mobile app, together with a front-end website.
I am tasked to design both the experience and interface of the mobile application and website, working closely with the Project Manager, developer and client's Product Manager.
Research - I've worked with the client's product manager to uncover insights and transform concepts into product features that address the behaviours and motivations of the consumers.
Experience strategy - Created Prototypes to share the vision, design principles and content strategy, which helps the stakeholders understand the idea, alignment, and decision-making.
Interface design - Designed the app for Andriod, iOS, and the website for other information. I executed journeys, wireframes, prototypes and design specs.
UAT/Security test - Working with the Project Manager, we did UAT for user flows and to find security loopholes to ensure that all design intentions and experience are aligned.
The project started in January 2017 and launched to May 2017 The app and website is launched in Singapore on May, 2017.
Understanding the existing reward system
The existing reward system rewards users with a physical sticker stamp for every $5 spent on a single receipt. Users can redeem rewards when they have enough sticker stamps. Here are some additional problems highlighted by the store's managers:
Then we looked into the market to examine our immediate competition on what they have to offer.
For 7-Eleven, other than improving and digitalising the reward system, the client would also want the app to increase footfall to their stores and understand their consumer's purchasing habits.
Understanding user need
Interviews were conducted with a small group of 60 who have visited 7-Eleven before, and our findings showed:
The users would prefer something that can make collecting and redeeming rewards as easy as possible.
By understanding what the business and users would like and need, the project manager and I have brainstormed and proposed a few solutions.
After going over the concepts, we discuss the feasibility of implementing them and revising them during our testing phase.
Users can earn stamps by scanning the barcode in the app for every $5 amount spent
After collecting the required amount on the stamp, it will unlock mini-games for users to win vouchers
Vouchers are stored safely in the app's wallet, and set notification remainder for any expiring vouchers
Bar code scanning
One Tap to light up/off screen, as there are users prefer dimming of screens which lead to cashiers have hard time scanning
Services, and store locations
Find your nearest stores, and check what products or services each 7-Eleven store around you provides
This is best viewed on DesktopKeeping the app flow simple and letting user earn and redeem with ease.
Before presenting it to the client, we've confirmed all the information internally and then briefed our developers to understand if they foresee any issues with what we are proposing. Once everything is cleared we proceed with presenting the whole idea to the client, with the user journey, wireframes and the prototype.
Next, the project manager set up a meeting with the client's IT team as the application will be communicating with their internal POS system.
While the intergration is going on, the developers from our team works on the application base on the wireframe and the interface based on 7-Eleven's brand.