Client:
Tesco
My Role:
Product Designer
Year
/22
Service Provided:
UI design, User Research
The Problem
Lost or damage of cards results as customers orders for Plastic Clubcard. In Q2 21, we had 191k visits to ordering the card via the button on the registration page whereas in Q4 (change already implemented) we had around 76k visits to ordering the card journey from the registration confirmation page. We need to track the new link for ordering a Clubcard on the registration page.
Objective
80% reduction on the average number of Clubcard issued.
Reduce the 4.2 millions cards produced annually to 2million cards
Reduce the 3.4million budget to 1.9 million
To start issuing 80k cards, instead of the 357k typical period demands in P12 21/22
How I work
Step 1: Research
Understanding more about the problem space, considering potential solutions and learning about the customer.
Step 2: Conceptualise
Defining the problem and crafting design ideas to help guide project and experience decisions, and ensure alignment amongst the team.
Step 3: User Journey
Diving deep into the user journey and exploring user stories, personas, channels and user decision making.
Step 4: Design Exploration and Test
Diverging wide and exploring a range of possible solutions. Testing, iterating, discussing and working through the problem.
Step 5: Design Refinement
Refining a chosen direction and polishing visual design, preparing designs for engineering handoff and documenting
decision made.Step 6: Handoff
Working closely with engineering and product to ensure a successful handoff and implementation process.
Step 7: Monitoring
just because a project is live doesn’t mean the work is done. We monitor its performance to discover ideas for improvement.
Research
I asked some helpful questions using the 4W1H principle: How did the problem arise? What was the history? Who are the users and what do you know about these users? Why is this problem important?
Why Reducing Plastic Is Important?
It plays a huge role within the Tesco strategic pillars and core purpose.
RAT > MVP
Desirable: Do they want this?
Feasible: Can we do this?
Viable: Should we do this?
RAT = Riskiest Assumption Test(I focused on testing the biggest assumptions behind the initiative)
Using the continuous discovery approach:
I Interviewed 1-2 customers every week
I broke customer insights down into actionable opportunities every week.
As a team, we compared and contrast experiments to figure out the best solution in a 30 minutes retro every 2 weeks
Sources of ideas:
User idea: customer interview, analytics, feedbacks from customers, reviews.
Team ideas: Workshops, stakeholders meetings, core product team, sales team
I divided users into more refined groups of buyers based on selected characteristics using the following framework:
Demography(Age Group, Education, Gender)
Geography(Urban, Rural)
Psychography(Personal Attribute)
Behavioural Patterns(Buying Behaviour)
User Persona
Empathy Map
Competitor and SWOT analysis
Competitor analysis helps me keep abreast of current design trends and industry standards.
By studying what competitors are doing successfully (or not), I can identify prevailing design styles, colour schemes, typography, and user experience (UX) elements that resonate with the target audience. This information also inspired my design choices.
Behavioural Family Tree
Attempt to define behavioural segments as they relate to usage of plastic card vs. app through customer lifecycle. This map has broken down into three parts: New joiners, In-life card users and new card requesters
Once done, this map was then used as basis for quantification of each group, leading to sizing of opportunity and prioritisation.
Key Findings
Family Members 22.63%
Damaged/Old Card 13:77%
Never Arrived/Never Had 13.77%
Address Issues 7.90%
Change name 6.83%
Phone issues 5.44%
Spare/Additional card 5.48%
Lost card 3.74%
Account Issues 3.31%
Used as keyfob 3.31%
Prioritisation
Understand key painpoints, wants and needs
Produced a vast array of ideas and draw links between them to find potential solutions.
Define the objective and Categorised findings (Codes and themes)
Synthesise findings by turning findings to insight, using the “How might we” approach
I then narrowed down the ideas to 3 ideas with high impact and high effect
Present synthesis to stakeholders
User Journey
The experience of digital Clubcard makes it easy for users access to Clubcard anywhere.
Our key strategy is to divert the attention of the customers from ordering the physical Clubcard and give different options to use the digital Clubcard, except in rare cases.
Design Experiment / Solution
Digital Clubcard in app with nudge page optimisation with various options and pin that allows users to find using the digital Clubcard more enjoyable and valuable than ordering the physical Clubcard.
The experience of digital Clubcard makes it easy for users access to Clubcard anywhere.
Our key strategy is to divert the attention of the customers from ordering the physical clubcard and give different options to use the digital Clubcard, except in rare cases.
Nudge page Optimization
Address Confirmation
Download Clubcard
Payment for CC
User Testing
I created a clickable prototype of the three experiment and tested it with users on a zoom meeting, here are the feedbacks from the test
Customers find the digital ClubCard scan code and PDF option real interesting, most preferred the digital option.
Customers want a physical non-paid option for customers with accessibility issues as the PDF might not be a good option for them.
Users requested for a physical non-paid option to customers non-digital shoppers and low income groups.
After iterating on the three experiments, the team went live with experiment 1(Nudge page optimization and address confirmation) which was the most preferred by the users.
Handoff:
I prepared a well structured documentation that includes the following:
Specification, Core Elements & Flow
Style Guide (Typography, Color, Types)
Accessible Copy
Shareable Link (JIRA)
I then scheduled a meeting with engineers for handoff and also practise real-time collaboration.
Business Impact
Percentage of users ordering a plastic ClubCard via web decreased by 60%.
Significant reduction in customers calling the CEC to order a plastic Clubcard and a significant reduction in Clubcard & Voucher enquiry calls.
Percentage of users installing the app increased by 96% and the visits to the app per test visitor increased by 73%.
We managed to reduce plastic Clubcard by 1,448 and based on a 77% value, saving £1, 111, 496.
Highlighting the digital app significantly increased the % of users who make a digital scan
Challenges
Tight Timelines: We had a tight timeline to deliver and launch the solution. I ensure that I followed up with the team every week, I also worked tirelessly both day and night to ensure that there wasn’t any delay from my end. I also ensure that I followed up the developers after handling it over to it.
Availability of users/customers: I worked with the team to call and follow up with users which was very difficult and discouraging at some point, but I was able to encourage and motivate till we were able to finally find a suitable time and date for the users who were meant to be interviewed and also test the solution.
