The Product:
The project involved designing a customer loyalty app for "It's All Good Bakery," aimed at enhancing customer engagement and satisfaction. This app was developed to provide a streamlined experience for pre-ordering, loyalty rewards tracking, and customized promotions, catering to a diverse customer base including busy professionals and families.
As the Lead UX Designer, my responsibility was to oversee the entire design process, ensuring that the app not only met but exceeded user expectations in terms of functionality, aesthetics, and ease of use.
User Research: Conducted interviews and surveys to gather insights about user needs and frustrations.
Persona Development: Developed detailed user personas, Emily the Early Bird and Joe the Weekend Visitor, to guide the design process.
Wireframing and Prototyping: Created wireframes and interactive prototypes to visualize the design solutions.
User Testing: Managed several rounds of user testing to validate the design choices and iteratively refine the app.
Final Design Implementation: Collaborated closely with UI designers and developers to ensure the design was implemented effectively.
Users of the "It's All Good Bakery" loyalty app faced challenges with slow service during peak hours, difficulty navigating loyalty rewards, and a lack of personalization in offers. These issues diminished their overall experience and satisfaction with the app.
The primary objective was to enhance the app to improve user engagement by streamlining the order and pick-up process, increasing the visibility and usability of loyalty rewards, and introducing personalized promotional offers based on user preferences and past purchasing behavior.
It's All Good Bakery has observed a decline in engagement with their existing loyalty program.
We conducted a comprehensive audit of competitors to understand how the IAGB app compares and to identify areas for enhancement.
Are we effectively engaging the target audience that we intend to reach with our app?
How does the loyalty app's design influence user interaction and satisfaction?
Does the app’s design aesthetically and functionally complement the bakery's offerings?
Does the app design facilitate an intuitive user journey, or do users encounter confusion while navigating through the app?
To gain insights into these questions, we analyzed these key aspects of the loyalty app, alongside industry standards:
During the four-week research phase, we combined interviews and surveys to uncover key user needs. While we initially focused on quick transactions, feedback revealed a stronger demand for personalized interactions and tangible rewards. These insights reshaped our design strategy, leading to user-centric features that enhance engagement and build stronger customer relationships.
demand for personalization, clarity in rewards, and quick transactions.
navigation, rewards system clarity, and service speed.
Problem statement:
Emily is a/an efficient-minded graphic designer who needs a streamlined app interface for quick breakfast ordering and pick-up because she wants to minimize waiting time and ensure her morning routine is as productive as possible.
Problem statement:
Joe is a/an family-oriented elementary school teacher who needs an integrated family deals section and real-time table reservation options in the loyalty app because he wants to plan enjoyable and hassle-free breakfast outings with his family.
In conducting a competitive audit for the “It’s All Good Bakery” customer loyalty app, we benchmarked our offerings against prominent industry players: Starbucks, Peet’s Coffee, and Nothing Bundt Cakes. This analysis provided invaluable insights into market positioning, service gaps, and unique opportunities for differentiation.
Goals & Thought Process: Create a seamless user experience for loyalty rewards, personalized offers, and efficient ordering. Simplify navigation with clear flows for browsing, redeeming rewards, and applying offers. Ensure users feel valued, reducing friction and encouraging repeat engagement.
The Crazy 8’s sketching exercise for the “It’s All Good Bakery” customer loyalty app was a crucial step in our design process. This rapid ideation technique, conducted over an eight-minute timeframe, enabled us to explore a wide range of design concepts and features quickly. Our primary goals were to enhance user engagement, streamline rewards redemption, and ensure intuitive navigation throughout the app.
Goals & Thought Process: Design a user-friendly experience with clear entry points for login/sign-up, intuitive navigation through categories, and seamless scanning functionality. Prioritize simplicity, reduce cognitive load, and ensure users can quickly access essential features to enhance engagement and satisfaction.
Notes about Goals and Thought Process:
Engage users with an intuitive interface. Simplify shopping. Encourage repeat purchases with rewards. Provide clear navigation. Ensure accessibility. Highlight offers to boost sales.
Enhance user experience with easy access to rewards. Simplify scanning process. Ensure quick navigation and accessibility. Encourage frequent use with visible rewards.
Low-fidelity prototype shows user flow from sign-in to product selection, browsing categories, viewing rewards, accessing special offers, and using QR code for scanning. Simplifies navigation and enhances user experience.
The revised navigation layout made it easier for users to find different sections of the app, particularly the Rewards section. Users appreciated the addition of clear labels and icons.
This usability study was conducted to evaluate the customer experience with the "It's All Good Bakery" Customer Loyalty App. The primary goal was to identify areas for improvement and to enhance the overall user experience. Two rounds of testing were carried out, and the following findings were observed.
Users found the sign-in process to be confusing, particularly due to the small size of the sign-in button and the lack of clear instructions for password recovery.
The navigation within the app was not intuitive. Users struggled to find the Rewards section, indicating a need for more prominent and easily accessible navigation options.
There was confusion around the process of redeeming discount vouchers. Users were unclear about the steps required to apply vouchers at checkout.
After adjustments, the sign-in experience was smoother. The addition of social sign-in options (Google and Facebook) made the process faster and more convenient for users.
The steps for redeeming vouchers were made clearer. Users now understood how to apply discounts during checkout, thanks to the streamlined design and additional instructional text.
To ensure readability for users with visual impairments, high color contrast between text and background elements was applied throughout the app. This compliance with WCAG guidelines improves the accessibility of text for users with low vision or color blindness.
Included descriptive alt text for all images and interactive elements, making the app fully compatible with screen readers for visually impaired users.
Designed large, easily tappable buttons and intuitive navigation to accommodate users with motor disabilities, ensuring smooth interaction and reducing mis-taps.
The development of the "It's All Good Bakery" customer loyalty app significantly enhanced user engagement and satisfaction. Positive feedback from study participants highlighted the app's intuitive navigation and accessibility features, demonstrating the effectiveness of the design.
Through this project, I learned the importance of incorporating accessibility considerations into every stage of the design process. I gained valuable experience in user-centered design, ensuring that the app meets the needs of all users, including those with disabilities. This project reinforced the critical role of feedback and iterative testing in creating an inclusive and effective user experience.
Conduct extensive user testing to gather feedback on the app’s functionality and user experience. This will help identify any pain points and areas for improvement, ensuring the app meets the needs and expectations of its users.
Based on the feedback collected, implement iterative design improvements to enhance the app’s usability and accessibility. This continuous refinement process will ensure the app remains user-friendly and inclusive.
Explore opportunities to expand the app’s features, such as integrating personalized recommendations and advanced loyalty rewards. This will add value for users and encourage increased engagement and loyalty to the bakery.
I'm a Product and Web Designer merging data-driven solutions with human-centered experiences. Through my work at Amazon and Delta Dental, I've refined my approach to creating intuitive digital products and interfaces. Drawing inspiration from everyday moments and digital art, I bring both creativity and technical precision to each project. Let's collaborate to bring your vision to life.
