Charlotte's UX Portfolio

Perx Loyalty Rewards App

Redesigning the lifestyle mobile app experience to increase user adoption rate with customer engagement across merchants.

Overview

Problem

Perx application is widely used but struggles with low customer retention rates.

This is attributed to inadequate user research, highlighting the necessity to enhance the user experience and foster greater engagement to boost application stickiness.

Outcome

Improved the User Experience of the Perx mobile app by increasing cross-pollination and customer engagement across merchants.

Empowered Perx with the opportunity to increase user adoption rate by the end of 2017.

Initially the UX Researcher for the team project, I independently revamped the UI based on past portfolio feedback. Despite the change, product features and key insights remained similar.

Platform

B2C Mobile Native Application

Region

Singapore

Timeline

Jul 2017 – Aug 2017

Software/Tools

Adobe Suites, Google Suites, Sketch

Background

Perx mobile app by Perx Technologies is a customer engagement and loyalty platform that provides end-to-end customer engagement services to small and medium businesses

This is a pro bono project where our team of 4 collaborated with Perx Technologies stakeholders, leveraging our General Assembly expertise to analyse usability issues and propose design enhancements.

Who are the Partners?

Merchants who were onboarded with Perx Technologies to advertise and list their rewards on the Perx mobile app. (Eg. F&B merchants with franchise branches, restaurants, and beauty salons.)

Who are the Users?

Retail customers who use the Perx mobile app to receive digital stamps and redeem rewards when they make qualifying purchases from the merchants.

The Team

What I Worked On

Requirement gathering
Market Research
User Interviews
Usability Testing
User Interface Design

Collaboration

4 UX designers, including myself, Risiandi Jiang, Fareed Mustakin, and Nic Yang. We collaborated with the Product Manager and UX Designer from Perx Technologies.

Stakeholder Interview

To identify product gaps, we downloaded and tested the application ourselves. This prepared us for a face-to-face meeting with Perx Technologies stakeholders, where we gained insights into their product vision and Key Performance Indicators (KPIs).

Perx currently has around 20,000 Monthly Active Users (MAU) and aims to onboard 200 more merchants, acquire 100,000 active users by year-end, and enhance cross-pollination among merchants for a value-added user experience.

Quantitative Insights

Have you used any loyalty rewards mobile apps?

Next, we conducted a quantitative survey to gauge user sentiments about the loyalty rewards app. With 93 responses, we gained valuable insights, revealing that nearly half of the respondents have never used loyalty reward apps, indicating a significant untapped market opportunity.

If yes, which loyalty rewards mobile application have you tried?

Half of the users who tried the loyalty rewards app reported using Perx, indicating Perx's extensive audience reach.

How often do you use such app?

However, the frequency of application usage insights suggests that Perx may not be effective in customer retention. To delve deeper into this issue, we conducted heuristic evaluation and usability testing to gather additional qualitative insights.

Qualitative Insights

We initiated a heuristic evaluation of the existing app, uncovering numerous underlying usability issues.

Attached are critical issues that require attention.

We conducted usability testing with past, present, and potential Perx users, revealing critical issues consistent with our internal usability evaluation. With 7 participants, we discovered difficulties in basic tasks such as collecting chops from merchants.

To address the core issue, we conducted user interviews with 12 participants. We then synthesised the key insights into an affinity diagram and developed personas for past, potential, and current users. These personas will facilitate internal and stakeholder communication.

Customer Journey Map

We crafted the customer journey map based on current users to emphasize retention efforts. This mapping allows us to pinpoint critical pain points and enhance their experience.

Feature Prioritisation

From our UX research, we gathered numerous insights, but we must prioritize critical feature fixes within our project timeline. As a team, we mapped out priorities to guide the next step in creating the new user flow.

User Interface (UI) Enhancements

Upon completing the research phase, we're set to commence building our new mockups and prototypes. Below, you'll find examples of the design enhancements:

View Figma Prototype

Impact

With the prototype of the revamped app completed, we proceeded with our final task: conducting another round of usability tests using the same tasks as the first round to measure success rates. We were pleased to conclude the test with great results.

Usability test results demonstrated substantial improvements compared to the existing application.

The average time on task is now 3 times faster than the existing application.

The prototype and new usability test results were shared with Perx's stakeholders, who were impressed with the outcomes and expressed keen interest in implementing our proposed solution.

Retrospective

1. The Power of Team Work

As a newcomer to UX, I never imagined accomplishing such a high-quality end-to-end redesign in just 3 weeks.

Working alongside a proactive and driven team, I've gained valuable insights that have propelled my journey as a UX designer.

2. Startup Pivot

I was disappointed to learn that our efforts weren't materialised. Shortly after the redesign, Perx Technologies pivoted its business to focus on enterprise solutions, leading to the cessation of the mobile app.

This taught me the inevitability of change and the necessity of adaptability in the volatile landscape of business.

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Design System