My Role
UXUI Designer
UX Writer
Work with
C-level Management
Project Manager
CRM Team
Development Team
Regional Team
Region
Singapore
Malaysia
Thailand
Indonesia
Philippines
Taiwan
Hong Kong
Rewards Redemption Platform
Mobile App Design
UX Workshop
Design Thinking

Background

Watsons is a top health and beauty chain retailer in Asia and Europe market. This project aims to reward our loyal customers, motivate and attract potential customers to become our Watsons member. I was responsible for the user flow and interface design for all regions in APAC market.

Process of the Project

Project Goal & Measurement

  • Expand the merchants network with assessing demographic, customer number, brand image
  • Increase new member acquisition from the merchant network
  • Increase conversion rate converting members into active participants
  • Repeat Usage to measure ability to retain and engage existing members

Design Principle

Wide Merchant Network
Watsons aims to provide a vast network of merchants to our customers. We link up with large chains as well as merchants of other sizes. Customers can redeem rewards at Watsons and other merchants.
Flexible Redeem Methods
We offer different prizes and redemption methods for our customers. They can redeem the physical products or e-coupon by points, or with money.
No Purchase Threshold
We aim to attract new customers to become Watsons members by offering exclusive surprises available only to our Watsons members.

Stakeholders’ Thoughts

We gathered insights from the stakeholder meetings that helped us iterate the design to better address business objectives.

Co-operate with different kinds of companies, that will provide physical and digital rewards.
— Business Director of Malaysia
We need to know if the 3rd party merchant rewards are redeemed.
— Development Team
Allow our Watsons member redeem it by points, with money or buy it.
— CRM Team
Some customers open the redeem page mistakenly and need help from our staffs.
— Store Manager
Track the physical rewards if on stock. Arrange to deliver the physical rewards to the store.
— Operation Manager

Ideate

I designed the wireframe and user interface for the entire redemption platform that apply to all regions.

Flow

Earn Points
Shopping more to get more points
Redeem Rewards
Members can redeem exclusive offers with points or for an additional price
Use Rewards
Use rewards at third-party merchant's online or physical stores, or at Watsons.

Wireframe

I made a wireframe based on the insights we found from the stakeholders meetings.

Retrieve the major part of how to redeem and use the rewards.

Visual Concepts

Researching the online rewarding platforms in the market, focusing on their visual identity and digital experiences. Then, I came up with several visual identity proposals on how Watsons could present themselves within this landscape.

Competitor analysis - Brand identity

Purpose:
  • To study how their brands are perceived and what design trends can be applied to Watsons Redemption Center
Propose 1
Elegant and Luxurious
This theme focused on a fresh and luxurious color scheme, with clean lines and ample white space to achieve a clean and uncluttered design, allowing the elements to stand out.
Propose 2
Vibrant and Playful
This theme embraced bold colors and playful illustrations to create a lively and engaging visual identity. The design conveyed a sense of fun and excitement.
Propose 3
Natural and Minimalistic
This concept focused on creating a calming and harmonious visual identity, conveying a comfortable and elegant aesthetic that is easy on the eyes.

Final Design

Theme Design & Navigation
  • Marketers can update visuals and colors to immerse users in the latest campaign, promotion, or festival
  • We chose a bottom floating button for maintaining a simple structure and and easy access.
Browse All Rewards
  • Discover the abundant rewards even within the higher point range.
  • Motivating and engaging users to earn more points.
Instructions for Types of Redemption
  • The rewards, whether physical or virtual, are sourced from third-party merchants or our company, and are accessible to  general or elite members.
  • Guiding users to redeem rewards step by step.
Use Rewards
  • An animated frame for the QR code distinguishes between valid and invalid codes.
  • Scan QR code or copy the code number to use the rewards
  • Assist users in redeeming rewards with a brief set of instructions

Screen Design

Next Step

  • The Redemption Center will launch in Hong Kong and Malaysia to gather feedback from Watsons members and business team.
  • Next phase, it will expand to other regions, aiming to establish more partnerships with merchants in each region.
  • The Redemption Center will continuously improve and develop to enhance the customer experience and achieve advanced business objectives in the future.

View  OTHER  Projects

View  OTHER  Projects

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